This research was conducted to analyze the effect of promotion and brand equity on consumer buying decision process on Suzuki motorcycle.The number of respondents in this research was 40 respondents. Data collection method was using questionnaires and data analysis method was using qualitative analysis and structural equation model (SEM) with Partial Least Squares software (PLS). The result of the research shows that there is significant influence of promotion and brand equity on the process of purchasing decisions Suzuki motorcycle. Besides, it found that Brand Awareness is the most powerful indicator in shaping the Brand Equity and consumer buying decisions is the most powerful indicator in explaining the buying decision process.
YOAN ARIESTA, SUGIYATNO (2019); The Analysis of Brand Equity and Promotion to the Buying Decision Process of Suzuki Motorcycle; International Journal of Scientific and Research Publications (IJSRP)
9(1) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.9.01.2019.p8504