EFFECT OF BRAND EQUITY ON CONSUMER PURCHASE DECISION IN PEKANBARU LUX SOAP

Abstract

Brand is not just a name or a symbol, but as a product differentiator to other products. Strong brand will make a product stand out despite being among thousands of similar products competing for attention. Lux is one of the brands of bath soap products from PT. Unilever Indonesia Tbk .. Brand Lux claims that everything about Lux is dedicated to femininity, from the look to the sensation derived from the product, good packing and fragrance are offered. The research objective is to investigate and to analyze the effect of brand equity on consumer purchasing decisions. In this study, the population size is so large, the researchers use sampling techniques to facilitate research. The samples are part of the population to be studied. Samples will be taken by purposive sampling technique in which researchers select a sample based on an assessment of some of the characteristics of the sample members were adapted for the purpose of research. Hypothesis testing is done by ujit and Test F. Based on the research and discussion it is known that brand awareness is empirically shown to influence the consumer's decision to purchase the brand lux soap, perceived quality is empirically proven to influence the purchasing decisions of consumers. Brand associations are empirically proven to influence the consumer's decision to purchase lux soap brand, and brand loyalty is empirically proven to influence the consumer's decision to purchase lux soap brand in the city of Pekanbaru. Variable quality perception has the most impact on purchase decisions by consumers among other independent variables were examined. Then the effect of other variables (respectively) are variable brand awareness, brand association and last variable variable brand loyalty