Pengaruh Brand Equity Terhadap Keputusan Pembelian Produk Smartphone Xiaomi (Survey pada Mahasiswa Pengguna Smartphone Xiaomi di Lingkungan Fakultas Ekonomi dan Bisnis)

This research aims to determine the effect of variables in brand equity consisting of: brand awareness, brand association, perceived quality and brand loyalty against purchasing decisions. This type research is quantitative research. Population of this research is all student who use smartphone Xiaomi in economics and business faculty Muhammadiyah Surakarta University. The sanpling used a non probability sample technique with an approach purposive sampling, in order to obtain a total sample of 130 respondent. The technique of collecting data using questionnaires that have been tested for validity and reliability. Data analysis technique used is multiple regressions. The results of this research suggest that there is a positive and significant influence of brand awareness on purchasing decisions smartphone Xiaomi, that there is a positive and significant influence of brand associations on purchasing decisions smartphone Xiaomi, that there is a positive and significant influence of perceived quality on purchasing decisions smatphone Xiaomi, that there is a positive and significant influence of brand loyalty on purchasing decisions smartphone Xiaomi