The Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones

Steven Clinton; Laurentia Verina Halim  Secapramana

doi:10.33062/mjb.v7i2.11

Authors

Steven Clinton
Laurentia Verina Halim Secapramana Universitas Surabaya

DOI:

https://doi.org/10.33062/mjb.v7i2.11

Keywords:

brand awareness, price, promotion, purchase decision, smartphone

Abstract

Smartphones have become one of the primary needs for all people. According to the Newzoo report (2021), it has been found that the largest smartphone users will be in China in 2020 with a total of 911.9 million users. Indonesia is ranked fourth, with 160.23 million users. By 2023, Newzoo pre.dicts there will be 4.3 billion smartphone users globally. The purpose of this research is to examine several factors that can improve purchasing decisions. factors such as brand awareness, price, and promotion have an effect on purchase decisions. A questionnaire test, validity, reliability and hypothesis testing will be conducted on 150 data obtained from the initial questionnaire. From the results of this research, it was found that the independent variables simultaneously effectd the purchase decision variable. Brand awareness variable has the most dominant effect on purchase decision

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