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Zaenal Muttaqin

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Review Open access Sep 2026

The Effect Of Brand Equity On Purchasing Decisions (Study at PT. X in 2025)

The increasing competition in the gold jewelry industry encourages companies to establish strong brand equity to influence consumers’ purchasing decisions. PT. X has implemented various brand equity enhancement strategies through improving brand awareness, brand association, perceived quality, and brand loyalty. Theref...

Nathania Rendyasti Cahyaningtyas, A. Muftiadi, Zaenal Muttaqin · 0 citations

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