THE ANALYSIS OF BRAND EQUITY TOWARDS CONSUMER PURCHASING DECISION OF NOKIA SMARTPHONE (A CASE STUDY IN PRESIDENT UNIVERSITY)

Abstract

The Smartphone industry is getting more competitive. Nokia was the market leader in this industry until feature phone getting replaced by Smartphone. However, Nokia still in the top three smartphone vendors although it is keep declining in the market; shows the brand Nokia still exist and strong in consumers mind. This research is aimed to analyze does elements of Brand Equity have influences towards Purchasing Decision of Nokia Smartphone. This research use 96 respondents as calculated with Slovin formula that had purchase Nokia Smartphone. The population of this research is President University students, batch 2011 - 2013. Hence, data were analyzed using quantitative analysis; contain validity and reliability test, classic assumption test, and multiple regression analysis to test the hypothesis through F-test, T-test, and coefficient of determination. The data that have met validity test, reliability test, and classical assumptions processed, resulting regression equation as follows: This research shows that Brand Association (X2), Brand Awareness (X3), and Perceived Quality (X4) have significant influence towards Nokia Purchasing Decision (Y). The F test showed that brand loyalty, brand association, brand awareness, and perceived quality simultaneously influence the purchase decision. Figures adjusted R square of 0.453 indicates that 45.3 percent of the variations of purchase decision can be explained by four independent variables used in the regression equation, while the rest 54.7 percent is explained by another variable outside the four variables used in this research.