Pengaruh ekuitas merek terhadap keputusan pembelian produk handphone iphone 6 pada mahasiswa Universitas Wijaya Kusuma Surabaya
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Febrianti, Erika
Subject
HB Economic Theory
Datestamp
2020-02-26 08:37:35
Abstract :
ABSTRACT The phenomenon of competition between existing companies has made every company realize a need to maximize company assets for the survival of companies that produce mobile products. One of the assets to achieve this condition is through the brand. Brands are becoming increasingly important because consumers are no longer satisfied with just fulfilling their needs. The purpose of this study is to determine brand equity which includes brand awareness, brand association, perceived quality and brand loyalty towards purchasing decisions. This study consists of independent variables, namely brand equity which includes brand awareness, brand association, perceived quality, brand loyalty and the dependent variable is purchasing decisions. The population in this study is the students of Wijaya Kusuma University in Surabaya, especially the Faculty of Economics & Business, the Faculty of Law, and the Faculty of Engineering who have and use iphone brand mobile phones. The sampling technique used is purposive sampling and then the data is processed by multiple regression analysis. The results of this study are based on partial and simultaneous tests proving that all independent variables are brand equity which includes brand awareness, brand association, perceived quality and brand loyalty significantly influence variables dependent, namely the decision to purchase an iPhone 6 mobile product at Surabaya Wijaya Kusuma University Students. It can be seen that the adjusted R square obtained is 0.712. This means that 71.2% of purchasing decisions (Y) can be explained by brand awareness variables (X1), brand associations (X2), perceived quality (X3), brand loyalty (brand) loyalty) (X4). While the remaining 0.288 or 28.8% purchase decision (Y) is influenced by other variables not examined in this study. Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Purchasing Decisions.
ABSTRACT The phenomenon of competition between existing companies has made every company realize a need to maximize company assets for the survival of companies that produce mobile products. One of the assets to achieve this condition is through the brand. Brands are becoming increasingly important because consumers are no longer satisfied with just fulfilling their needs. The purpose of this study is to determine brand equity which includes brand awareness, brand association, perceived quality and brand loyalty towards purchasing decisions. This study consists of independent variables, namely brand equity which includes brand awareness, brand association, perceived quality, brand loyalty and the dependent variable is purchasing decisions. The population in this study is the students of Wijaya Kusuma University in Surabaya, especially the Faculty of Economics & Business, the Faculty of Law, and the Faculty of Engineering who have and use iphone brand mobile phones. The sampling technique used is purposive sampling and then the data is processed by multiple regression analysis. The results of this study are based on partial and simultaneous tests proving that all independent variables are brand equity which includes brand awareness, brand association, perceived quality and brand loyalty significantly influence variables dependent, namely the decision to purchase an iPhone 6 mobile product at Surabaya Wijaya Kusuma University Students. It can be seen that the adjusted R square obtained is 0.712. This means that 71.2% of purchasing decisions (Y) can be explained by brand awareness variables (X1), brand associations (X2), perceived quality (X3), brand loyalty (brand) loyalty) (X4). While the remaining 0.288 or 28.8% purchase decision (Y) is influenced by other variables not examined in this study. Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Purchasing Decisions.
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