PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE XIAOMI

Abstract

This study aims to determine the effect of independent variables: brand equity dimension consisting of brand awareness, brand association, quality perception, and brand loyalty, to the dependent variable of purchase decision. The population in this study are consumers who use Mobile with Xiaomi brand on the campus environment STIESIA Surabaya whose population is not known for sure, and this research sampling technique by using purposive sampling technique, the sample used in this research is 100 respondents, done in 2018. The type of data used in this study is the primary data using questionnaires. The analysis technique used is multiple linear regression analysis. The result of this research by using t test indicate that brand awareness, brand association, quality perception, and brand loyalty have positive and significant influence to purchasing decision, whereas using model feasibility test show result of feasible model used in further test
Keywords : brand awareness, brand association, quality perception, and brand loyalty, purchasing decisions