Pengaruh Brand Equity Terhadap Pengambilan Keputusan Pembelian Smartphone Xiaomi

This research is motivated by the phenomenon of increasingly fierce competition between old smartphone brands and the new smartphone brands that have enlivened market competition in terms of innovation with various offers and strategies in attracting consumers so that they can become market leaders, especially the smartphone market. This study aims to examine the influence of elements of brand equity consisting of Brand Awareness, Perceived Quality, Brand Associations, and Brand Loyalty on Purchasing Decisions of Xiaomi smartphones. The type of data in this study is primary data collected through a questionnaire method using accidental sampling techniques to 100 respondents who have made purchasing decisions on smartphone products under the Xiaomi brand. While the population used as respondents in this study were students of the Muhammadiyah University of Surakarta. Then an analysis of the data obtained using quantitative and qualitative analysis. Quantitative analysis includes validity and reliability tests, classic assumption tests, multiple regression analysis, hypothesis testing through t test and F test, and analysis of the coefficient of determination (R2). The results of the analysis show that the Brand Awareness, Perceived Qualit, and Brand Loyalty variables have a positive and significant influence on Purchasing Decisions, but Brand Associations have no significant effect on Purchasing Decisions. Then through the F test it can be seen that all independent variables are indeed feasible to test the dependent variable Purchasing Decisions. Whereas Adjusted R Square of 0.735 shows that 73.5 percent of the variation in Purchasing Decisions can be explained by the four independent variables in the regression equation. While the remaining 26.5 percent is explained by other variables beyond the four variables used in this study