Analisis Ekuitas Merek dan Harga terhadap Keputusan Pembelian Smartphone Samsung pada Mahasiswa Universitas Muhammadiyah Mataram

Abstract

This study is motivated by the importance of understanding the factors that influence purchasing decisions, particularly in the competitive context of technology products such as smartphones. The objective of this research is to examine the effect of brand equity and price on the purchasing decisions of Samsung smartphone users among students at Universitas Muhammadiyah Mataram. A quantitative approach was used with a non-probability sampling method, and data were collected through the distribution of 50 questionnaires to purposively selected respondents. Data analysis was conducted using multiple linear regression. The results show that brand equity has a significant influence on purchasing decisions, as evidenced by a t-value of 4.772 > t-table value of 2.014 and a significance level of 0.000 < 0.05. Price also has a positive and significant influence, with a t-value of 3.875 > 2.014 and a significance level of 0.037 < 0.05. Brand equity is the most dominant factor affecting purchasing decisions, as indicated by a standardized coefficients beta value of 0.672 compared to 0.327 for price. Simultaneously, the variables of brand equity and price explain 37% of the variance in purchasing decisions, while the remaining 63% is influenced by other factors outside the model. These findings underscore the importance of strengthening brand equity and implementing appropriate pricing strategies to drive consumer purchasing decisions.