THE ROLE OF BRAND PREFERENCE IN MEDIATING THE RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE INTENTIONS RAIHAN FASHION IN TANJUNG MORAWA PERAN PREFERENSI MEREK DALAM MEMEDIASI HUBUNGAN ANTARA EKUITAS MEREK DENGAN NIAT BELI KONSUMEN RAIHAN FASHION DI TANJUNG MORAWA Section Articles

Abstract

This study aims to determine The Role Of Brand Preference In Mediating The Relationship Between Brand Equity And Consumer Purchase Intention Raihan Fashion In Tanjung Morawa. This research is a quantitative study with a population of 217 people and a sample of 69 respondents. The sampling technique used is non-probability sampling. The main method used is the distribution of questionnaires while the auxiliary method used is documentation of hyphothesis testing. This research uses multiple linear analysis partial test and simultaneous test. Result of data analysis multiple linear analysis Y = 3,533-0,024X-0,939Z+e. With this, it is stated that testing hypothesis 1 has an influence between brand equity (X) and consumer purchase intention (Y) of Raihan Fashion in Tanjung Morawa. This test proves that simultaneously (F), brand equity (X) has a significant effect on consumer purchase intentions (Y). This can be seen from the significant value of 0.001 < 0.05 then H1 is accepted and Ho is rejected. The results of testing hypothesis 2 indicate that there is an influence of brand preference (Z) on consumer purchase intentions (Y) of Raihan Fashion in Tanjung Morawa. The test proves that brand preference (Z) has a significant effect on 0.001 < 0.05, so Ho is rejected and H1 is accepted. The results of testing hypothesis 3 show that there is no effect of brand equity (X) on brand preference (Z) of Raihan Fashion in Tanjung Morawa. The test proves that it is significantly greater than 0.374 > 0.05. Based on the results of the calculation of hypothesis 4 with the help of the SPSS verzi 28 program, it can be seen that the R Square coefficient obtained is 97.4%. While the value of Adjusted R Square that has been obtained is 94.7%. Because in this study used independent variables and mediation, the coefficient of determination used is the number of R Square value of 97.4%. This figure means that consumer purchase intention is influenced by the level of brand equity through mediation of brand preferences by 97.4% while the remaining 2.6% is influenced by other variables outside the contribution of this study