The Influence of Brand Equity on Purchase Decisions for Skintific Products at Wahid Hasyim University

Abstract

This study aims to analyze the influence of brand equity on purchase decisions for Skintific products at Wahid Hasyim University. Brand equity consists of seven indicators: leadership, stability, market, international, trend, support, and protection. Purchase decisions refer to the process undertaken by consumers to select a product based on considerations influenced by brand strength. This study adopts a quantitative approach by distributing surveys to students at Wahid Hasyim University as respondents. The sample was selected using purposive sampling, with a total of 99 respondents. The collected data were analyzed using multiple linear regression analysis to determine the influence of each dimension of brand equity on purchase decisions. The results of the study indicate that, partially, brand equity significantly influences purchase decisions for Skintific products. These findings suggest that brand strength, built through perceived quality and consumer loyalty, plays an important role in driving purchase decisions for Skintific products.