THE EFFECT OF BRAND EQUITY ON TOYOTA INNOVA CAR PURCHASE DECISIONS INPT. AGUNG TOYOTA SM AMIN KOTA PEKANBARU
Keywords:
Brand Equity, Purchase DecisionAbstract
Brand equity is the value of a brand based on how strong the brand value has the value of brand loyalty, consumer awareness of the brand, perceived quality, brand associations, and various other assets such as patents, trademarks and distribution network relationships. The higher the brand equity, the higher the value that the brand will provide to consumers. If brand equity increases, it will foster consumer loyalty to the product or brand. The purpose of this study was to determine the effect of brand equity on purchasing decisions for Toyota Innova at PT. Agung Toyota SM Amin Pekanbaru. The methods used are descriptive and quantitative methods; The population and sample in this study were people who bought 100 Toyota Innova cars. Questionnaire and interview data collection techniques as well as descriptive, qualitative and quantitative data analysis. This study concludes that brand equity has an effect on purchasing decision variables for Toyota Innova at PT. Agung Toyota SM Amin Pekanbaru. The R2 value of 0.689 shows that 68.9% of changes in purchasing decisions should be determined by the independent variable, namely the brand equity variable, while another 31.1% is determined by other factors not observed in this study.
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