The Influence of Brand Awareness, Product Quality, and Promotion on Samsung Smartphone Purchasing Decisions (A Study on Yogyakarta State University)

Abstract

In the contemporary era, smartphones have become an essential necessity, playing an integral role in various aspects of human life. This increasing dependence has led to a growing demand for smartphones each year, creating opportunities for various smartphone brands, including Samsung. As a brand with a strong marketshare, Samsung faced a decline in market growth in the second quarter of 2023. This study aims to evaluate the influence of three key factors (brand awareness, product quality, and promotion) on Samsung smartphone purchasing decisions. Additionally, it examines the combined impact of these factors. The research employs a quantitative approach with a survey method. The study focuses on students at Yogyakarta State University, selected using purposive and accidental sampling techniques, with a total of 110 respondents. Data processing techniques applied in this study include descriptive statistics, assumption testing, multiple regression analysis, hypothesis testing, and Adjusted RSquared calculations. The findings reveal that brand awareness influences purchasing decisions (coefficient = 0.114, p > 0.05), product quality has an impact on purchasing decisions (coefficient = 0.242, p > 0.05), and promotion also affects purchasing decisions (coefficient = 0.188, p > 0.05). Collectively, brand awareness, product quality, and promotion significantly influence purchasing decisions(F-value = 41.538 > F-table = 2.69, p > 0.05). The coefficient of determination indicates that these factors contribute 52.7% to purchasing decisions, while the remaining 47.3% is attributed to other factors not examined in this study.