PENGARUH DIMENSI-DIMENSI EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DALAM KEPUTUSAN PEMBELIAN

Abstract

This study aims to analyze and discuss the influence of brand awareness, brand association, impression quality, and brand loyalty to the selfconfidenceintheirbuyingdecisionon theKawasakiNinja250R.Thisstudyisthe
researchconclusivecausalapproach.ItspopulationisamemberoftheKawasaki
Ninja250Rcommunityatleast18 yearsand wasinvolvedinthepurchasedecision
processofKawasakiNinja250RinSurabaya.Samplestakenasmanyas110
peoplewithpurposivesamplingtechnique.Theresultsshowedthatthecoefficient
ofdetermination(R2)of0.618influencebrandawareness,brandassociation,the
impressionofquality,brandloyaltytowardsconfidenceinthepurchasedecisionis
asmuch68.1%,whiletheremaining31.9%isinfluencedbyothervariablesoutside
research.Variablesbrandawareness,brandassociation,theimpressionofquality,
brandloyaltyandsimultaneouspartialeffectonconfidenceinthepurchase
decisionwasthedominantinfluenceonbrandloyaltyvariable.

Keywords:
brand awareness, brand association, perceived quality, brand loyalty, confidence on buying decision