The Importance of Brand Equity

Oct 13, 2025 by wbrum.org 137 views

Analysis of the Effects of Brand Equity on Nokia Mobile Purchasing Decisions in the Faculty of Economics, University of North Sumatra

Introduction

In today's highly competitive mobile market, brands are constantly vying for consumer attention and loyalty. Nokia, a well-established brand, is no exception. To maintain its position as a market leader, Nokia has been focusing on developing and strengthening its brand equity. This study aims to examine the effect of brand equity elements, namely brand awareness, brand associations, perceived quality, and brand loyalty, on the decision to purchase Nokia mobile phones among students of the Faculty of Economics, University of North Sumatra.

The Importance of Brand Equity

Brand equity is a crucial factor in supporting product purchasing and purchasing decisions. It refers to the value and reputation that a brand has built over time, which can influence consumer perceptions and behavior. In the context of Nokia, brand equity is essential in differentiating its products from those of its competitors and maintaining customer loyalty. Through a quantitative approach, this study aims to investigate the impact of brand equity elements on purchasing decisions, providing valuable insights for Nokia's marketing strategies.

Methodology

This study employed a quantitative approach, using a questionnaire method with purposive sampling technique to collect data from 114 respondents who have purchased Nokia mobile phones. The respondents consisted of students majoring in economics at the University of North Sumatra. Data analysis was carried out using multiple regression with SPSS software, after ensuring the data met the validity, reliability, and classical assumptions.

Results

The results of the analysis show that the four brand equity elements significantly influence the purchasing decisions of Nokia mobile phones. The regression equations are as follows:

${Y = 0.956 + 0.115x1 + 0.368x2 + 0.081x3 + 0.217x4}$

Where:

${y}$ is a purchasing decision
${x1}$ is brand awareness
${x2}$ is brand association
${x3}$ is perceived quality
${x4}$ is brand loyalty

The results of hypothesis testing using the T test show that all independent variables have a significant effect on the dependent variable, namely the purchasing decision. The F test also shows that the four independent variables are sufficient to explain the dependent variable. The Adjusted R Square value of 0.671 indicates that 67.1 percent of variations in the purchase decision can be explained by the four independent variables, while the remaining 32.9 percent is influenced by other variables that are not analyzed in this study.

Additional Analysis and Explanation

The results of this study provide important insights for Nokia's marketing strategies. High brand awareness (X1) reflects the ability of the brand to be remembered and recognized by consumers, which is an important initial step in the decision-making process. Brand Association (X2) reflects the image and image built by Nokia, a major effect on consumer perceptions of the product. The quality that is felt (X3) is another important factor, where consumers tend to choose products that they consider to be of high quality. Finally, brand loyalty (X4) illustrates consumer loyalty that has the potential to encourage repurchase and recommendations to others.

Implications for Nokia's Marketing Strategies

The importance of these elements shows that Nokia needs to focus on improving and maintaining its brand equity, especially in the midst of increasingly fierce competition. In the context of students, which tend to be influenced by the trends and recommendations of friends, efforts to build a loyal user community and effective promotion can be the right strategy to maintain market share. It also emphasizes the need for further research to understand additional factors that can influence purchasing decisions, especially among younger market segments.

Conclusion

This research not only gives a view of the effect of brand equity on purchasing decisions but also provides guidelines for Nokia in formulating more effective marketing strategies in the future. By understanding the importance of brand equity elements, Nokia can develop targeted marketing strategies to maintain its position as a market leader and increase customer loyalty.

Recommendations for Future Research

This study highlights the need for further research to understand additional factors that can influence purchasing decisions, especially among younger market segments. Future research can explore the impact of social media on brand equity and purchasing decisions, as well as the role of influencers in shaping consumer behavior.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on students majoring in economics at the University of North Sumatra, which may not be representative of the broader population. Finally, the study only examines the effect of brand equity elements on purchasing decisions, without considering other factors that may influence consumer behavior.

Future Directions

This study provides a foundation for future research on the impact of brand equity on purchasing decisions. Future studies can build on this research by exploring the impact of social media on brand equity and purchasing decisions, as well as the role of influencers in shaping consumer behavior. Additionally, future research can examine the effect of brand equity elements on purchasing decisions in different contexts, such as in different countries or among different age groups.
Frequently Asked Questions (FAQs) about the Analysis of the Effects of Brand Equity on Nokia Mobile Purchasing Decisions

Q: What is brand equity, and why is it important for Nokia?

A: Brand equity refers to the value and reputation that a brand has built over time, which can influence consumer perceptions and behavior. It is essential for Nokia to maintain its brand equity to differentiate its products from those of its competitors and maintain customer loyalty.

Q: What are the four brand equity elements examined in this study?

A: The four brand equity elements examined in this study are:

Brand Awareness: The ability of the brand to be remembered and recognized by consumers.
Brand Association: The image and image built by Nokia, which affects consumer perceptions of the product.
Perceived Quality: The quality that is felt by consumers, which influences their purchasing decisions.
Brand Loyalty: Consumer loyalty that has the potential to encourage repurchase and recommendations to others.

Q: How was the data collected for this study?

A: The data was collected using a questionnaire method with purposive sampling technique, targeting 114 respondents who have purchased Nokia mobile phones. The respondents consisted of students majoring in economics at the University of North Sumatra.

Q: What was the main finding of this study?

A: The main finding of this study is that the four brand equity elements significantly influence the purchasing decisions of Nokia mobile phones. The regression equations show that brand awareness, brand association, perceived quality, and brand loyalty all have a significant effect on the purchasing decision.

Q: What are the implications of this study for Nokia's marketing strategies?

A: The study highlights the importance of brand equity for Nokia's marketing strategies. Nokia needs to focus on improving and maintaining its brand equity, especially in the midst of increasingly fierce competition. Efforts to build a loyal user community and effective promotion can be the right strategy to maintain market share.

Q: What are the limitations of this study?

A: The study has several limitations, including a relatively small sample size, which may limit the generalizability of the findings. Additionally, the study only focuses on students majoring in economics at the University of North Sumatra, which may not be representative of the broader population.

Q: What are the future directions for this research?

A: Future research can build on this study by exploring the impact of social media on brand equity and purchasing decisions, as well as the role of influencers in shaping consumer behavior. Additionally, future research can examine the effect of brand equity elements on purchasing decisions in different contexts, such as in different countries or among different age groups.

Q: What are the practical implications of this study for businesses?

A: The study highlights the importance of brand equity for businesses, particularly in the context of increasingly fierce competition. Businesses need to focus on improving and maintaining their brand equity to differentiate their products and maintain customer loyalty.

Q: What are the theoretical implications of this study?

A: The study contributes to the existing literature on brand equity and its impact on consumer behavior. It provides a deeper understanding of the role of brand equity in shaping consumer purchasing decisions and highlights the importance of considering multiple brand equity elements in marketing strategies.

Q: What are the future research opportunities in this area?

A: Future research opportunities include exploring the impact of social media on brand equity and purchasing decisions, as well as the role of influencers in shaping consumer behavior. Additionally, future research can examine the effect of brand equity elements on purchasing decisions in different contexts, such as in different countries or among different age groups.