Open AccessPengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta)
Author(s) -
Linawati Linawati,
Sofiati Sofiati
Publication year - 2021
Publication title -
solusi
Language(s) - English
Resource type - Journals
eISSN - 2797-8699
pISSN - 1907-2376
DOI - 10.51277/keb.v16i1.83
Subject(s) - brand equity , brand loyalty , advertising , business , regression analysis , business administration , marketing , mathematics , statistics
Abstrack
This research is intended to analyze the influence of brand equity on the consumer buying behavior. The respondents consist of 100 electronic user in Regional Province of Yogyakarta. Questionnaire are used to collect data from the respondents and the data were analized by Multiple Regression Analysis. The result of the study indicate that: (i). brand equity has significant influence on the consumer buying behavior (ii). brand loyalty has dominant influence on the custumer buying behavior.
Keywords: Brand Equity, Consumer Buying Behavior. Electronic User, Multiple Regression Analysis