PENGARUH EKUITAS MEREK PADA KEPUTUSAN PEMBELIAN PRODUK PASCABAYAR TELKOMSEL

This study aims to determine and analyze: (1) The effect of brand equity
variable which covers brand awareness, brand association and perceived quality
on purchasing decisions of Telkomsel postpaid products (2) The Effect of
dimensions brand awareness on buying decision of Telkomsel postpaid products
(3) The Effect of the dimensions of brand association on purchasing decisions of
Telkomsel postpaid products (4) The Effect of the perceived quality dimension on
purchasing decisions of Telkomsel postpaid products. The population in the study
was all the consumers who use Telkomsel postpaid products in Palu City in the
period of January to September 2021. The total population in this study was 2.250
people. The sampling technique applied in this study was purposive sampling,
total sample was 96 respondents. Dara was collected through questionnaire
which has been tested for validity and reliability. The analysis method used
Multiple Linear Regression. The results show that (1) Variables of brand equity
namely brand awareness, brand association and perceived quality simultaneously
have a significant effect on Telkomsel postpaid products. (2) brand awareness
significantly affects the Telkomsel postpaid products (3) brand association has a
significant effect on Telkomsel postpaid products (4) perceived quality
significantly affects the Telkomsel postpaid products.
Keywords: brand awareness, brand associatio and perceived quality