<![CDATA[This study aims to determine the effect of brand equity and price on purchasing decisions for Iphone brand smartphones. In addition, this study also aims to determine the effect between price on purchasing decisions through brand equity. This study uses a quantitative research approach with a population of iphone consumers at the Faculty of Economics, State University of Medan and a sample of 90 consumers. This research data collection technique uses a questionnaire instrument with scoring the answers using a Likert scale and is statistically processed using SPSS (Statistical Package for the Social Sciences) version 23.0 software. The results showed that brand equity affects purchasing decisions for Medan State University students which can be seen from the t-count > t-table value, namely 6.525 > 1.662 and a significant level of 0.000 < 0.05. Price affects the purchase decision of an iPhone brand smartphone for Medan State University students, which can be seen from the t-coun t> t-table value, namely 1.719 > 1.662 and a significance level of 0.024 < 0.05. Brand equity and price have an effect on purchasing decisions for iphone brand smartphones for Medan State University students which can be seen from the F-count> F-table value, namely 27,742 > 3.10 with a significant level of 0.000 <0.05.]]>
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