The Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on Samsung Smartphone Purchase Decisions

Arienda Gitty   Ramadani; Erny  Rachmawati

doi:10.21070/jbmp.v8i1.1610

(1) * Arienda Gitty Ramadani Univeristas Muhammadiyah Purwokerto
Indonesia
(2) Erny Rachmawati Univeristas Muhammadiyah Purwokerto
Indonesia
(*) Corresponding Author

DOI: https://doi.org/10.21070/jbmp.v8i1.1610

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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