Abstract
Customer buying decision making is a customer’s respond to the provider’s strategies. Buying decision made by customer based on their beliefs is the right decision. It would develop the customers’ confidence on their decision. There is a brand equity, if the customers have the brand awareness, perceived quality, brand association and brand loyalty. The objective of this research is to test the effect of brand equity’s elements to the customer’s confidence in their buying decision on Honda motorcycle in Surabaya. Keywords : brand equity, brand awareness, brand association, perceived quality, brand loyalty and customer’s confidence in their buying decision.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
