PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK, DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to examine the influence of brand awareness, perceived quality, brand association, and
advertising to the customer purchasing decision on Mazda brand automobile in Surabaya. This research applies
quantitative methods. The exact number of the total population in this research is unknown because the numbers
of the customers of Mazda brand automobile are too many. The sample methods has been conducted by using
purposive sampling method which is meant to all customers of Mazda brand automobile which is based on the
predetermined criteria. 100 respondents from numerous customers of Mazda brand automobile have been
obtained as samples. The analysis method has been carried out by using multiple linear regressions analysis. The
result of the research is the data which has met the validity test, reliability test, and classic assumption test. The
result of the research shows that brand awareness does not give any influence to the purchasing decision because
the result of the t test is greater than the significance level of 0,05. Perceived quality, brand association,
advertising gives influence to the purchasing decision due to its significance level is smaller than alpha 0.05.

Keywords: Brand awareness, perceived quality, brand association, advertising, purchasing decisions