PENGARUH ELEMEN EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DI SURABAYA ATAS KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

Customer buying decision making is a customer's respond to the provider's strategies.
Buying decision made by customer based on their beliefs is the right decision. It would
develop the customers' confidence on their decision. There is a brand equity, if the
customers have the brand awareness, perceived quality, brand association and brand
loyalty. The objective of this research is to test the effect of brand equity's elements to
the customer's confidence in their buying decision on Honda motorcycle in Surabaya.
Keywords : brand equity, brand awareness, brand association, perceived quality, brand
loyalty and customer's confidence in their buying decision.