Pengaruh Brand Equity Terhadap Pengambilan Keputusan Pembelian Smartphone Xiaomi(Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to examine the influence of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, and Brand Association) to decision making Xiaomi smartphone purchase (Case study of university students muhammadiyah Surakarta). While the sample research as many as 100 respondents obtained by using students purposive sampling technique is the selection of sample members with certain criteria. The method of analysis used in this research is normality test, multicollinearity test, heterokedastisity test, multiple linear regression, T test, F test, and coefficient of determination (R2). The results showed that simultaneously variable Brand Awareness, Brand Loyalty, Perceived Quality and Brand Association showed significant results. This is evidenced by the value of sig-F which is smaller than the significant value of 0.05 or 5%. From Determination Coefficient Test (R2) obtained results of 0.678 this means that 67.8% variation of Purchase Decision can be explained by Brand Equity variable while the rest of 32.2% is explained by other factors outside the model under study