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

Clinton, Steven and Secapramana, Laurentia Verina Halim (2022) The Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones. The Management Journal of Binaniaga, 7 (2). pp. 213-228. ISSN 2580-149X

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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.

Item Type: Article
Subjects: L Education > L Education (General)
L Education > LB Theory and practice of education
L Education > LG Individual institutions (Asia. Africa)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Steven Clinton
Date Deposited: 31 Jan 2023 05:45
Last Modified: 31 Jan 2023 05:45

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