The Influence of Brand Equity Viewed from Four Brand Equity Dimensions: Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty towards the Decision of Choosing Tehbotol Sosro Product in Palembang

This research is aimed to study 1) to identify the perceptions from Tehbotol Sosro consumers towards brand equity viewed from four brand equity dimensions, namely; brand awareness, brand association, perceived quality and brand loyalty 2) to analyze the influence of brand equity factors viewed from four brand equity dimensions, namely; brand awareness, brand association, perceived quality and brand loyalty towards the purchase decision of Tehbotol Sosro brand. This research was carried out at PT. Sinar Sosro factory in Palembang and South Sumatra& Babel Sales Office. The selection of research locations was done purposively. The research was conducted in November 2018. The taking of respondents in this research was done by accident (accidentally sampling), namely sampling based on chance (the easiest to find). The number of samples used in this study was 90 people. The method in this research use survey method. For this research purpose both primary and secondary data are used. The method of data collection is done by distributing questionnaires, observations, and literature studies. Data processing method is used to answer the first and second goals with descriptive analysis from the results of interviews directly and the results of direct observation of participants visiting the Sosro factory. The results showed that the brand equity variables simultaneously had an influence on purchase decisions by 37 %. The perceived quality variable also had a significant effect on the purchase decision of Tehbotol Sosro product at 72.2 %.