PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG

Abstract

This research is meant to find out the influence of brand awareness, quality perceived, brand associations, and brand loyalty to the purchasing decision. The population is all active students of School of Economics Indonesia Surabaya (STIESIA) who have ever used Samsung brand hand phone. The sample collection technique has been done by performing accidental sampling and 100 respondents have been selected as samples. The data analysis has been done by using multiple linear regressions method. The result of the test examination shows that brand awareness, quality perceived, brand association, and brand loyalty has positive and significant influence to the purchasing decision. When the brand awareness, quality perceived, brand association, and brand loyalty of customers in buying Samsung brand hand phone is getting high, it will increase the purchasing decision. The result of the test shows that based on the partial coefficient determination of the brand loyalty variable is the variable which has the most dominant influence to the purchasing decision.
Keywords: Brand Awareness, Quality Perceived, Brand Associations, Brand Loyalty, and Purchasing Decision.