PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PROVIDER TELKOMSEL PADA MAHASISWA STIESIA SURABAYA

Abstract

The aim of this research are to examines the effect of brand equity consists of brand association, quality
perception, brand loyalty on Telkom provider purchase decision in students of Indonesia Economic School
(STIESIA) Surabaya. This study includes comparative causal research that is problem research as causal
relationship between two variable or more. Population of this research are all students of STIESIA Surabaya
who using Telkomsel provider. Sampling method that used is purposive sampling wi th criteria as follows : (1)
Students of STIESIA who using Telkomsel provider for more than a year, (2) Students of STIESIA who ever
recommend Telkomsel provider to other. Data collecting technique uses questionnaire to 100 respondents. Data
analysis technique used in this research are multiple linear regression. The result of this research show that
brand awareness have positive effect on Telkomsel provider purchase decision to STIESIA students. Brand
association have positive effect on Telkomsel provider purchase decision to STIESIA students. Quality
perception have positive effect on Telkomsel provider purchase decision to STIESIA students. Brand loyalty have
positive effect on Telkomsel provider purchase decision to STIESIA students.
Keywords : brand equity, purchase decision