The Impact of Brand Equity to Customer Confidence in Purchase Decision

Gerry Kalangi

iBuss Management
Vol 6, No 1 (2018): iBuss Management

This research is conducted to find out the impact of brand equity to customer confidence in purchase decision. This research used Samsung smartphone as the subject of the research since Samsung is the market leader of smartphone in Indonesia.The researcher used hypothesis testing and simple random sampling method is applied to spread the questionnaire to the respondents. The number of valid questionnaires returned is 94 and being processed statistically by multiple linear regression.  The result of the research shown a positive impact of brand equity to customer confidence in purchase decision. Keywords: brand equity, brand awareness, brand association, perceived quality, customer confidence