Pengaruh Brand Equity terhadap Keputusan Pembelian

This research aims to determine the influence of brand equity on the decision to purchase toasted bread ‘Bakarin’ in Kediri. Brand equity is associated with brand names, quality effects, strong brand associations, and other assets such as patents and trademarks. This type of research includes causal associative research. The population in this research is the buyer of Toasted bread ‘Bakarin’ in Kediri area. While the sample used is 30 customers. The data collection technique used in this study is questionnaires. Its analytical data technique uses multilinear regression. From the analysis of the data, it shows that: (1) Brand awareness has a significant effect on purchasing decisions; (2) Brand loyalty has a significant effect on purchasing decisions; (3) Brand awareness, brand association, quality perception, and brand loyalty simultaneously have a significant effect on purchasing decision.