PENGARUH EKUITAS MEREK, HARGA DAN PREFERENSI MEREK TERHADAP NIAT MEMBELI PADA SMARTPHONE SAMSUNG GALAXY SERIES

Abstract

The purpose of this study is to determine the effect of brand equity, price and brand preference on consumer purchase intentions on Samsung Galaxy Series smartphones. Data analysis using multiple linear regression to determine the significance of each independent variable on the dependent variable. This analysis includes Test Validity, Reliability Test, Multiple Regression Analysis, and Hypothesis Test through F Test and t Test, as well as analysis of the Determination Coefficient (R²). The population and sample in this study are consumers who have used and already know Samsung Galaxy Series smartphones, with a total sample of 100 respondents. The sampling technique used was purposive sampling. Based on the results of the study show that brand equity has an influence on consumers' purchase intention to buy and use a Samsung Galaxy Series smartphone. And variables that have no effect on purchase intention in this study are the price variable and brand preference. Overall, brand equity, price and brand preference have an effect simultaneously with R2 of 79.6%, this can be a special concern for companies in improving all aspects that affect price or brand preference to be able to increase sales and can also dominate the market.