<![CDATA[The objectives of this research are to examine and analyze the simultaneous and/or partial influence of brand knowledge, which consist of brand awareness and brand image,  on  customers’ purchase  intention  toward  Samsung  Galaxy  series smartphone and  to  determine  the  variable  that  has  a  dominant influence  on purchase intention. This explanatory research explains causal relationship between dependent variable and independent variables through hypothesis testing. Using purposive sampling technique, 210 Brawijaya University students were selected as the respondents. To identify the influence of independent variables on dependent variable, this research uses multiple linear regression analysis. F test, t test, and dominant  test  were  used  to  test  the  hypothesis.  Based  on the  result of  data advisability test, namely validity and reliability tests, the indicators of this research are stated valid and reliable the result of classical assumption test indicates that the regression model in  this  research  is normally distributed and free of multicollinearity,  and  heteroscedasticity.  The  calculation  of  multiple  linear regression analysis in this research can be interpreted that brand awareness and brand image simultaneously and partially have a significant influence on purchase intention.  The  result also shows that brand image has a  dominant influence on purchase intention.keywords : Brand Knowledge, Brand Awareness, Brand Image, Purchase Intention]]>
Copyrights © 2017
