AN ANALYSIS OF BLACKBERRY BRAND POSITIONING AND BRAND AWARENESS AND THEIR IMPACT ON BUYING DECISION - A CASE STUDY AT PRESIDENT UNIVERSITY STUDENTS ECONOMICS FACULTY BATCH 2008

Abstract

The purpose of this study was to determine how much influence Positioning and Brand Awareness have on the purchase decisions of BlackBerry in President University Faculty of Economics Batch 2008. The sample was obtained using Slovin sampling method. Primary data in this study were obtained from questionnaire using Likert scale and processed statistics with SPSS version 16.0, the classical assumptions test, multiple regression analysis, F test, t test, and coefficient of the determinant (R2). Results showed that the results of descriptive analysis can be seen that respondents agreed positioning and brand awareness were able to raise consumer purchase decisions on BlackBerry. The method employed in this research was multiple linear regression.The results suggest a positive and significant influence of the variable brand positioning and brand awareness on consumer buying decisions. With regression equation Y = 1.192 +0.390X_1 + 0.295X_2 + e and the value of F count8.161 and the value of the adjusted R square 0.210, that means for 21.0 % buying decision (Y) influenced by positioning ( x1) and brand awareness (X2) the remaining 79.0% is explained by other factors not included in this study. In the t test, variable positioning is the most dominant variable in making purchasing decisions.