Pengaruh Ekuitas Merek terhadap Faktor Psikologis yang Berdampak terhadap Keputusan Pembelian (Survei pada Mahasiswa yang Membeli Handphone Blackberry Jurusan Ilmu Administrasi Bisnis Angkatan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Mal

摘要

This research utilizes explanatory research with that background to reach to the effect research which is to know Brand Equity influence to Psychological Factors and Purchase Decision Structure, and hypothesis testing. The research variables are as follows: Independent Variables is Brand Equity (X), variables between (Intervening) ie Psychological Factors (Y1), while the Dependent Variable is Purchase Decision Structure (Y2) .This study population is students who purchase a BlackBerry Mobile Force Department of Business Administration 2012/2013 Faculty of Administrative Science Malang, with a sample of 104 respondents were taken by purposive sampling. Data collection techniques in this study using questionnaires. Test instruments using validity and reliability testing. Analysis using path analysis or path analysis in which there is regression analysis. The data obtained were processed using SPSS 16.0 for Windows.The results showed that: Brand Equity (X) has a signifikant influence on Psychological Factors (Y1), Brand Equity (X) has a signifikant influence on the purchase decision structure (Y2), Psychological Factors (Y1) has a signifikant influence on the purchase decision structure (Y2), Brand Equity has a signifikant influence on Purchase Decision Structure (Y2) through the influence on Psychological Factors variable (Y1) 0,182.