| This research describing on the factors that affect the decision the purchase by the product a bag with a brand brooks .And the sample data using purposive of sampling .A method in this research was with the methods because quantitative data processing using the science of statistics that is a method of shem (structural equation modelling) with application program AMOS 22 .On designing the questionnaire use likert scale as an answer than the equivalent .According to a study carried out by Harris institutions display at the interactive survey consumers choose to purchase products who have already had the famous brand name , consumers buy the bag with the famous brand on the basis of consideration the quality and also a symbol of status . From the research result conducted by showing that the variable brand awareness , brand equity , perceived quality and brand loyalty not directly influence the buying decision , on the variables of brand equity influenced by perceived quality and brand loyalty but variable brand awareness not directly influence the brand equity .In addition the result of this research also found that the variable brand awareness , brand equity give impact negatively on buying decision and also variable brand awareness give impact negatively on brand equity . |