%A 1511011075 Icha Mutiara Chandra
%T THE EFFECT OF BRAND EQUITY DIMENSION ON 
PURCHASE DECISION TOWARD OPPO SMARTPHONE 
IN BANDAR LAMPUNG

%X The increasing number of consumer demand for telecommunication tools cause
the various smartphone brands compete to make their products. A product with
strong brand equity will be able to develop a brand presence in competition with
long periods of time. Oppo is one brand of smartphone that atracted the attention
of society. This study focus on how Brand Equity Dimension affect purchase
decision toward Oppo Smartphone in Bandar Lampung.
Data were distributed to 100 respondents who using Oppo Smartphone in Bandar
Lampung. This research used purposive sampling techniques to get samples and the
Multiple Linear Regression analysis is being used to analyze the research.The finding
shows that brand equity dimension which are brand awareness, brand association,
brand quality and brand loyalty has positive effect on purchase decision.
Keywords: Brand Equity, Brand Association, Brand Awareness, Brand Quality,
Brand Loyalty, Purchase Decision

%C UNIVERSITAS LAMPUNG
%D 2019
%I FAKULTAS EKONOMI DAN BISNIS
%L eprints58454