PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK KARTU PRABAYAR IM3

This research is motivated competition in the mobile phone business that makes every company vying to win the competition by providing telecommunications services by issuing mobile card products. With the increasing number of companies that offer products or services to consumers, so the company is always trying to meet customers satisfaction to influence the purchasing decisions of consumers. This research aimed to examine the effect of brand awareness, perceived quality, brand associations, and brand loyalty to the consumer decision to buy a prepaid card product of IM3. The population of this research is S1 student of Universitas Pembangunan Nasional “Veteran” Jawa Timur who buy and use a prepaid card of IM3. Samples were taken of 100 respondents. Mechanical withdrawal of the sample is purposive sampling. Type of data is the primary data. Methods of data collection using questionnaires. The analysis technique used is multiple linear regression analysis. The results showed that the independent variables simultaneously have a significant influence of the dependent variabel is purchasing decision, where the value of R-square is 0,159 or 15,9%. In partial, variable brand associations has significant influence on purchasing decision, while variable brand awareness, perceived quality and brand loyalty has no significant influence on purchasing decision