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All Journal Conference on Innovation in Health, Accounting, and Management Sciences Proceeding
Ayuk Wandirah
Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences

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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PERAWATAN DIMEDIASI OLEH KESUKAAN MEREK DAN NIAT Ayuk Wandirah; Waluyo Budi Atmoko; Ariefah Yulandari
Conference on Innovation in Health, Accounting and Management Sciences (CIHAMS) Vol. 1 (2020): Proceeding 1st Setia Budi Conference on Innovation in Health, Accounting, and Managem
Publisher : Conference on Innovation in Health, Accounting and Management Sciences (CIHAMS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (143.682 KB) | DOI: 10.31001/cihams.v1i.37

Abstract

This study aims to examine the effect of brand equity on skin care decision. Consumer’s purchace decision has come factors. The factors are brand equity, brand preference and purchase intention. The high brand equity affects the purchase decision. The data collect by using questionnaires for the Larissa Aesthetic Center customers in Surakarta with cluster. The sample collection was taken from 200 respondents. This analysis uses Structural Equation Modelling (SEM and logistic regress analysis. The result of the sudy shows that brand equity give the possitive effect of brand preference and purchase intention. Brand preference give that possitive effect of purchase intention and skin care decision. Purchase intention give the possitive effect of skin care decision
Co-Authors Ariefah Yulandari Waluyo Budi Atmoko