THE IMPACT OF BRAND EQUITY, PRODUCT QUALITY, AND PRODUCT INNOVATION IN EFFORTS TO ENHANCE PURCHASE DECISIONS FOR MAKITA MAKTEC PRODUCTS AT PT. YANMARINDO PERKASA

The purpose of this study is to determine the influence of brand equity, product quality and product innovation on the purchase decision of Makita Maktec products at PT. Yanmarindo Perkasa. The data analysis technique of this study uses descriptive analysis and multiple linear regression analysis. The research population is consumers who make purchase transactions at PT. Yanmarindo Perkasa. The sampling technique was used by the Roscoe method. The number of samples in this study is 100 respondents from all customers who have purchased Makita Maktec products at PT. Yanmarindo Perkasa. The data analysis technique used for the SPSS test. The results of this study show that brand equity has a positive and significant effect on purchase decisions while product quality and product innovation have no effect and are not significant on purchase decisions. For researchers interested in conducting further research, it is better to add other variables. Further research can also be conducted on different companies with a wider scope and a larger sample.