EKUITAS MEREK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI COUNTER CARDINAL

Abstract

Purpose―This study's goal was to search for the simultaneous and partial influences of brand equity, service quality, and promotion on product purchasing decisions at Counter Cardinal Formal.

Method— This type of quantitative research produces numerical data that is then processed by a computer utilizing the SPSS application.

Finding— The findings demonstrate that brand equity, an independent variable, has a limited influence on product purchase decisions at Counter Cardinal Formal. At Counter Cardinal Formal, the dependent variable—decisions made regarding the purchase of products—is partially influenced by the independent variable, service quality

Implikasi— The practical implications of the empirical findings can help the management of Counter Cardinal Formal Gresik. Theoretical implications of the results of this study can explain the concept of marketing management at ounter Cardinal Formal, the independent variables of brand equity, service quality, and promotion all influence the same factors that influence product purchase decisions.

Keywords— Brand Equity, Service Quality, Promotion, Purchase Decision