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Mardia Rao Ratih
Universitas Negeri Padang
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HUBUNGAN ANTARA BRAND AWARENESS DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA BUKITTINGGI Mardia Rao Ratih; Yanladila Yeltas Putra
Jurnal Riset Psikologi Vol 2019, No 3 (2019): Periode Wisuda September 2019
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (103.775 KB) | DOI: 10.24036/jrp.v2019i3.6193

Abstract

This research is focus to find out the relationship between brand awareness and purchase decision for OPPO smartphone in Bukittinggi. This kind of research is quantitative method. The sample were chosen by using incidental sampling technique whit certain characteristic. Then, the number of sample of the research is  80 people who ever and are using OPPO smartphone in bukittinggi. Data collecting using a scale of brand awareness and purchase decision scale. The data analysis used Product Moment Correlation Coefisien by Pearson and the result showed the value of p=0.031 which  mean the research proves there is relationship between brand awareness and purchase decision with a significanc level <0.05.Penelitian ini berfokus untuk menemukan hubungan antara brand awareness dengan keputusan pembelian smartphone OPPO di Bukittinggi. Jenis penelitian yang digunakan dalam penelitian yaitu metode kuantitatif. Sampel diambil dengan menggunakan teknik incidental sampling berdasarkan kriteria tertentu. Sehingga sampel dalam penelitian didapatkan sebanyak 80 orang yang pernah atau sedang menggunakan smartphone OPPO di Bukittingggi. Alat Pengumpulan data menggunakan skala dari brand awareness dan skala keputusan pembelian. Teknik analisis data yang digunakan adalah teknik analisis Product Moment Correlation Coefisien oleh Pearson dan hasilnya menunjukan bahwa nilai p=0.031 yang berarti penelitian ini membuktikan bahwa terdapat hubungan brand awareness dan keputusan pembelian dengan taraf signifikan <0.05.
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