PERAN BRAND EQUITY MEMEDIASI PENGARUH IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KUTUS-KUTUS DI KOTA DENPASAR

The purpose of this study is to determine the effect of advertising on brand equity, the influence of advertising on purchasing decisions, the influence of brand equity on purchasing decisions and the role of brand equity in mediating the influence of advertising on consumer decision products Kutus-Kutus. The sample in this study is Denpasar City residents who have purchased Kutus-Kutus products. Determination of the sample in this study using non-probability sampling method. The number of samples taken as many as 120 people. Analytical techniques used are path analysis techniques or path analysis and sobel test. The findings of this study indicate that there is a positive and significant relationship between advertising with brand equity, advertising with purchase decisions, brand equity with purchase decisions. Brand equity can act as a mediating variable between the influence of advertising and purchasing decisions. These results indicate that positive advertising can increase brand equity that will affect the decision of consumers to buy a product. Keywords: advertising, brand equity, purchasing decisions