<![CDATA[This research aims to determine the influence of Brand Equity (Brand Awareness, Brand Association, and Perceived Quality) on the purchase decision of Samsung smartphones by college students at a university based in Malang City. Quantitative research and descriptive research method were employed. This research used 100 samples of students who use Samsung smartphones. The sampling technique employed non-probability sampling, and questionnaire was used as the data collection technique. The research instrument test comprises a validity test, reliability test, and classical assumption test that consist of a multicollinearity test, normality test, and heteroscedasticity. Hypothesis test was done with F test, t test, and multiple linear regression by utilizing SPSS. The result showed that Brand Awareness, Brand Association, and Perceived Quality had a significant and positive effect on Purchase Decision. Abstrak Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Ekuitas Merek (Brand Awareness, Brand Association, dan Perceived Quality) terhadap keputusan pembelian Smartphone Samsung pada Mahasiswa di Perguruan Tinggi di Kota Malang. Jenis penelitian yang digunakan adalah penelitian kuantitatif dan metode penelitian deskriptif. Penelitian ini menggunakan 100 sampel yaitu mahasiswa yang menggunakan Smartphone Samsung. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling dan teknik pengumpulan data menggunakan kuesioner. Pengujian instrumen penelitian menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik yang terdiri dari uji multikolinearitas, uji normalitas, dan uji heteroskedastisitas. Uji hipotesis menggunakan uji F, uji t, dan regresi linier berganda dengan bantuan software SPSS. Hasil analisis menunjukkan bahwa Brand Awareness, Brand Association, dan Perceived Quality berpengaruh signifikan dan positif terhadap Keputusan Pembelian.]]>
