THE INFLUENCE OF BRAND EQUITY TOWARD CONSUMER PURCHASE DECISION ON NOKIA SMARTPHONE (A CASE OF NOKIA SMARTPHONE USERS IN BEKASI)

Abstract

This research aims to determine how much influence the perceived quality, brand association, and brand loyalty to consumers purchase decision on Nokia Smartphone. Population used in this research is that consumers who own Nokia Smartphone in Bekasi. Sample in this research is 70 respondents, which spread around Bekasi. Using Quantitative method, the data 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= -0.251+0.298X2 +0.572X3 where Y is the purchase decision, X1 is perceived quality, X2 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 purchase decision as dependent variables. F test showed that four independent variables is simultaneously influence the dependent variable. From the T test, it shows that three independent variable has partially influence to purchase decision with brand loyalty gives the most significance influence.