| Summary: | This research was motivated by the emergence of the phenomenon of
competition between brands. It can be seen from the rise of the BlackBerry mobile
phones among consumers in Indonesia. Nokia that has been the leader of the
mobile phone market in Indonesia, suddenly rivaled by the BlackBerry in the
smartphone category.
One of the steps that companies can do to get the product purchased by
consumers is to make the products have the "strength". Brand strength is
commonly referred as brand equity. Brand equity of a product not only comes
from how companies build them but also influenced how the consumer's
perception about the product.
This research was conducted to determine the effect of brand equity
dimensions on BlackBerry brand equity. Dimensions of brand equity that is used
referring to the theory of Aaker (1991) in which the dimensions of brand equity
consists of the perceived quality, brand awareness, brand association and brand
loyalty. Data was collected using a questionnaire that the indicators drawn from
research Tong and Hawley (2009). The samples used were 100 respondents who
live in Yogyakarta. Sampling method used was purposive sampling by selecting
respondents who use a BlackBerry.
The results of the analysis found that from the four dimensions of brand
equity that exists, all of them have an influence on the BlackBerry brand equity.
All dimensions have a significant positive direct effect on the BlackBerry brand
equity. Of the four dimensions of brand equity, brand awareness has the greatest
influence on the BlackBerry brand equity than the other dimensions. From the
analysis results, it can also be seen that the least influence on the BlackBerry
brand equity is the dimension of perceived quality.
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