Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchasing Decision: Case Study on ACE Hardware Indonesia Consumers

This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.