Abstract

MONTALVAN ARATIA, Alejandra  and  CHIRAPA ROMERO, Jazmin Cristhel. “VALOR DE MARCA Y LA DECISIÓN DE COMPRA DE LOS CLIENTES DE LA MARCA MASTER BELLE, LIMA - PERÚ 2021. Cienc. adm. [online]. 2024, n.23, pp.1-2. ISSN 0009-6784.  http://dx.doi.org/https://doi.org/10.24215/23143738e125.

The aim of the study was to establish the relationship between brand equity and the purchase decision of Master Belle brand customers, Lima - Peru 2021. The research assumed the quantitative approach, hypothetico-deductive model, the non-experimental cross-sectional correlational design. The 150 customers in the company database updated to 2021 were taken as the population; the sample used was made up of 109 customers of the brand. The study was carried out through a questionnaire and its reliability was obtained by the Cronbach's alpha coefficient VM. (0,718) and DC. (0,863). The results indicated a direct and high relationship between the variables, with a Spearman Rho (0,639). In this way, the results showed that the brand equity is significantly related to purchase decision, that is, the greater the perception of a good development of the brand equity, the greater the purchase decision of customers towards Master Belle brand products will be.

Keywords : consumer behavior; purchase decision; brand equity.

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