PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA BANDUNG
Abstract
This study aims to determine the effect of brand equity on purchasing decisions for Samsung smartphones in the city of Bandung. This study uses quantitative methods of descriptive research type. The sampling technique used a non-probability sampling technique with purposive sampling type with a total of 400 respondents. The data analysis technique used in this study was descriptive analysis and multiple linear regression analysis. The results of the study conclude that partially, brand equity has a significant effect on purchasing decisions for Samsung smartphones in the city of Bandung. In addition, the results of the study state that brand equity which consists of brand awareness, brand association, perceived quality, and brand royalty simultaneously has a significant effect on purchasing decisions on these products.
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