ANALISIS ELEMEN-ELEMEN BRAND EQUITY YANG MEMPENGARUHI KEPUTUSAN BELI KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT DI KECAMATAN DANUREJAN

A research entitle an "Analyze of Brand Equity elements that influence of buying decision of the consumer on the Pcpsodent product in subdistric Danurcjan. Whcrc the lestarch is to analyze what are the elements of brand equity that contains of Brand Awareness, Brand Assosiation, Brand Preveived Quality, dan Brand Loyalty that influential significantly to the buying decision of the consumer. The research subject is people of Danurejan subdistrict that represent by tegal panggung village suryo atmajan village, and Rono digdayan village. This researching convenience sampling the account that release are 120 sample. Where the research tool that used is double regression to in order to know the influence of independent variable toward dependent variable. The research result show that there is a significance influence of brand equity that represent by Brand Awareness, Brand Assosiation, Brand Preveived Quality, dan Brand Loyalty both partially or simulation toward buying decision of the consumer on the Pepsodent product