ANALISIS PENGARUH KESADARAN MEREK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE BAGI MAHASISWA MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Daftar Isi:
- Rizky Aditya Putra, 2020; Study of The Effect of Brand Awareness and Brand Image Towards Purchase Intention of iPhone Smartphoone For Management Student in Faculty of Economics of Jakarta State University. Thesis, Jakarta: S1 Management Study Program, Faculty of Economics, Jakarta State University, Advisory: Dra. Basrah Saidani M.Si & Rahmi, SE., M.S.M The purpose of this study was to analyze the effect of Brand Awareness on Purchase Intention, Brand Image on Purchase Intention. Method of collecting data uses a survey method with an instrument in the form of a questionnaire. The objects of this study were 200 respondents who owned and used smartphones with brands other than iPhones, who were studying at the Management Study Program at the Faculty of Economics, State University of Jakarta. Data analysis uses SPSS version 22. to process and analyze research data. Hypothesis testing results indicates: 1) Brand Awareness has a significant effect on Purchase Intention, 2) Brand Image has a significant effect on purchase intention. Keywords: Brand awareness, brand image, purchase intention, smartphone