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All Journal Jurnal Ekonomi
Gian Muktabar Anggoro Jati
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Economics, Econometrics & Finance

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The Influence Of Brand Awareness, Brand Image, And Brand Trust On The Decision To Purchase HP Laptops In The Jabodetabek Community Gian Muktabar Anggoro Jati; Afif Zaerofi
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

The personal computer industry, especially in the classification of laptop, is one of the largest industries in Indonesia, which has massive  sales. In this sector, products from several global-scale computer companies have long been the choice of Indonesian consumers, including HP as its  one of leading brand for laptop. This aim to analyze the effect of brand awarness, brand image, brand trust on  HP laptop purchasing decisions in Jabodetabek who  use HP Laptop. The population in this study were 100 then the whole was taken to be sampled who use HP laptop. Methods of data analysis using the validity and reliability of the questionnaire, multiple regression analysis. The results of this study indicate that the brand awarness, brand image and brand trust variables simultaneously and partially have a significant effect on purchasing decisions (a survey of  HP laptop users specifically for the Jabodetabek area). The coefficient of determination is 0.772 which indicates that the ability of the independent variables to predict the dependent variable is 77%. 23% is influenced by other factors not examined by the author
Co-Authors Afif Zaerofi