Pengaruh Ekuitas Merek Terhadap Keputusan PembelianSmartphone Samsung (studi kasus pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Mulawarman Samarinda)

Abstract

This research was conducted to analyze the effect of brand equity on purchasing decisions smartphone Samsung undergraduate student of the Faculty of Social and Political Sciences, Mulawarman University. This study used quantitative methods and 100 respondents to collect data using a questionnaire. The data analysis technique used is validity and reliability test, classic assumption test, multiple linear regression, t test and f test as well as test the results of the most influential variables. The results showed that partially the variables brand awareness (X1), brand association (X3) and brand loyalty (X4) has a positive and significant effect, while the perceived quality variable (X2) has a non-significant positive effect on purchasing decisions (Y). Simultaneously brand equity consisting of brand awareness (X1), perceived quality (X2), brand association (X3) and brand loyalty (X4) has a positive and significant effect on purchasing decisions (Y), and brand loyalty variables are stated to have the most influence on purchasing decisions for students of the Faculty of Social and Political Sciences, University of Mulawarman.