PENGARUH KEPRIBADIAN MEREK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KAMERA SLR CANON DI KOTA PADANG

Abstract

This research is aimed to examine empirically the effect of personality and brand equity on purchasing decision. The number of sample was used 100 respondents by performing non-probability sampling. The technique of data analysis by used multiple linear regresion. To determine the contribution of independent variable on the dependent variable, the coefficien of determination is used with the result of 1,8 %, this shows that the influence of personality and brand equity on purchasing decison of consumer camera SLR canon is in the amuont of 1,8 %, and the rest of 98,2 % is influence by the other variable. To test the hypothesis, the test of t count is used, in the amount significant of brand equity 0,007, personality 0,000. This the hypothesis in this study is accepted that there is an influence between brand equity and personality of purchasing decision camera SLR canon in padang. Keywords : personality, brand equity and purchasing decision