PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA SMARTPHONE SAMSUNG DI WILAYAH JAKARTA)

• Main Author: Kautsar Pramundhika, (Author)
• Format: Book
• Published: 2022-07-04.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/20920/15/AWAL.pdf; http://repository.upnvj.ac.id/20920/4/ABSTRAK.pdf; http://repository.upnvj.ac.id/20920/5/BAB%201.pdf; http://repository.upnvj.ac.id/20920/6/BAB%202.pdf; http://repository.upnvj.ac.id/20920/7/BAB%203.pdf; http://repository.upnvj.ac.id/20920/8/BAB%204.pdf; http://repository.upnvj.ac.id/20920/9/BAB%205.pdf; http://repository.upnvj.ac.id/20920/10/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/20920/11/HASIL%20PLAGIARISME.pdf; http://repository.upnvj.ac.id/20920/2/ARTIKEL.pdf; http://repository.upnvj.ac.id/20920/12/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/20920/13/LAMPIRAN%20.pdf; http://repository.upnvj.ac.id/20920/14/AWAL.pdf
• Keywords: HE Transportation and Communications

Samsung as the best smartphone provider is evidenced by its sales which increased during the 3rd quarter of 2020. Revenue was KRW 66.96 trillion which is the highest in the company's history, while operating profit of KRW 12.35 trillion increased by 52% from the previous 3 months period. And 59% better than the previous year. The consumer's decision to buy a product itself is a systematic pattern that begins with the customer recognizing the problem, recearching information about the product of service leading to a purchase decision. Seeing these problems, researchers conducted a study to find out how much influence brand equity has on purchasing decisions, especially on samsung smartphones in the Jakarta area. The theory used in this research is Aaker's theory and the method used is quantitative method. The population in this study were people in the Jakarta area by distributing. Questionnaires to 100 respondents. The techinque used in this study is multiple linear regresiion analysis using hypothesis testing, namely F and T tests. The results of this study indicate that brand equity variables consisting of brand awareness, brand associations, perceived quality and brand loyalty have a significant influence on purchasing decicions for samsung smartphones. From the results of the F test calculation, it is know that F count = 32.215 with significant level of 0.000 < 0,05. Brand awareness has a regression coefiicient of 0.189, brand associations have a regression of 0.125. perceived quality has a regression of 0.324 and brand loyalty has a regression of 0.299. ir can be concluded that the perveived quality variable is the most dominant variable influencing purchasing decisions of Samsung smartphone in the Jakarta area.