ABSTRACT:
In the era of globalization which is increasingly developing rapidly, it is causing progress in every segment, especially the world of technology. All these advances and changes can be accessed easily and quickly via the internet. This has triggered business players to develop their business digitally, one of which is Go-Jek. The aim of the research is to test and analyze the significance of the influence of brand equity and service quality on purchasing decisions through purchase interest as mediation. The research method explains that the research location is the scope of Malang Raya. This type of research is explanatory research which aims to obtain an explanation of the relationship (causality) between variables; through hypothesis testing. The population in this study were Go-Jek service users within the scope of Malang City. The total research sample was 105 respondents. The results of the research show that there is a significant and positive influence between the brand equity and service quality variables on purchasing interest, there is a significant and positive influence between the brand equity and service quality variables on purchasing decisions, there is a positive influence between the brand equity and service quality variables on purchasing decisions. purchase through purchase interest. Research limitations: This research was only carried out in the Greater Malang area. This research uses the minimum sample required to use path analysis. This research only uses independent variables: brand equity and service quality, dependent variable: purchase decision and intervening (mediation) variable: purchase intention.

Keywords: Brand Equity, Service Quality, Purchase Intention and Purchase Decision