Pengaruh Country of Origin (Negara Asal) dan Brand Awareness (Kesadaran Merek terhadap Keputusan Pembelian Smartphone Iphone (Studi pada Mahasiswa FISIP USU Medan)

Abstract

Needs of a communicate and get an information instantly becomes important now, its increased the product of communication such as a smartphone like iPhone from Apple. Consumers likely have a consideration in choosing a product, one of which is the country of origin a product. Other than that, a brand is also become the consumers consideration, consumers will choose a product from a brand that are already known. This research is aimed to determine the effect of the country of origin and brand awareness on purchasing decisions of iPhone in FISIP USU. The sample used in this research were 100 respondents. Data analysis that used in this research were instrument test, classical instrument test, multiple linear regression analysis, hypothesis test (test F and test T) and the coefficient of determination (R2 ). Based on the multiple linear regression result is that country of origin and brand awareness have a positive and significant influence on purchasing decisions with a regression coefficient of each other are 0.258 and 0.228 and have tcount > ttable that is 3.939 and 2.804 is bigger than 1.661. Both of them have influence on purchasing decisions by 22.4%.