PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN KONSUMEN MEMBELI POSEL BLACKBERRY DI KOTA PADANG

Abstract

Now the competitive business smartphone is very high level. Blackberry for the favorite smartphone have been down, because the new technology was used by Android. The goal of the research to improved influence brand equity on the consumer buying decision Blackberry phone cellular in Padang city. The reserve have used 100 user Blackberry phone cellular around in Padang city. The collecting of the data has doing with purposive sampling. Category of data on primary. The collecting of the data with observation questioner. The research have been using two type variable. The first variable consumer buying decision Blackberry cellular phone. Second variable independent. The independent variable consist of brand awareness, brand perceived quality, brand association and brand loyalty. The processing of the problem has the way with statistic analysts (multiple regression and t-test). The base of the test has been founding brand awareness, brand perceived quality, brand association and brand loyalty not significant effect on consumer buying decision Blackberry cellular phone in Padang city.
Keyword: Brand Awareness, Brand Perceived Quality, Brand Association and Brand Loyalty