Pengaruh Kesadaran Merek terhadap Keputusan Pembelian Smartphone Xiaomi di Manado

Abstract

This study aims to determine the effect of brand awareness on purchasing decisions of Xiaomi smartphones in Manado. Brand awareness variables were tested using 3 indicators and the Xiaomi smartphone purchasing decision variable used 4 indicators. This research methodology using purposive sampling quantitative research approach. The sampling technique used was a population of 50 respondents. The data collection technique was carried out by observing the field and distributing questionnaires to respondents, using correlation analysis and simple linear regression. The R result between the two variables is 55%, which means that the relationship between Brand Awareness and Purchasing decisions is occasional. Then the R square value (coefficient of determination) is 25.5%. shows that brand awareness is able to explain Purchase Decisions by, 25.5%, while the other 74.5% are determined by other factors not examined in this study such as price, product quality, marketing techniques and others. Then this influence means that Brand Awareness is one of the factors that sufficiently affects the purchasing decision of a Xiaomi Smartphone.