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
