MEDIATING EFFECT OF BRAND EQUITY ON CONSUMER IPHONE PURCHASE DECISION IN JAKARTA, INDONESIA

This study examines the factors that determine brand equity and its influence on consumer iPhone purchase decisions. It focuses on Mediating Effect of Brand Equity on Consumer Purchase Decision in Jakarta, Indonesia. The questionnaire survey method was used in primary data collection. The sampling is nonprobability with convenience. And the sampling technique with the determinant of the minimum sample size for SEM ((Structural Equation Model) according to hair et al (2010) which produces a minimum of 175 respondents. In this study, researchers got 202 respondents. In assessing the drivers of consumer purchase decisions, brand loyalty, brand awareness, perceived quality, and brand associations were found to have a significant direct influence on consumer purchase decisions. Among these, brand loyalty appears to be the strongest factor and has a significant positive path. This shows that higher brand loyalty leads to higher consumer purchase decisions. Other significant variables also have a positive relationship. Then from this study also shows that there is an influence of brand loyalty, brand awareness, perceived quality, and brand associations variables on consumer purchase decisions through brand equity mediation.

Key Words: Brand Equity, Brand Loyalty, Brand Awareness, Perceived Quality, Brand Association, Consumer Purchase Decision.