Date: 20-09-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

Pengaruh Brand Equity terhadap Keputusan Pembelian Kartu Seluler Merk SIMPATI

Author Maria Ulfa
Category Manajemen Pemasaran


The purpose of this research to determine components of brand equity consists of brand awareness variables, the impression of quality, brand associations and brand loyalty simultaneously and partially influence the purchasing decision SimPATI cards to students in the city of Malang, and to identify variables brand awareness, impression quality, the association brand and brand loyalty dominant influence purchasing decisions on the student card SimPATI in Malang. Results of the study proved that Brand Awareness variables (X1), Impression Quality (X2), Trademark Association (X3), and Brand loyalty (X4) simultaneously and partially have a significant influence on purchase decision (Y). Brand Awareness (X1) as dominant variables that influence buying decision