Pengaruh Brand Image, Brand Trust Dan Brand Awareness Terhadap Keputusan Pembelian Produk Smartphone Merek Oppo

(Studi Pada Toko Smartphone Kota Indah Cellular Krian)

Abstract

This study is to determine the effect of Brand Image, Brand Trust and Brand Awareness on Purchase Decisions for Oppo Brand Smartphones. This type of research uses a quantitative approach. By taking a sample of 100 respondents using a questionnaire. The results of hypothesis testing (t test) show that the significance value of the brand image variable (X1) is 0.00 which is smaller than 0.05 and the brand trust variable (X2) is 0.30 smaller than 0.05 for the brand awareness variable of 0.00 which is smaller than 0.05. This shows that the variable brand image (X1), brand trust (X2), and brand awareness (X3) have a positive or significant influence on purchasing decisions (Y). obtained the decision Ho is rejected and ha accepted. This can be seen from the resulting significance value of 0.000 which is smaller than 0.05. Thus, it can be concluded that the independent variables which include brand image (X1), brand trust (X2), and brand awareness (X3) have a simultaneous influence on the dependent variable of purchasing decisions (Y).