PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

This study aims to find out how the influence of brand image on purchase decision Asus smartphone students in Faculty Economics State University of Jakarta. This research uses quantitative approach by collecting data through survey method. The sampling technique used non probability sampling with purposive sampling method with the criteria of Asus smartphone user in in Faculty Economics State University of Jakarta. Sample amounted to 117 respondents with data collection techniques using questionnaire. The technique used to analyze the data in this research is descriptive analysis, simple linear regression analysis, assumption classic, analysis and hypothesis testing. The results of this study indicate that the brand image has positive effect on purchase decision, evidenced from the value of t count higher than t table is 12.462 > 1,982 with a significance value is 0.000 smaller than 0.05 and the coefficient correlation (r) has a positive value is 0.758. Brand image affects 57.5% of purchase decision, it is proved from the value of coefficient determination (R²) is 0.575 which means that the magnitude of the influence of confidence variable 57.5%, while the rest of 42.5% influenced by other factors not included in this stud