THE INFLUENCE OF BRAND AWARENESS AND PRODUCT ATTRIBUTE TOWARD PURCHASE DECISION (Study on the Undergraduate Students of Administrative Science Faculty of 2014 Batch as Samsung Smartphone Consumers and Users Customer)

Abstract

Tujuan dari penelitian ini adalah: memahami dan menjelaskan pengaruh kesadaran brand terhadap keputusan pembelian secara parsial, memahami dan menjelaskan pengaruh atribut produk terhadap keputusan pembelian, memahami dan menjelaskan pengaruh antar kesadaran brand dan atribut produk terhadap keputusan pembelian secara serentak. Hasil penelitian menunjukkan bahwa: (1) kesadaran brand berpengaruh signifikan terhadap keputusan pembelian secara parsial, (2) atribut produk berpengaruh signifikan terhadap keputusan pembelian secara parsial, (3) kesadaran brand dan atribut produk berpengaruh signifikan terhadap keputusan pembelian secara serentak. Berdasarkan nilai F dan nilai gran mean yang bersifat dominan, kesadaran brand berpengaruh besar terhadap keputusan pembelian. Berdasarkan faktor diatas, pihak Samsung harus meningkatkan kinerja dari kesadaran brand.

Kata Kunci: Kesadaran Brand, Produk Atribut, Keputusan Pembelian.

ABSTRACT

The purposes of this research are aimed: to understand and explain the partial influences of brand awareness toward purchase decision, to understand and explain the partial influence of product attribute toward purchase decision, to understand and explain the simultaneous influence of both brand awareness and product attribute toward purchase decision. The result of the study showed that: (1) brand awareness is significantly influenced toward purchase decision partially (2) product attribute is significantly influenced toward purchase decision partially (3) brand awareness and product attribute are significantly influenced toward purchase decision simultaneously. Based on F value and the dominant gran mean result, Samsung should developed the potential of brand awareness.

Key words: Brand Awareness, Product Attribute, Purchase Decision.