PENGARUH BAURAN PEMASARAN DAN EKUITAS MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SMATRPHONE

Abstract

This research is meant to find out and test the influence of variables i.e. product, price, distribution promotion and brand equity to the purchasing decision of ASUS Zenfone smartphone to all students of STIESIA Surabaya. The population of this research is all students of STIESIA Surabaya with the samples are 116 respondents. The data analysis technique has been done by using multiple linear regressions analysis which is meant to calculate the amount of coefficient regressions in order to shows the purchasing decision. Meanwhile, goodness of fit test (F test) has been carried out to test the model feasibility in this research. The result of the hypothesis test (t test) shows that the product has positive influence to the purchasing decision, price has positive influence to the purchasing decision, distribution has positive influence to the purchasing decision, promotion has positive influence to the purchasing decision and brand equity has positive influence to the purchasing decision of ASUS Zenfone smartphone to all students of STIESIA Surabaya. Meanwhile, product variable has dominant influence to the purchasing decision of ASUS Zenfone smartphone to all students of STIESIA Surabaya.
Keywords: marketing mix, brand equity and purchasing decision.