Information seeking, Brand Equity Perceptions, and purchasing decision Making on Backhoe Heavy Machinery : Sany Brand of consumers in the Eastern regions

Abstract

This study uses quantitative research to analyze information seeking, brand equity perceptions, and purchasing decisions making on backhoe machinery: Sany Brand of consumers in Eastern Regions. The sample consisted of 400 people from various business organizations in the area who had used the machines. Questionnaires collected data and analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis to examine hypotheses. The study results found that most of the samples are from the location of the Rayong Province and have over four years of running business experience. There is a need to purchase machinery. They tend to seek news through offline media, such as through personal or word-of-mouth, and online through websites, and their main attraction comes from Facebook. The sample will interact with information inquiries on the most frequently used online media pages, seeking information only when they need information to make decisions. Word of mouth influences purchasing decisions, helps build a trustworthy image, and is often sought for information about product details or products. The sample group had opinions on the perception of brand equity of heavy machinery, backhoe type, and brand Sany regarding brand awareness, with a mean score of 4.25, the highest level. The suggestion that should be realized is that from the research results found that there is an opportunity to develop the brand to grow further by doing as follows: There must be a strict quality control system from the production process to delivery to ensure that every product has the quality according to the specified standards. There should be a clear and reliable quality assurance policy to create confidence for customers.