The Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on Samsung Smartphone Purchase Decisions
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Published:
Apr 30, 2022
Keywords:
Brand Association, Brand Awareness, Brand Image, Purchase Decisions, Word of Mouth
Main Article Content
Abstract
The purpose of this research was to determine the effect of brand awareness, brand
association, brand image, and word of mouth on purchase decisions. The populations in this
research are Banyumas citizen. The sample selection in this study was carried out by
purposive sampling. The samples used in this research are 100 samples. The data analysis
techniques used in this research are descriptive statistics analysis, instrument test, classical
assumpsion test, multiple regression analysis, goodness of fit test, and hypothesis testing. The
analysis result show that brand awareness, brand association, dan brand image has no a
positive effect on purchase decisions meanwhile financial experience has effect on purchase
decisions.
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Section
Articles
Copyright (c) 2022 Arienda Gitty Ramadani, Erny Rachmawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Brand Equity on Consumer Purchase Decision of Cell
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Research, 4(1), 115–121.
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Inovasi Produk Dan Brand Awareness Terhadap
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Jurnal Ecogen, 1(4), 734.
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Association, dan Percieved Quality. Forum Ekonomi,
19(2), 137. https://doi.org/10.29264/jfor.v19i2.2120
Willy, W., Loisa, R., & Aulia, S. (2021). Pengaruh Word of
Mouth terhadap Keputusan Pembelian La Madame
Florist. Prologia, 5(1), 142.
https://doi.org/10.24912/pr.v5i1.8181
Dan Keputusan Pembelian Batik Bangkalan.
Abdillah, F. (2018). the Correlation Analysis Between Brand
Equity and the Customer Decision Buying an
Automotive Product. The Management Journal of
Binaniaga, 2(01), 53.
https://doi.org/10.33062/mjb.v2i01.53
Adiwidjaja, A. J. (2017). Pengaruh Brand Image Dan Brand
Trust Terhadap Keputusan Pembelian Sepatu Converse.
Agora - Online Graduate Humanities Journal, 5(3).
Adiwijaya, J. L. S. dan M. (2018). Pengaruh Brand Awareness,
Brand Experience, Dan Word of Mouth Terhadap
Purchase Decision Pada Konsumen Baskhara Futsal
Arena Surabaya. Agora, 6(1), 287192.
Amir Adam, M., & Nasir Akber, S. (2016). the Impact of
Brand Equity on Consumer Purchase Decision of Cell
Phones. European Journal of Business and Innovation
Research, 4(4), 60–133. www.eajournals.org
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan
Brand Awareness Terhadap Keputusan Pembelian.
MANEGGIO: Jurnal Ilmiah Magister Manajemen, 1(1),
39–50.
Chandra, C., & Keni, K. (2019). Pengaruh Brand Awareness,
Brand Association, Perceived Quality, Dan Brand
Loyalty Terhadap Customer Purchase Decision. Jurnal
Muara Ilmu Ekonomi Dan Bisnis, 3(1), 176.
https://doi.org/10.24912/jmieb.v3i1.3506
Darayani, A., & Saryadi, S. (2016). Pengaruh Brand
Awareness, Brand Association Dan Advertising
Effectiveness Terhadap Keputusan Pembelian Produk
Smartphone Samsung (Studi Kasus Mahasiswa S1
Universitas Diponegoro). Jurnal Ilmu Administrasi
Bisnis S1 Undip, 5, 1–6.
Dian Pratiwi, A. R. (2020). Pengaruh Brand Image Dan Brand
Trust Terhadap Keputusan Pembelian Bedak Marcks (
Studi Pada Mahasiswa Prodi D4 Manajemen Pemasaran
Jurusan Administrasi Niaga Politeknik Negeri Malang ).
Farahrozi, F., & Verinita, V. (2020). Pengaruh Awareness of
Green Product, Price, Dan Brand Image Terhadap
Keputusan Pembelian Green Product the Body Shop Di
Kota Padang. Ekonis: Jurnal Ekonomi Dan Bisnis, 22(1).
https://doi.org/10.30811/ekonis.v22i1.1904
Kurniawan, Y. (2021). Pengaruh Word Of Mouth , Kualitas
Produk Dan Harga Terhadap Keputusan Pembelian
Zahra Catering Yuliana Kurniawan Mashariono Sekolah
Tinggi Ilmu Ekonomi Indonesia ( STIESIA ) Surabaya.
Kurniawati, N. I. (2020). Analisis pengaruh word of mouth dan
citra merek terhadap keputusan pembelian produk
kosmetik makeover kota sKurniawati, N. I. (2020).
Analisis pengaruh word of mouth dan citra merek
terhadap keputusan pembelian produk kosmetik makeover
kota semarang. Foru. Forum Ekonomi, 22(2), 286–295.
http://journal.feb.unmul.ac.id/index.php/FORUMEKONO
MI/article/view/7449
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N.
P. N. (2019). The Effect of Green Marketing, Brand
Awareness and Price Perception on Purchase Decision.
International Journal of Applied Business and
International Management, 4(3), 75–83.
https://doi.org/10.32535/ijabim.v4i3.685
Prajapati, M. C., & Makwana, A. K. (2017). the Impact of
Brand Equity on Consumer Purchase Decision of Cell
Phones. European Journal of Business and Innovation
Research, 4(1), 115–121.
Purwanti, P., Sarwani, S., & Sunarsi, D. (2020). Pengaruh
Inovasi Produk Dan Brand Awareness Terhadap
Keputusan Pembelian Konsumen Pada Pt. Unilever
Indonesia. Inovasi, 7(1), 24.
https://doi.org/10.32493/inovasi.v7i1.p24-31.5442
Putri, & Deniza. (2018). Pengaruh Brand Awareness Dan Brand
Loyalty Terhadap Keputusan Pembelian Produk Chicken
Nugget Fiesta Di Kota Padang. Jurnal Agrica, 11(2),
70–78. http://ojs.uma.ac.id/index.php/agrica
Putri, T. A., Marwan, M., & Rahmidani, R. (2019). Pengaruh
Brand Image Dan Perceived Quality Terhadap Keputusan
Pembelian Produk Kosmetik La Tulipe Di Kota Padang.
Jurnal Ecogen, 1(4), 734.
https://doi.org/10.24036/jmpe.v1i4.5651
Wasil, M. (2018). Pengaruh Brand Awareness, Brand
Association, dan Percieved Quality. Forum Ekonomi,
19(2), 137. https://doi.org/10.29264/jfor.v19i2.2120
Willy, W., Loisa, R., & Aulia, S. (2021). Pengaruh Word of
Mouth terhadap Keputusan Pembelian La Madame
Florist. Prologia, 5(1), 142.
https://doi.org/10.24912/pr.v5i1.8181