PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDY PADA SMARTPHONE APPLE SURABAYA)

This study will be based-research by the intense competition in the Smartphone industry. As an example of Apple's Smartphone products, where these products are experiencing an increase in the purchase price while increasing dollars compared with other products. The research was distributed by the intense competition in the Smartphone industry. As an example of Apple's Smartphone products, this product is undergoing a guardian purchases when the price of the dollar increased compared to other products.The objectives of this study were (1) to study the level of the purchasing decision process of Smartphone Apple in Surabaya, and (2) to study the brand equity affecting the purchasing decision process of Smartphone Apple in Surabaya. Data were obtained from the surveys given to 100 customers who purchase Smartphone Apple in Surabaya. Accidental Sampling method was used to collect data. Data analysis was performed by using a statistical program. Statistics used in the study purposive sampling and regression analysis was used to test the hypothesis. The results of this study can be concluded as follows that brand awareness, brand association, and brand loyalty positively affect but has no significant affect on purchasing decisions, while perceived quality has negative affect but has no significant affect on purchasing decision. Keywords: brand awareness, perceived quality, brand association, brand loyalty, purchasing decisio