Merya Ulfa, Pengaruh Brand Equity Terhadap Keputusan Pembelian Handphone Merek Samsung Di Kota Sampang. Dibawah bimbingan Dr. Mohammad Arief, SE., M.M. Ekuitas merek adalah seperangkat asosiasu dan perilaku yang dimiliki oleh pelanggan merek, anggota saluran distribusi, dan perusahaan yang memungkinkan suatu merek mendapatkan kekuatan, daya tahan, dan keunggulan yang membedakan dengan para pesaing. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek terhadap keputusan pembelian handphone merek samsung di kalangan remaja Kota Sampang. Teknik pengambilan sampel dalam penelitian ini menggunakan metode Non probability sampling dengan teknik sampling purposive, dan dianalisis dengan software IBM SPSS 2.0. Hasil penelitian ini menunjukkan bahwa variabel brand awareness (X1) bernilai sebesar 0,826 yaitu menunjukkan nilai sebesar 0,000< 0,05, hal ini menunjukkan bahwa variabel brand awareness berpengaruh signifikan terhadap keputusan pembelian. Variabel brand association (X2) bernilai 0,850 yaitu menunjukkan niali sebesar 0,000< 0,05, hal tersebut menunjukkan bahwa variabel brand association berpengaruh signifikan terhadap keputusan pembelian. Berdasarkan pengujian nilai Ftabel2,47 >Fhitung sebesar 174,797 dengan signifikansi 0,000 <0,05, hal ini menunjukkan pada brand awareness, brand association, perceived quality, brand loyalty berpengaruh secara simultan atau bersama-sama terhadap keputusan pembelian. Kata Kunci: Kesadaran Merek, Asosiasi Merek, Persepsi Merek, Loyalitas Merek, Keputusan Pembelian


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Merya Ulfa, The Influence of Brand Equity on Purchasing Decisions for Samsung Smartphones in Sampang City Under the guidance of Dr. Mohammad Arief, SE., M.M. Brand equity is the set of associations and behaviors shared by brand customers, distribution channel members, and companies that enable a brand to gain strength, durability, and an edge that differentiates it from competitors. The purpose of this study was to determine the effect of brand equity on purchasing decisions for Samsung smartphones among teenagers in Sampang City. The sampling technique in this study used a non-probability sampling method with a purposive sampling technique, and was analized with IBM SPSS 2.0 software. The result of this study indicate that the Brand awareness variable (X1) has a value of 0.826, which shows a value of 0.000 <0.05, this indicates that the brand awareness has a significant effect on buying desicion. The brand association variable (X2) has a value of 0.850, which shows a value of 0.000 <0.05, this indicates taht the brand association variable has a significant effect on buting decision. Based on testing the Ftable value of 2,47> Fcount of 174,797 with a significance of 0.000 <0.05, this shows that Brand Awareness, Brand Association, Perceived Quality Brand Loyalty simultaneosly or collectively affect buying decision. Keywords : Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Buying Decision