PENGARUH BRAND EQUITY TERHADAP MINAT BELI KONSUMEN PADA SMARTPHONE SAMSUNG DI SURABAYA

Abstract

Brand equity is a set of assets perceived by consumers which can increase or decrease the value provided by a product or service. This research aimed to examine the effect of brand awareness, quality perception, and brand association on the customers' purchase interest in smartphone Samsung at Surabaya. This research used quantitative. Meanwhile, the population of this research used the 17 years old above users of smartphone Samsung at Surabaya. Furthermore, this research used purposive sampling as the method to determine the sample therefore it obtained 100 research samples. Besides, the independent variable of this research used brand awareness, quality perception, and brand association while the purchase interest was the dependent variable. On the other hand, this research used primary data taken from questionnaire distribution. In addition, this research used multiple linear regression analysis as the research method with the SPSS program 26 version. The result of this research concluded that brand awareness and quality perception had a significant effect on the purchase interest of Samsung smartphones at Surabaya, while brand association did not have any significant effect on the purchase interest of smartphone Samsung at Surabaya.
Keywords: brand awareness, quality perception, brand association, purchase interest.