PENGARUH HARGA, BRAND AMBASSADOR, KESADARAN MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to examine the effect of prices, brand ambassadors, brand awareness, brand quality and brand loyalty on vivo smartphone purchasing to the students of School of Economics of Indonesia (STIESIA) Surabaya. The population in this research is all customers who have ever purchase at vivo smartphone within the campus environment of STIESIA Surabaya. The sample collection technique has been done by using purposive sampling and the numbers of samples are 100 respondents. The analysis method used is multiple linear regression analysis with SPSS application tools (statistical product and service solution). The results showed that the price had a significant and positive effect on purchasing decisions of 0.379 with a significance level of 0.020. Brand ambassador variables have a significant and positive effect on purchasing decisions with a regression coefficient of 0.458 and a significance level of 0.000. Brand awareness variables have a significant and positive effect on purchasing decisions of 0.627 with a significance level of 0.000. While the brand loyalty variable has a significant and positive effect on purchasing decisions with a regression coefficient of 0.293 and a significance level of 0.039. Simultaneously, the independent variables give significant influence to the dependent variable with its significance level of 0.000.

Keywords : Price, Brand ambassador, Brand Awareness, Brand Loyalty, and Purchase Decision