Pengaruh Ekuitas Merek yang Terdiri Dari Loyalitas Kesadaran Kualitas dan Kesan Merek Terhadap Keputusan Pembelian

Abstract

The Fastly development of smartphone technology makes it easy to interact with others, one of the important things to buy an item is brand equity. Good brand equity can encourage a company to increase profits by retaining potential customers. The purpose of this research was to know the relationship between brand equity and the decision to purchase a Xiaomi mobile phone. The variables of this study were independent variables namely loyalty (X1), Consciousness (X2), Quality (X3) and Impression (X4) and independent variable was a purchase decision (Y). The method of this research was descriptive correlative, using questionnaire instrument and The technique of this research using total sampling technique, The subject of the research were the students in the sixth semester of the pharmacist program of the Health sciences faculty of Kadiri University which consists of 73 students. The analysis technique is multiple linear regression and correlation analysis. The results of the analysis states that partially or simultaneously variable loyalty, awareness and quality image, it has significant influence to purchasing decision and the dominant variable to influence purchasing decisions is quality variable