| Summary: | The retail competition which is so tight make the retail companies started
paying attention to the wishes and needs of customers or consumers, by making
the right marketing strategy. One of the marketing strategy undertaken by the
marketer is to build a brand.
Today, the brand is considered by the company as assets or equity of the
company, because it has intangible, emotional, faith, hope value, and loaded with
a customer or consumer perception. To increase brand equity, the efforts carried
out by the excellent service both in terms of physical (store atmosphere) and nonphysical
(service quality) to influence the consumer buying process. Now, the
factors influencing the purchase decision of a person is internal factors such as
demographic characteristics (education, gender, and employment)
This study analyzed whether Service Quality and Atmosphere Store
influence Brand Equity and purchasing decisions by moderating factor of the
demographic characteristics namely gender, education and employment are
important in the retail company. This research was conducted at Gramedia
Bookstore Malang Town Square (MATOS). The results of study in the form of
respondent answers were weighted by using Likert�s scale and then analyzed with
regression models. In overall, the influence of service quality and store
atmosphere is assessed giving influence on brand equity, as well as brand equity
on purchase decisions. From the results of study also found that education,
employment does not strengthen the brand equity influence on purchase decisions
at Gramedia Bookstore MATOS.
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