The formulation of the problem in this study is to analyze the external and internal factors of the company and the influence of brand equity on purchasing decisions. This study aims to determine the effect of brand equity which includes elements of brand equity, namely: brand awareness, brand association, perceived quality, and brand loyalty to PT. Sun Hope Indonesia.The research method used in this study is a qualitative research method. This research was carried out at PT. Sun Hope Indonesia, Jakarta. The research subjects in this study amounted to twenty three (23) people, namely: three (3) internal informants and twenty (20) external informants. Data collection techniques with open observation and interviews with internal and external informants. Data collection instruments using interview guides. Data analysis was carried out descriptively. The data analysis technique used is SWOT analysis. The results of this study indicate that:(1) brand awareness has a positive effect on purchasing decisions, this is evidenced by the results of in-depth interviews with consumers, (2) brand associations, (3) quality perceptions have a positive effect on purchasing decisions, (4) customer loyalty positive influence on purchasing decisions.
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