PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

The power of brand is lied on its capability to influence the customer behavior for shopping. In this modern world, consumers are getting easy to get various information and have so many options. This research is aimed to test the influence of brand image, quality perception, brand association, and brand loyalty to the purchasing decision at Wardah cosmetic brand. The analysis technique has been carried out to analyze the influence of variables in this research by using multiple regressions analysis and t test. The population is all customers of Wardah cosmetic and the samples are 100 respondents. The result of this research can be concluded that brand image, quality perception, brand association and brand loyalty give significant and positive influence to the purchasing decision. This condition shows that brand equity requires attention from the company because brand equity is the primary strategy of the company in achieving the continuous advantages, both as market leader and as growth strategy. The independent variables which consist of brand image, quality perception, and brand loyalty shows that the contribution is greater or dominant to the purchasing decision. Keywords: Brand image, quality perception, brand association, brand loyalty, and purchasing decision