Pengaruh Brand Personality Dan Sales Promotion Terhadap Keputusan Pembelian Dan Brand Equity Sebagai Variabel Intervenig Pada Pengguna Produk Eiger Adventure Store Malang

Abstract

Abstract

               This study aims to determine the effect of Brand Personality and Sales Promotion on Purchasing Decisions and Brand Equity as Intervening Variables in users of Eiger Adveture Store Malang. The population and sample were 67 Eiger product users. In this study data collection techniques used in the form of questionnaires and interviews. The tool used for data analysis in this study is to use a software application in the form of SPSS version 16. The method of analysis in this study uses path analysis. The instrument test in this study was a normality test, reliability test, validity test, t test, Sobel test. The results of the analysis show that Brand Personality and Sales Promotion significantly influence Brand Equity. While Brand Personality has a significant effect on Purchasing Decisions and Sales Promotion does not have a Significant Influence on Purchase Decisions, While Brand Equity has a Significant Effect on Purchasing Decisions

Keywords: Brand Personality, Sales Promotion, Brand Equity and Purchasing Decisions.