Watratan, Lisa Rosalina (2023) Pengaruh Ekuitas Merek dan Iklan terhadap Keputusan Pembelian Hp Iphone (Studi Kasus pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to describe brand equity, advertising and purchasing decisions, determine the effect of brand equity on purchasing decisions, determine the effect of advertising on purchasing decisions and determine which variables of brand equity and advertising have the dominant influence on purchasing decisions. The population in this study were students of the Faculty of Economics and Business, Merdeka University, Malang. Using simple random sampling method, the number of samples used is 75 samples. The data collection technique uses a questionnaire by utilizing the Google form. Data analysis techniques using instrument test, classical assumption test, multiple linear regression analysis and hypothesis testing. the results of data analysis show that brand equity and advertising together have a significant effect on purchasing decisions. Brand equity has a significant effect on purchasing decisions, advertising has a significant effect on purchasing decisions. Advertising has the dominant influence on purchasing decisions.

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