The aim of the research is to find out the element differences of brand equity,
brand awareness, brand association, brand perceived quality, and brand loyalty
between Samsung Android and Blackberry. The method used in this research was
survey analysis using the population of the students of Economic Faculty of
University of Muhammadiyah Purwokerto who used Samsung Android or Blackberry
as their phone. The sampling method used in this research was purposive sampling
method with 50 responden of samsung Android user and 50 respondent of Blackberry
users. The data analysis used was by independent test of sample test.
The result of this research showed that there was not difference between the
two products in term of the brand awareness. There was a difference between
Samsung Android and Blackberry in term of brand association. There was a
difference between Samsung Androoid and blackberry in term of brand perceived
quality. There was a difference between Samsung Android and Blackberry in term of
brand loyalty. The conclusion of the research was that there was a difference between
Samsung Android and Blackberry in term of brand equity.