Pengaruh Elemen Brand Equity terhadap Keputusan Pembelian (Studi Analisis Kuantitatif Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, dan Loyalitas Merek terhadap Keputusan Pembelian Mahasiswa Pecinta Alam Universitas Sebelas Maret Surakarta

Marketing communication is one of important aspects in marketing missions and the success of marketing itself. Marketing communication aims to increase the sales of product. The increase of sales can be reached if the products which have experienced the process of marketing communication obtains the positive image from the customers. The positive image from the customers is called Brand Equity (the power of the brand). Brand Equity is the power of the brand which is able to increase or decrease the value of the product itself that can be recognized from customers responds toward the sold good and service. Cozmeed is an brand which produces outdoor fashion, established since 2008 in Solo. The market of Cozmeed is currently reaching national market. Cozmeed then does the market plans to more introduce the products. The purpose of this research is about to see how brand awareness, brand association, perception of quality and brand loyalty influence the purchase decision among Nature Adventurers Students of Sebelas Maret University (UNS), which Cozmeed is a new brand, and it targets nature adventurers students who usually do the nature adventures. University students is also its target market. Research methods used in this research is analytical descriptive by organizing the survey technique. The methods of data analysis used in this research is alternative method based on component Based SEM which is called Partial Least Square (PLS). Collected data is 135 respondents and meet the demand of criteria. The result of the research shows that brand awareness, brand association, perception of quality and brand loyalty positively and significantly influence the purchase decision of Cozmeed products. The result also shows that the more brand loyalty gotten, the more purchase will occur. So does the opposite, the less brand loyalty gotten will cause the less of purchase decision for buying Cozmeed products. Keywords: Brand Equity, Purchase Decision, Brand Awareness, Brand Association, Perception of Quality, Brand Loyalty, PLS, Marketing Communication