The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)

This study aims to analyze the influence of brand equity which includes: brand awareness, brand association, perceived quality, and brand loyalty on purchasing decisions at Wardah Beauty House Surabaya stores. The authors used a survey, where the authors distributed questionnaires totaling 100 questionnaires to consumers or customers in Wardah Beauty House Surabaya stores. This is a quantitative research. Analyzed using multiple linear regression analisys and using SPSS 18.0. Based on the results of the study showed that brand equity variables consisting of brand awareness, brand association, perceived quality, and brand loyalty simultaneously have a significant effect on purchasing decisions. Brand awareness doesn’t have a partially significance influence on purchasing decisions.


I. INTRODUCTION
It's no secret for women to do beauty treatments, especially facial care. And cosmetics is one tool to realize the need for beauty. Cosmetics or beauty tools today are very diverse and varied, there are hundreds or even thousands of types of brands and their respective uses. But consumers will see the brand as the most important part of a product and that will be one of the added values in a product.
One of them is the modern lifestyle today is a hijab woman. The existence of this hijab trend is in line with the development of halal cosmetics which are increasingly prevalent in the cosmetics market. One type of cosmetics that has the line "halal cosmetics" is Wardah cosmetic products with a model that is displayed using modern hijab clothes. The many cosmetics offered on the market make competition in the future more competitive because consumers have many choices of products, ranging from domestic brands to international brands available in various brands and satisfying quality. This requires marketers not only pay attention to the product from the physical side and its benefits, but also what and how a consumer gets and manages information so that information is generated for consideration. Here are ten of the most popular female cosmetic products in Indonesia during 2018:

Brand Equity
Brand equity is the value of a brand based on how strong the brand value has brand loyalty value, consumer awareness of the brand, perceived quality, brand association, and various other assets such as patents, trademarks and relationships distribution network (Amstrong, 2003).
And it can also be interpreted that brand equity is all wealth in a good brand name, symbol, which as a whole has a multidimensional concept, which consists of brand awareness, perceived quality, brand association, brand loyalty, for the added value of a product so as to increase profit company in the future.

Brand Awareness
Brand awareness is the ability of consumers to recognize or recall that a brand is part of a particular product category (Aaker, 1991).
The role of brand awareness in brand equity depends on the degree of awareness achieved by a brand (Kartono, 2007a). There are 4 indicators that can be used to find out how far consumers are aware of a brand, including:

Brand Association
Brand association is "all things related to memory about the brand" (Freddy Rangkuti, 2002).
In measuring the functions and benefits of brand associations (brand association) can be done through six main dimensions in the book Marketing Scales (Tjiptono, Fandy, 2004), that is :

Perceived Quality
The perception of quality is the customer's assessment of the overall quality or superiority of a product (Tjiptono, 2005).
Quality perception reflects the customer's overall feeling about a brand. Referring to the opinion of (Darmadi Durianto, 2001), the dimension of quality perception is divided into seven, that is :

Research Structure
Based on the review of theory, formulation, and objectives described earlier, the effect of brand awareness, brand association, perceived quality and brand loyalty on purchasing decisions will be shown in Figure 2:

Technique
We have used Quantitative technique in this research, which is focused on the collection of numerical data for statistical analysis.

Population
The population in this study is consumers or customers from Wardah Beauty House Surabaya stores. Data collection was based on questionnaire.

Sampling Technique
Sampling is done by simple random sampling technique or method. Samples from this study were taken from the consumer population who purchased products at Wardah Beauty House Surabaya stores.

Validity Test and Reliability Test
The test results show that all items in question regarding brand awareness, brand association, quality perception, brand loyalty and purchase decisions are 23 items declared valid because they have a rcount value> rtable. As a result the reliability test results show Cronbach alpha values of 0.983 and greater than 0.6. So this research data can be declared reliable.

Multiple Regression Analisys
Multiple linear regression analysis is used to explain how the influence of the independent variables namely Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), and Brand Loyalty (X4) on the dependent variable is the Purchase Decision (Y). In calculating multiple linear regression analysis, researchers used SPSS 18.0. Summary of data processing can be seen in the following table:  Based on the equation model above, obtained a constant value of 0.47, this indicates that the purchase decision (Y) is worth 0.47 units if it is assumed that brand awareness (X1), brand association (X2), perceived quality (X3) and loyalty brand (X4) is 0. If the value of the independent variable 0 then the dependent variable will be worth 0.47.
The brand awareness (X1) regression coefficient is 0.091, which means that if Wardah products increase the influence of brand awareness and other brand association variables (X2), perceived quality (X3) and brand loyalty (X4) remain, it will increase the purchasing decision (Y) by 0.091 units. Brand

The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)
association regression coefficient (X2) of 0.617. It means that if Wardah products increase the influence of brand associations and other variables brand awareness (X1), perceived quality (X3) and brand loyalty (X4) remain, it will increase the purchasing decision (Y) by 0.617 units. The regression coefficient of quality perception (X3) is -0,186. This means that if Wardah products increase the influence of perceived quality and other variables of brand awareness (X1), brand association (X2) and brand loyalty (X4), then it will increase the purchasing decision (Y) by -0,186 units. Brand loyalty (X4) regression coefficient of 0.331. This means that if Wardah products increase the influence of brand loyalty and other variables of brand awareness (X1), brand associations (X2) and perceptions of quality (X3) remain, it will increase the purchasing decision (Y) by 0.331 units.
Based on the above table data it is known that the Fcounts value obtained is 39.992. This value is greater than Ftable 2.31. Also obtained a significance value of 0,000 <0,05. Then Ha is accepted, meaning that the brand awareness variable (X1), brand association (X2), perceived quality (X3) and brand loyalty (X4) simultaneously have a significant effect on Wardah product purchasing decisions (Y) Based on the table data above, it is known that the value of tcounts brand awareness variable (X1) is 0.862 < 1.985. Also obtained a significance value of 0.391 > 0.05. This shows that the brand awareness variable (X1) has an effect not partially significant on the purchasing decision variable (Y). The value of the t counts variable brand association (X2) is 7.154 > 1.985. Also obtained a significance value of 0,000 < 0,05. This shows that the brand association variable (X2) has a partially significant effect on the purchasing decision variable (Y). The value of tcounts variable perception of quality (X3) is -2.042 < 1,985. Also obtained a significance value of 0.044 < 0.05. This shows that the perceived quality variable (X3) partially has a significant effect on the purchasing decision variable (Y). The value of tcounts variable brand loyalty (X4) is 3,559 > 1,985. Also obtained a significance value of 0,001 < 0.05. This shows that the brand loyalty variable (X4) has a partially significant effect on the purchasing decision variable (Y).
Obtained an R value of 0.792. The meaning is a correlation or relationship between purchasing decision with 4 independent variables (brand awareness, brand association, perception quality, and brand loyalty) has a strong relationship because the value of R is 0.792 > 0.5. Obtained the coefficient of determination or Adjusted R square of 0.612 which means that the dependent variable of purchasing decision (Y) can be explained by the independent variable brand awareness (X1), brand association (X2), perceived quality (X3) and brand loyalty (X4) of 0.612 or 61.2% and the rest (100% -61.2% = 38.8%) are explained by other variables not included in the model.
Obtained the SEE value (Standard Error of Estimate) of 0.384. This means that the regression model error rate is 38.4%. The smaller the SEE value, the regression model is better at predicting purchase decision.

Normality Test
Based on the P-Plot output, it can be seen that the points spread around the diagonal line and follow the direction of the diagonal line. Then it can be concluded that the regression model is normally distributed.

Multicollinearity Test
The results of the multicollinearity test show that all independent variables have tolerance values above 0.10 and VIF values below 10. Then it can be concluded that there is no multicollinearity in the regression model used in this study.

Heteroscedasticity Test
The scatterplot output test results show that the points spread above and below 0 on the Y axis and do not form a clear pattern. So that it can be concluded that there is no heteroscedasticity in the regression model.

Conclusions
Based on the results and discussion in chapter IV, it can be concluded as follows: 1) Based on data processing using SPSS V.18.0. Obtained a Fcounts value of 39,992. This value is greater than Ftable 2,31. Also obtained a significance value of 0,000 < 0,05. This means that Ho is rejected and Ha is accepted, the brand awareness variable (X1), association (X2), perceived quality (X3) and brand loyalty (X4) have a simultaneous significant effect on purchasing decision variables (Y). This shows that each of the research variables is taken into consideration for prospective Wardah product customers. 2) Partially the four variables have their respective results, for the brand awareness variable the effect is not partially significant on consumer purchasing decision in Wardah products. This shows that the brand awareness is not too a consideration for prospective customers. Brand association variables have a partially significant effect on consumer purchasing decision in Wardah products. This shows that Wardah's brand association is in line with the expectations of prospective customers. Perceived quality variables have a partially significant effect on consumer purchasing decision in Wardah products. This indicates that Wardah's perceived quality is in line with the expectations of prospective customers. Brand loyalty variables have a partially significant effect on consumer purchasing decision in Wardah products. This shows that Wardah's brand association is in line with the expectations of prospective customers.

1) For Further Researchers
The suggestion for the next researcher is to identify other variables that influence consumers' purchasing decision, because the variables used in this study are only able to influence consumer buying intentions by 61.2%.

2) For Companies
The tighter competition between cosmetic product manufacturers, the researchers suggest that Wardah pay attention to the four research variables used by researchers. Continue to improve the brand awareness even though the effect is not significant, but the brand awareness still has a stake in the basis of decision making for consumers. Wardah must also continue to improve its ability to association. In this study, brand association has the highest significance value. So brand association must be continuously improved so that it can influence consumers' purchasing decision very well. In this study perseived quality has a significant influence on consumer purchasing decision. Therefore Wardah must maintain and even increase its quality products. And also brand loyalty has a significant influence on consumer purchasing decision.