PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PERAWATAN DIMEDIASI OLEH KESUKAAN MEREK DAN NIAT

Authors

  • Ayuk Wandirah Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.
  • Waluyo Budi Atmoko Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.
  • Ariefah Yulandari Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.

DOI:

https://doi.org/10.31001/cihams.v1i.37

Keywords:

Brand Equity, Brand Preference, Purchase Intention, Skin Care Decision

Abstract

This study aims to examine the effect of brand equity on skin care decision. Consumer’s purchace decision has come factors. The factors are brand equity, brand preference and purchase intention. The high brand equity affects the purchase decision. The data collect by using questionnaires for the Larissa Aesthetic Center customers in Surakarta with cluster. The sample collection was taken from 200 respondents. This analysis uses Structural Equation Modelling (SEM and logistic regress analysis. The result of the sudy shows that brand equity give the possitive effect of brand preference and purchase intention. Brand preference give that possitive effect of purchase intention and skin care decision. Purchase intention give the possitive effect of skin care decision

Published

2020-11-24

How to Cite

Wandirah, A., Atmoko, W. B. ., & Yulandari, A. (2020). PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PERAWATAN DIMEDIASI OLEH KESUKAAN MEREK DAN NIAT. Conference on Innovation in Health, Accounting and Management Sciences (CIHAMS), 1, 234. https://doi.org/10.31001/cihams.v1i.37

Issue

Vol. 1 (2020): Proceeding 1st Setia Budi Conference on Innovation in Health, Accounting, and Management Sciences 2020

Section

Book Abstract