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All Journal JPPI (Jurnal Penelitian Pendidikan Indonesia) jurnal ilmiah hospitality Prosiding Conference on Research and Community Services Journal of Industrial Engineering & Management Research (JIEMAR) Jurnal Kolaboratif Sains Jurnal Cakrawala Ilmiah Jurnal Penelitian Pendidikan Indonesia
Ali Syah Putra
Universitas Pelita Harapan
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : jurnal ilmiah hospitality

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THE IMPACT OF BRAND AWARENESS AND BRAND PERCEIVED QUALITY TOWARDS PURCHASE DECISION Ali Syah Putra; Erina Alimin; Eddy Eddy; Felix Leonardi; Bertha Nerpy Siahaan
Jurnal Ilmiah Hospitality Vol 11 No 2: Desember 2022 (in Press)
Publisher : Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47492/jih.v11i2.2423

Abstract

Apple Company is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells personal computers, computer software and consumer electronics, such as iMac, iPhone and iPad with the brand name “Apple”. In this research, the problem observed is Apple Company failed to get a good portion of market share in Indonesia despite their success worldwide. And the customers in Indonesia tend to feel that the Apple Company charged the price too high for their products. As the result, it influences the purchase decision of customers which tend to switch their choice to another brand. In conducting the research, the writer uses interview, observation and questionnaire in analyzing data. In getting data, the writer distributed the questionnaire to 33 respondents at IB IT&B Campus Medan that are using iPhone by using purposive sampling method. The questions in the questionnaire consists of 12 questions that include brand awareness, brand perceived quality and purchase decision variables. The result of the calculation and its analysis show that brand awareness and brand perceived quality has impact toward the purchase decision as the tcount(t0) > ttable. The use of F-test shows that
Co-Authors Benny Lim Benny Lim Bertha Nerpy Siahaan Bestadrian Prawiro Theng Bestadrian Prawiro Theng Diana Afriani Eddy Eddy Gunawan Edward Harnjo Erina Alimin Ester Felix Leonardi Gurning, Lenny Hengky Kosasih Hutabarat, Gloria Cahaya Julida Javerson Simamora Juliana, Juliana Wijaya, Elyzabeth Yenni