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This research aims to determine : The influence of Brand Equity on Purchasing Decision. This resarch method used in this study is explanatory research with quantitative approach. Two hypotheses are formulated related to the research objectives. Independent variables used in this study are Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty and dependent variable is Purchase Decision. The sampling technique used is accidental sampling. Data collected by using a questionnaire with total sample 106 respondents who are buyer and user simPATI Telkomsel sim card. Analysis of the data used is descriptive analysis and multiple linear regression analysis which is processed using SPSS version 22.00. The result of this research shows that : simultaneously brand equity has significant influence on purchasing decision, partially the variables of brand equity showed significantly result on purchasing decision except brand awareness, it also found that brand associations have dominant influence. Based on this research it is suggested on Telkomsel company to maintain and improve brand equity about simPATI sim card especially from brand associations. Keywords : Brand Equity, Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, Purchase Decision ABSTRAK Penelitian ini bertujuan untuk mengetahui : Pengaruh Brand Equity terhadap Keputusan Pembelian. Metode penelitian yang digunakan adalah penelitian penjelasan ( explanatory research ) dengan pendekatan kuantitatif. Dua hipotesis diformulasikan terkait dengan tujuan penelitian. Variabel independent dalam penelitian ini adalah Brand Awareness , Brand Associations , Perceived Quality , Brand Loyalty dan variabel dependennya adalah Keputusan Pembelian.Teknik sampling yang digunakan adalah accidental sampling . Pengumpulan data menggunakan kuesioner dengan total sampel 106 responden yang merupakan pembeli dan pengguna kartu perdana simPATI Telkomsel. Analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda yang diolah menggunakan SPSS versi 22.00. Hasil dari penelitian ini menunjukkan : secara simultan brand equity memiliki pengaruh signifikan terhadap keputusan pembelian, secara parsial variabel dari brand equity menunjukkan hasil yang signifikan terhadap keputusan pembelian kecuali brand awareness, ditemukan juga bahwa brand associations memiliki pengaruh paling dominan. Berdasarkan hasil penelitian ini maka disarankan pada pihak Telkomsel untuk dapat mempertahankan dan meningkatkan brand equity dari kartu perdana simPATI khususnya dari aspek brand associations . Kata Kunci : Brand Equity , Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, Keputusan Pembelian
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