Pengaruh Brand Equity Flash Disk Merek Kingston Terhadap Keputusan Pembelian Pada Mahasiswa Amik MBP Medan

With the increasing number of competitors in the market, also increases the sharpness of competition among the brands that operate in the market and the only brand that has strong brand equity that will still be able to compete, win, and dominate the market. Therefore, knowledge of the elements of brand equity and its measurement is indispensable to develop a strategic step in increasing the brand's existence which can ultimately increase the profitability of the company.This study aims to determine the effect of brand equity consists of brand awareness, brand association, perceived quality and brand loyalty against the purchasing decisions of Kingston flash disk.The population in this research were the students of AMIK MBP Medan that are still active in 2011-2012 which amounts to 110 person . The sampling technique undefined samplingwith the sample criteria have purchased and consumed the Kingston flash disk. Sampling technique using a purposive sampling that anyone can be sampled if they meet certain criteria.Analysis method used is descriptive analysis method and the method of multiple regression analysis. This type of research is to study associative, and the data used are primary data and secondary data obtained through the study of documentation and a list of questions using a Likert scale of measurement and statistically processed with SPSS 16.00 for windows.The results obtained in this study suggests that simultaneous brand awareness, brand association, perceived quality and brand loyalty are very significant and positive effect on purchasing decisions of Kingston flash disk in AMIK MBP Medan. Variables can be partially viewed brand loyalty is the most dominant variable influencing purchasing decisions of the students in AMIK MBP Medan. Rated Adjusted R Square = 0,736, mean 73,6% factors that influence purchasing decision can be explained by the independent variable (brand awareness, brand association, perceived quality and brand loyalty) while the remaining 23,6%% is explained by other factors that are not investigated in this research.