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All Journal INVENTORY: JURNAL AKUNTANSI Branding: Jurnal Manajemen & Bisnis
Frasto Biyanto
STIE YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Branding: Jurnal Manajemen

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UNRAVELING BRAND EQUITY: STRATEGIES TO IMPROVE CONSUMER PURCHASE DECISION Tekat Sukomardojo; Frasto Biyanto; Reni Sara Indrawati; Khotimatul Barki; Syamsuddin Syamsuddin
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.28966

Abstract

Marketing strategy is an important element in the business world. One of the objectives of the marketing strategy is to increase consumer buying decisions. This can be done by utilizing the equity of a brand. This research will aim to look at how to increase consumer purchasing decisions by using brand equity. This type of research is descriptive qualitative research. The data used in this study comes from various research results and previous studies which still have relevance to the content of the research. The results of this study then found that brand equity cannot be ignored as a driver of consumer purchasing decisions. There are several strategies to increase brand equity. This can be done by conducting marketing campaigns to increase brand awareness, by collaborating with artists or influencers. By using these various strategies, consumer purchasing decisions can be significantly improved.
Co-Authors Khotimatul Barki Reni Sara Indrawati Syamsuddin Syamsuddin Tekat Sukomardojo Yusti Pujisari