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All Journal Kinerja Jurnal Manajemen dan Bisnis Sriwijaya Manajemen Bisnis Kompetensi Indonesian Journal of Business and Entrepreneurship (IJBE) MIX : Jurnal Ilmiah Manajemen Journal of Management and Business Review Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Jurnal Sinergitas PkM & CSR JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Jurnal Kreativitas PKM Journal of Humanities and Social Studies Jurnal Muara Ilmu Ekonomi dan Bisnis ACADEMICS IN ACTION Journal of Community Empowerment Altasia : Jurnal Pariwisata Indonesia FIRM: Journal of Management Studies Jurnal Bakti Masyarakat Indonesia Jurnal Ekonomi Indonesia Indonesian Marketing Journal Rudence: Rural Development for Economic Resilience IJFBP International Journal of Family Business Practices Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Seminar Nasional Aplikasi Iptek (SINAPTEK) Jurnal Kesehatan Terpadu
Genoveva, Genoveva
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Manajemen Bisnis Kompetensi

 1 
The Influence of Brand Equity Towards Purchase Decision (Case Study of Korean Cosmetics Innisfree in Jabodetabek) Khairunnisa, Elisa Inten; Genoveva, Genoveva
Manajemen Bisnis Kompetensi VOL. 14 NO. 01 JANUARI - JUNI 2019
Publisher : Manajemen Bisnis Kompetensi

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Abstract

The purpose of this study is to identify the influence of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) towards consumer purchase decision using quantitative research. This quantitative research will evaluate the influence of brand awareness, brand association, perceived quality, and brand loyalty towards purchase decision of Korean cosmetics Innisfree in Jabodetabek, Indonesia. This research using t-test for testing partial level of 0.05, f-test for testing simultaneous influence to dependent variable, and coefficient of correlation (R) and determination (R2). This research is conducted in Jabodetabek, Indonesia using non-probability sampling which is convenience sampling and using 220 respondents as the sample. The result indicates that brand association, perceived quality, and brand loyalty have significant influence towards purchase decision while brand awareness have no significant influence towards purchase decision. Perceived quality become the strong influence variable towards purchase decision in this research. This research also indicates that brand awareness, brand association, perceived quality, and brand loyalty have simultaneous significant influence towards purchase decision with .730 of the adjusted R2.Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Purchase Decision.
Co-Authors Abdulsatar Fathe G. Il Tohame Agung Panglima P.Lodong Agus Deva Adhikusuma Akbar, Aris Akram Alamodi Amira Nurul Azmi Amira Nurul Azmi Andi Ina Yustina Antonius Whisnu Perdana Widiputra Bernadette Gaby Chairy Chairy Cindy Maydita Srianisha Dedi Rianto Rahadi Dian Ridho Samukti Dwi Faqihatus Syarifah Has Eggy Asyrofi Eka Srirahayu Ariestiningsih Elda Octaffiana Filbertha Nathania Kartawaria Filda Rahmiati Fitriana, Mustika Indah Fujianti Nur L. Sukarno Hanif A. Widyanto Hanif Adinugroho Widyanto Hanif Rizky Dharmaatmaja Jason Tanardi Jean Richard Jokhu Kevin Gideon Nugroho Khairunnisa, Elisa Inten Levina, Lyliana M. Akbar Fajrin Maria Jacinta Arquisola Mustika Indah Fitriana Ni Luh Putu Maykha Felycia Pandu Cakranegara Pratama, Kevin Purwanti, Anastasia Putri Cantika Rizky Aldi Rahdino Salwa Adinda Sant Louis Liewin Sely Oktavia Siska Purnama Manurung Sonny Sonny Stivenes Tjin Siam Utami, Nadira Noor Vivien L. Iskandar Wulan Berliana Xie Haozhe Zi Yuan Dong