PENGARUH BRAND IMAGE, BRAND EQUITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG (STUDI EMPIRIS PADA COUNTER RESMI SAMSUNG KOTA MADIUN)

Abstract

This study aims to determine the effect of brand image, brand equity and brand trust on purchasing decisions for Samsung brand smartphones (an empirical study at the Official Samsung Counter in Madiun City). The type of research used in this study is a quantitative approach. In research using multiple linear regression techniques. Sampling using Purposive Sampling technique. The sample used was 384 respondents. Based on the results of statistical tests, it shows that partially brand image has a positive and significant effect on purchasing decisions, brand equity has a positive and significant effect on purchasing decisions, brand trust has a positive and significant effect on purchasing decisions and simultaneously brand image, brand equity and brand trust on consumer purchasing decisions for Samsung brand smartphones (an empirical study at the Official Samsung Counter in Madiun City.