KEPUTUSAN PEMBELIAN: BRAND IMAGE DAN BRAND AWARENESS PRODUK SMARTPHONE SAMSUNG

  • Juhari Juhari Universitas Pertiba
  • Roy Ronaldi Program Studi Magister Manajemen, Universitas Pertiba
  • Zufriady Zufriady Universitas Pertiba
Keywords: Brand Image, Brand Awareness, Purchasing Decisions

Abstract

The phenomenon of brand competition can be seen through smartphone products, brands that encourage consumers to identify and make decisions about purchasing a product. This research is quantitative research with a survey approach. This research used a saturated sample method, namely 40 Samsung Smartphone users using a questionnaire distribution method. The independent variables consist of brand image (X1) and brand awareness (X2) and the dependent variable is purchasing decisions (Y). The data analysis model uses multiple linear regression with the F test and t test. The research results show that the variables brand image (X1) and brand awareness (X2) simultaneously have a positive and significant effect on purchasing decisions (Y) with the F test calculation obtained Fcount (65.142) > Ftable (3.251) and a significance value of 0.000 < 0, 05. From the t test calculation it is known that partially the brand image variable (X1) has a significant influence on purchasing decisions (Y) and the brand awareness variable (X2) has a significant influence on purchasing decisions (Y) with a tcount of the brand image variable (X1) of tcount (2.988) > ttable (2.024) and the brand awareness variable (X2) is tcount (4.703) > ttable (2.024).

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Published
2024-01-02
How to Cite
Juhari, J., Ronaldi, R., & Zufriady, Z. (2024). KEPUTUSAN PEMBELIAN: BRAND IMAGE DAN BRAND AWARENESS PRODUK SMARTPHONE SAMSUNG. JEM Jurnal Ekonomi Dan Manajemen, 9(2), 56-65. Retrieved from http://journal.stiepertiba.ac.id/index.php/jem/article/view/199