THE INFLUENCE OF BRAND EQUITY TOWARD CONSUMER PURCHASE DECISION (A STUDY CASE OF SAMSUNG SMARTPHONE IN BEKASI)

Abstract

The present study attempts to identify the importance of Brand Equity (Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty) to examine the relationship of those factors towards consumer purchase decision in the context of smartphone industry case of Samsung smartphone in Bekasi, Indonesia. The researcher used quantitative method and employed SPSS and AMOS tool to analyze the data collected from questionnaires spread to 300 consumers who are a user/buyer or a former user/buyer of Samsung smartphone in Bekasi. The result showed that the biggest factors influencing Purchase Decision is Brand Loyalty by 54.9%. Perceived Quality also shows significant result by 38.4%. Meanwhile, this research result of Brand Awareness and Brand Association are not significantly influencing Purchase Decision by -0.6% and -14.4%. Squared Multiple Correlations (R2) of 0.584 indicates 58.4% of the variations of Purchase Decision can be explained by the four independent vatiables in the regression equation while the rest of 41.6% is explained by the other variable that are not studied in this research such as brand asserts, brand experience and perceived relevance.