ANALYSIS THE INFLUENCE OF BRAND EQUITY TOWARD CUSTOMER BUYING DECISION OF BLACKBERRY (A CASE STUDY IN PRESIDENT UNIVERSITY STUDENTS)

Abstract

BlackBerry is used to dominating the smartphone market in Indonesia back to 2011. As the time goes on and the tight of the smartphone competition, BlackBerry starts falling down. In term of keep the existence and being number one smartphone brand in Indonesia of course BlackBerry should has better brand equity rather than other competitors in the smartphone industry. This research conducted to find the influence of brand equity towards customer purchasing decision of BlackBerry. This research will use four components of brand equity as the independent variables, there are brand awareness, brand loyalty, perceived quality and brand associations. This is quantitative research with utilizes multiple linear regression. The population is 4.181 of President University students, and the sample size will determined by Slovin formula with confidence level 90%. Based on the Slovin formula, the sample size in this research is 98 respondents but researcher has rounded it into 100 respondents. The conclusion of the research is shown in the result of SPSS 16.0 with the R Square value of 0.448 obtained; it means that 44.8% of customer purchasing decision can be represented by the independent variables in this research. The results in this research are brand awareness, brand loyalty, perceived quality, and brand associations have influence on customer purchasing decision.