THE INFLUENCE OF BRAND IMAGE, BRAND AWARENESS AND BRAND TRUST ON THE DECISION TO PURCHASE A SAMSUNG SMARTPHONE IN BANDUNG CITY

Abstract

The smartphone industry is an industry whose development can be said to be very rapid, especially in the current era of globalization where companies are increasingly competing to offer technology and innovation in their products to the public. Competition between companies in holding the market, so it requires the right strategy to compete. This research is on PT. Samsung smartphone products. To evaluate the influence of brand image, brand awareness and brand trust on purchasing decisions in a verified manner.

The research was carried out using a sample survey method, which was collected by distributing questionnaires to 100 respondents as Samsung smartphone users in the city of Bandung. Data analysis was carried out using descriptive and verification analysis, and the data was processed using IBM SPSS 25 software.

The results of this research show that Samsung smartphone users in the city of Bandung show a high response to purchasing decisions. Furthermore, the variables brand image, brand awareness and brand trust have a positive and significant influence on the decision to purchase Samsung smartphones in the city of Bandung, both partially and simultaneously. The influence of brand image, brand awareness and brand trust on the decision to purchase a Samsung smartphone in the city of Bandung is 62.2%, while the remaining 37.8% is influenced by other factors outside the model.