PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Mahasiswa Universitas Muhammadiyah Malang Pengguna Sepatu Converse)

PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Mahasiswa Universitas Muhammadiyah Malang Pengguna Sepatu Converse) This study aims to determine and examine the influence of the dimensions of brand equity on purchasing decisions in Converse shoes. The population in this study were all students of the University of Muhammadiyah Malang while the samples were students and students of the University of Muhammadiyah Malang who used Converse shoes and were at least 18 years old. The sampling technique used was accidental sampling with a total sample of 100 respondents. Data analysis techniques used in this study are multiple linear regression. Based on the results of the research and discussion, it can be concluded that: (1) brand awareness, brand association, perceived quality, and brand loyalty have significant and partial effects simultaneously, (2) variable brand associations that have a dominant influence on purchasing decisions means the meaning, if the impression on shoes Converse gets better, so it can have the most impact or influence on the purchase decision of Converse shoes