ANALISIS PENGARUH WORD OF MOUTH DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE (Studi Kasus Pada Toko FD Store Di Kota Tebing Tinggi)

This study aims to determine the effect of word of mouth and brand equity on the decision to purchase an iPhone (Case Study at the FD Store in Tebing Tinggi City). The research method used is a quantitative method using the help of SPSS
version 25.00 which is collected from the results of distributing questionnaires to consumers of the FD Store in Tebing Tinggi City. The analysis method used in this study is to use an instrument test, namely the validity and reliability test. Classic assumption tests, namely the normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, determination
coefficient analysis (R2), hypothesis tests, namely the T test and F test. The results of SPSS in this study are word of mouth has an effect on Purchasing Decisions, brand equity does not have an effect on Purchasing Decisions, word of mouth and brand equity have a simultaneous effect on Purchasing Decisions.