Search Repository UNIVERSITAS MH.THAMRIN

ABSTRACT
The purpose of this paper is to determine the effect of brand equity and price against the
purchase decisions of consumer to the product named the aquaproof paint at PT. Adi
Cakra Utama Mulia. The study was conducted by spreading the questionnaire, while the
research method used the random sampling method. t test shows that the t value of t count
for brand equity is 2.843, the value of t count for the price is 2.337, all of which show
greater than t table 1.662, the brand equity and price partially influence positively on the
purchase decisions of consumer to the product named the paint aquaproof at PT. Adi
Cakra Utama Mulia. The F test shows that the F value is 30.918 with a significance value
of 0.000, so that the calculated F value> F table or 30.918> 3.10 or the significance level
(sig) 0.000