ANALYSIS ON THE INFLUENCE OF BRAND EQUITY TOWARDS CONSUMER PURCHASE INTENTION CASE STUDY OF NOKIA/MICROSOFT LUMIA IN PRESIDENT UNIVERSITY

Abstract

This study is conducted to analyze the significant influence of brand equity towards consumer purchase intention. There are four dimension of brand equity that is employed in this study and treated as the independent variable, which are: (1) Brand Awareness, (2) Perceived Quality, (3) Brand Association, and (4) Brand Loyalty. Consumer purchase intention is treated as the dependent variable in this study. Slovin’s formula is employed for the sampling size calculation with 90% confidence level. This study implements quantitative research method. The questionnaire is used as a tool in this study to be able to measure the significance influence of each dimensions (variables). The population in this study is President University students of batch 2011, because at this age they are assumed to be independent individuals who make their own purchase decision. This study use multiple-linear regression as its statistical treatment of data with descriptive as complement; pearson product-moment correlation test for validity, cronbach’s alpha for reliability, and classical assumption test as the pre-requisite for multiple-linear regression analysis. All items used in this study are valid and normally distributed with no multicollinearity and heteroscedasticity detected. T-test and F-test are employed for the hypothesis testing. This study find that brand awareness, perceived quality, and brand association has no significant influence towards consumer purchase intention whereas a whole, they have simultaneous significant influence towards consumer purchase intention.