Analisis Perbandingan Keputusan Pembelian Produk Makeup Merek Wardah Dan Maybelline Ditinjau Dari Ekuitas Merek Pada Toko Redcanoeya Di Tenggarong

Abstract

This study aimed to analyze the influence of consumer purchase decision from the elements of brand equity. The data used is primary data. Respondents who are involved on this study were 122 respondents. While method used in this study is purposive sampling. The number of independent variables studied were 4 namely brand awareness, brand association, perceived quality, brand loyalty  and with  comparison variable namely purchase decision. Data collected by spreading questionnaire and data analysis method was done through wilcoxon signed rank test to knowing there is a difference or not between two paired dependent samples, Wardah and Maybelline. Based on the results of testing the first hypothesis regarding brand awareness the results were rejected with significant value 0,052, the second hypothesis regarding the perceived quality of the results is accepted with significant value 0,000, the third hypothesis regarding the brand association results is accepted with significant value 0,000, the fourth hypothesis regarding the brand loyalty is accepted with significant value 0,000 and the fifth hypothesis regarding the results of the purchase decision is accepted with significant value 0,000. Based on the results of comparison of purchasing decisions reviewed through brand equity, Maybelline has a high value more than Wardah. This is reinforced by the values described in the table of wilcoxon signed rank test.

Keywords : Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Purchase

 Decision.