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The purpose of this research is to determine how brand equity affecting the economics education students decisions in purchasing Samsung smartphones in 2018. This research is a descriptive quantitative research. The data collection techniques are observation, documentation, interviews and questionnaires. Data analysis techniques used are simple linear regression and hypothesis testing using 105 samples. The conclusion of data analysis is a simple regression function in the form of Y = 9.591 + 0.371X, which means that if brand equity increasing, the purchasing decision will increase and the brand equity variable on the purchasing decision has a positive effect. Based on the t-test using the IBM Statistical for Product and Service Solution (SPSS) program version 20, the value of t-count 10.453 is greater than t-table 1.983, indicating that the brand equity variable (X) has a significant effect on the purchasing decision of Samsung (Y) smartphones. In the other words, there is a significant effect of brand equity on the purchasing decision of Samsung smartphones. It means the alternative hypothesis (Ha) proposed “brand equity significantly affecting purchasing decisions of Samsung smartphone by the economics education students at Mulawarman University in 2018” is accepted. Keywords—Brand Equity, Purchasing Decision

The Effect of Brand Equity on Purchasing Decision of Samsung Smartphone by The Students of Economics Education Department at Mulawarman University in 2018