PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG

This reserch was conducted with the aim of measuring the effect that affects and partially on the dimensions of equity brand equity on purchasing decisions for Samsung smartphone. Also, to see the variable that have the most influence of the dimension of brand equity in the purchasing decision of Samsung smartphone. The method used in the research is multiple linear regression. The result of this study show that brand association and brand loyalty have a positive and significant impact on purchasing decisions. However, brand awareness and perceived quality does’nt have a significant effect on purchasing decisions. In this study, brand association is a variable that has an effect on purchasing decisions