Relationship of Marketing Mix, Brand Equity to Purchase Decision and Loyalty with Digital Wallet as Moderating during the Covid 19 Pandemic Period

This study aims to examine the relationship between Marketing Mix, Brand Equity with Purchase Decisions, and Loyalty Digital Wallets reinforce purchasing decisions. research is included in cross-sectional because it was conducted at a particular time not compared other studies. The sample selection technique used non-probability sampling, namely convenience samples, questionnaires were distributed via e-link Whatsapp Facebook. of this population aged 17 years over who live Jakarta, Bogor, Depok, Tangerang, Bekasi. number samples 271 respondents. uses simultaneous equation approach model two-stage least square (2SLS) estimation techniques data processing SPSS version 26.00. results showed that marketing mix, brand equity, customer loyalty positively significantly affected satisfaction. wallets played moderating factor, statistically, do influence decisions satisfaction loyalty. findings are improving smartphone decisions, best effort prioritize aspects mix equity. digital wallet factor drives consumer Furthermore, can be built long term through efforts optimize