Pengaruh Brand Equity Terhadap Keputusan Pembelian Iphone (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas 17 Agustus 1945 Samarinda)

Abstract

The purpose of this study are: 1). To find out and analyze the effect of Brand Loyalty partially on iPhone purchasing decisions. 2). To find out andanalyze the influence of Brand Awareness partiallyon iPhone purchasing decisions. 3). To find out and analyze the effect of Perceived Quality partially on iPhone purchasing decisions. 4). To find out and analyze the influence of the Brand Association partially on iPhone purchasing decisions. 5). To find out and analyze the effect of Brand Loyalty, Brand Awareness, Perceived Quality, and Brand Association simultaneously on iPhone purchasing decisions. 

This research is claimed to be conducted at the University of 17 August 1945 Samarinda at Jl. Ir. H. Juanda, No. 80. Samples taken were 93 respondents using themethod Non Probability Sampling withtechnique purposive sampling. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this study uses multiple linear regression analysis using the SPSS v23 program aids. 

The results showed that 1).variable Brand loyalty partially significant effect on purchasing decisions. 2). Thevariable  brand awareness does not have a partially significant effect on purchasing decisions. 3).variable Perceived quality has a significant effect on purchasing decisions partially. 4). The variable brand association does not have a partially significant effect on purchasing decisions. 5). The variables of brand loyalty, brand awareness, perceived quality, and brand association have a significant effect simultaneously on purchasing decisions.