Pengaruh Ekuitas Merek Terhadap Keputusan Menggunakan Operating System Merek Android Pada Smartphone Di Kota Lhokseumawe

Abstract

This research was based on the phenomenon of the emergence of new brands specifically for Smartphone Android beverage product category. The study problem is "How to influence decision of purchasing the brand equity of Smartphone Android?". This study specifically examines the elements of brand equity which consist of brand awareness, brand association, perceived quality, and brand loyalty. The purpose of this study is to analyze the influence of the four elements of brand equity on brand purchasing decisions of Smartphone Android. After doing the literature review and setting up the hypotheses, the present writer collected data by giving questionnaires to 100 Smartphone Android customers in Lhokseumawe,  with purposive sampling technique involved. Then the data obtained were analyzed using quantitative and qualitative data analysis methods. Hypothesis testing using the F test showed that the four independent variables under study were found to significantly affect the dependent variable Buying Decision. While hypothesis testing using t test showed that the variable Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty were feasible to test the dependent variable Buying Decision.

Keywords  :Purchasing decisions, brand awareness, brand association,

                    perceived quality, and brand loyalty.