ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY DI KOTA PONTIANAK

The purpose of this study was to determine and analyze the influence of brand awareness, perceived quality, and brand association, to the purchasing decision of Samsung Galaxy smartphones in Pontianak. The population in this study are all users of Samsung Galaxy smartphones in Pontianak . The number of samples that taken in this study of 100 samples. This study used a survey method and using the SPSS 17.0 for testing the validity, reliability, normality, multicollinearity, and heteroskedasitas, multiple linear regression, as well as simultaneous testing and partial in determining the results. Based on F test, the value of Fhitung is much larger than the Ftable ( 128,2 > 2.467 with a significance level of 0.000 , where the figure is less than 0.05 ) which means that the independent variable is positive and significant effect on the dependent variable. Based on the partial test(t test) that it can be concluded that for respondents from the four variables that have a partial effect on the purchase decision is Brand Awareness variable ( X1 ) and Brand Association ( X3 ). While variables partial effect is variable Consumer Perception ( X2 ). Keywords: Brand Awareness, Perceived Quality, Brand Association, and Purchasing Decisio