ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS ZENFONE DI PALEMBANG

ABSTRACT

This study was conducted to determine the influence of brand equity on
purchase decisions Asus Zenfone smartphone in Palembang. This type of research
is a kind of field study research through surveys. The sample used in this study is
that consumers who have made a purchase smartphone Asus Zenfone 100
respondents and the sampling technique used was purposive sampling technique.
Data analysis techniques used are validity and reliability, descriptive test, classic
assumption test, multiple linear regression analysis and test of goodness of fit
(coefficient of determination R2), F test, t test). Results of the study showed the
independent variable (X) is able to explain 41.5% Asus Zenfone smartphone
purchase decision and the balance of 58.5% is explained by other variables not
included in this study. Partial assay results indicate the brand awareness and
brand association but not significant positive effect whereas perceived quality and
brand loyalty positive and significant impact on purchasing decisions smartphone
Asus Zenfone.

KeyWords :Brand Equity, Brand Awareness, Brand Association, Perceived
Quality, Brand loyalty, Purchasing Decisions