PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG (Studi Kasus Mahasiswa Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat

• Main Author: Vika Yulia Sari
• Format: Article
• Language: Indonesian
• Published: STKIP PGRI Sumatera Barat 2017-04-01
• Series: Economica
• Subjects: Brand Awareness; Perceived Quality; And Brand Association
• Online Access: http://ejournal.stkip-pgri-sumbar.ac.id/index.php/economica/article/view/1852/1081

This study aimed to analyze: 1) The extent to which influence the purchasing decision of brand awareness of Samsung mobile phones. 2) The extent to which the influence of perceived quality on Samsung mobile phone purchase decision. 3) The extent to which the influence of the brand association to the purchasing decision of Samsung mobile phones. The results showed that: 1) brand awareness and a significant positive influence on purchase decisions of Samsung mobile phones. Where the path coefficient values obtained at 0.267 and 5.026 thitung> ttable 1,654 with significant value 0.000 <0.05. 2) The perception of the quality of positive and significant effect on purchase decisions of Samsung mobile phones. Where the path coefficient values obtained at 0.345 and 7.690 thitung> ttable 1,654 with significant value 0.000 <0.05. 3) The Association brand positive and significant effect on purchase decisions of Samsung mobile phones. Where the path coefficient values obtained at 0.401 and 8.543 thitung> ttable 1,654 with significant value 0.000 <0.05.