THE IMPACT OF BRAND EQUITY ELEMENTS ON CUSTOMER PURCHASE INTENTION (Study case at Workshop Toyota Avanza in Banda Aceh)

Abstract

The focus of this research is to analyze the impact ofBrand Equity on Customer PurchaseIntention of Toyota Avanza inIndonesia. There are four factors of Brand Equity Elements, such as Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which impact on Customer Purchase Intention. The analytical method used is quantitative analysis. Non-probability sampling is used as sampling technique which is judgmental sampling. The result of this research shows that the most dominant variable is Perceived Quality. In this research, the data collected are primary data. Questionnaires send to 100 respondents. Inside the questionnaire, tool for measure, the degree of agreement from respondents is Likert Scale.Tests that include in quantitative analysis are reliability and validity test, classical assumptions test, and linear multiple regression to conduct the hypothesis testing through F-test, t-test, and coefficient of determination (R²). Results found in the analysis that two of the brand equity variable measured in this research have significant influence towards customer purchase intention.

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