The Analysis of The Influence of Customer-Based Brand Equity on Customer Purchase Decision Making Regarding Cellular Phones (A Case of Nokia and Sony Ericsson in Yogyakarta)

Abstract

Aulia Himawan Baiquni (2006), "The Analysis of The Influence of Consumer Based Brand Equity on Customer Purchase Decision Making Regarding Cellular Phones". Yogyak:arta: Faculty of Economics, Department of Management, International Program, Universitas Islam Indonesia.

Trus research is conducted to analyze the influence of brand equity on purchase decision making regarding cellular phones. Variables tested in this research are the assets of brand equity suggested by Aaker (1991) which are brand association, brand awareness, brand loyalty, and perceived quality as the independent variables and purchase decision making as the independent variable.

Subjects of this research are customer surveys taken outside Nokia and Sony Ericsson Company Branches in Yogyakarta.These cellular phones brands were selected because the brands of the cellular phone are already well known cellular phone brands in Yogyakarta. A hundred samples respondents were taken randomly for those who are ever used both Nokia and Sony Ericsson cellular phone products by distributing questionnaire.

The results of statistical tests indicate that <;onsumer-based brand equity has a significant positive influence on purchase decision making regarding cellular phone brand. Another finding indicates that brand loyalty and brand awareness variables are the most significant source of influence on purchase decision making regarding cellular phones. Meanwhile, brand association has the lowest effect of influence on purchase decision making regarding cellular phones.