PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS PADA MAHASISWA UNIVERSITAS TADULAKO DI KOTA PALU

This study aims to determine the effect of brand equity on purchasing decisions on Asus smartphones for students at Tadulako University. The analysis technique used is multiple linear regression analysis. The sampling technique used nonprobability sampling with purposive sampling form. The number of samples used in this study were 60 respondents. The results of this study indicate that the brand equity variables which include brand awareness, brand association, perceived quality and brand loyalty simultaneously have a significant effect on the purchasing decisions of Asus smartphone brands to students at Tadulako University.
Keywords: Brand Equity, and Purchase Decisions.