Title:
Analysis of the Effect of Brand Equity on Buying Interest in Paragon's Products

Authors:
Reza Rahmadi Hasibuan, Apit Fathurohman, R. Satria Setyanugraha, Siti Masrokhah, Indonesia

Abstract:

This study aims to examie and analyze: (1) to identify the characteristics of users of Paragon products, (2) to analyze the brand equity variables that have a significant effect on purchasing decisions for Paragon products and (3) to formulate an effective marketing strategy for Paragon products. Based on the existing population, namely by female gender in Banyumas in 2021 as many as 818,344 people, with a leeway level of inaccuracy of 10%, then by using the Slovin formula, the total sample size is 99.9 respondents or 100 respondents. Data collection was done by using a questionnaire. Analysis of the data used in this study using Multiple Linear Regression Analysis. The results of the study show that loyalty measures does not have a significant effect partially on the purchasing decision variables. Awareness measures do not have a significant effect on the purchasing decision variables. Perceived quality/leadership measures do not have a significant effect on the purchasing decision variables. Associations measures do not have a significant effect on the purchasing decision variables. Market Bbehavior measures have a significant influence on the purchasing decision variables.

DOI: http://dx.doi.org/10.51505/ijebmr.2022.6605