THE INFLUENCE OF PERCEIVED QUALITY, BRAND AWARENESS, BRAND ASSOCIATION, BRAND LOYALTY TOWARDS PURCHASE DECISIONS OF SAMSUNG ANDROID SMARTPHONES (A CASE STUDY OF CONSUMERS IN KARAWANG, WEST JAVA)

Abstract

This study is about the influence of perceived quality, brand awareness, brand association, brand loyalty towards purchase decisions of samsung android smartphone in Karawang. The problem stated in this research is about the issues Samsung Android Smartphone increasing. As for the problem with this research is perceived quality, brand awareness, brand associations, brand loyalty and consumer purchase decision for Samsung Android Smartphone in Karawang. The purpose of this research to analyze the effect of Perceived Quality (X1), Brand Awareness (X2), Brand Associations (X3), and Brand Loyalty (X4) to Purchase Decision (Y). In this study, data were collected through questionnaires to 100 respondents using simple random sampling method. Results of the analysis found from the four factors, perceived quality, brand awareness, brand associations and brand loyalty, only brand awareness and brand association have a significant influence on purchase decisions. Hypothesis testing using T-test showed that two independent variables brand awareness and brand association significantly influence purchase decision as dependent variables. Then through the F test showed that the variable perceived quality, brand awareness, brand associations and brand loyalty together has a significant effect to the purchase decision. Figures adjusted R square of 0.723 indicates that 72.3 percent of the variations of purchase decision can be explained by four independent variables used in the regression equation while the rest of 27.7% percent is explained by another variable outside the four variables used within this research.