ANALYSIS OF INFLUENCE OF BRAND EQUITY TOWARD CONSUMER BUYING DECISION ON SAMSUNG SMARTPHONE (A CASE STUDY IN PRESIDENT UNIVERSITY, CIKARANG)

Abstract

This research aims to determine how much influence the brand awareness, perceived quality, brand association and brand loyalty to buying decision on Samsung Smartphone. Population used in this research is that consumers who own Samsung Smartphone at President University. Sample in this research is 70 respondents, which spread in President University and Student Housing, Cikarang. Using Quantitative method, The data that have met the test: validity, reliability, classical assumption, F test and T test, coefficient determination, and multiple regression analysis to produce the regression equation as follows: Y = 0.250 X2 + 0.259 X3 + 0.253 X4. Where Y is the buying decision, X2 is the perceived quality, X3 is the brand association, and X3 is the brand loyalty. T test showed that the three independent variables researched proved to have positive and significant impact on consumer purchasing decision as dependent variables. F test showed that the four independent variables is simultaneously influence the dependent variable. From the T-test, it shows that three independent variable has partially influence to purchasing decision with brand association gives the most significance influence. Based on the adjusted R2, it indicates that 34.0% of the consumer purchasing decision variables can be explained by three independent variables in the regression equation. The remaining 66% percent is explained by other variables outside of the four variables used in this research.