The Influence of Smartphone Brand Awareness on Purchase Decisions iPhone Smartphone Consumers

Siti Daniyah Atika, Dedi Sulistiyo Soegoto

ICOBEST 2022 - Empowering World Optimism and Revitalization Through Scientific Framework - ISBN

Abstract

Competition between companies is getting tougher day by day, along with the increasing needs of consumers for a product. Now consumers can choose what kind of brand they need. Competition in the business world is getting tougher because the needs of consumers are increasingly undergoing changes and developments. The purpose of this study is (1) to determine the effect of brand awareness on consumer purchasing decisions for iPhone smartphones. The number of respondents in this study was taken from some iPhone users in Bandung city. The research uses quantitative methods, and data collection is done by distributing online questionnaires, statistical analysis shows that brand awareness has a positive and significant influence on purchasing decisions contribute to iPhone smartphone users in the city of Bandung.

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