PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA BANDUNG

This study aims to determine the effect of brand equity on purchasing decisions for Samsung smartphones in the city of Bandung. This study uses quantitative methods of descriptive research type. The sampling technique used a non-probability sampling technique with purposive sampling type with a total of 400 respondents. The data analysis technique used in this study was descriptive analysis and multiple linear regression analysis. The results of the study conclude that partially, brand equity has a significant effect on purchasing decisions for Samsung smartphones in the city of Bandung. In addition, the results of the study state that brand equity which consists of brand awareness, brand association, perceived quality, and brand royalty simultaneously has a significant effect on purchasing decisions on these products.Penelitian ini bertujuan untuk mengetahui pengaruh dari brand equity terhadap keputusan pembelian smartphone Samsung di kota Bandung. Penelitian ini menggunakan metode kuantitatif jenis penelitian deskriptif. Teknik sampling menggunakan teknik non probability sampling jenis purposive sampling dengan total responden sebanyak 400. Teknik analisis data yang digunakan pada penelitian ini adalah analisis deskriptif dan analisis regresi linear berganda. Hasil penelitian menyimpulkan bahwa secara parsial, brand equity berpengaruh signifikan terhadap keputusan pembelian smartphone Samsung di kota Bandung. Selain itu, hasil penelitian menyatakan bahwa brand equity yang terdiri dari brand awareness, brand association, perceived quality, dan brand royalty secara simultan berpengaruh signifikan terhadap keputusan pembelian pada produk tersebut