Role of Brand Awerenes, Price and Product Innovation on Smartphone Purchasing Decisions In Sidoarjo
Peran Kesadaran Merek, Harga dan Inovasi Produk Terhadap Keputusan Pembelian Smartphone di Sidoarjo
DOI:
https://doi.org/10.21070/ups.1052Keywords:
Brand Awaraness, Price, Product Innovation, Purchase DecisionAbstract
This study aims to determine the role of brand awareness, price and product innovation on smartphone purchasing decisions in Sidoarjo.This research is a type of descriptive research using quantitative methods. Samplingcin this study was carried out using the Non Probability Sampling technique with the Purposive Sampling method and the number of samples in thiscstudy were 96 respondents. This study uses data collection techniques by distributing questionnaires.The data analysis technique used in this study is multiple linear regression analysis using the statistical tool SPSS version 26.Thecresults of this studyprove that brand awareness influences the purchase decision of smartphone products in Sidoarjo, price influences the purchase decision of smartphone products in Sidoarjo and product innovation influences on the decisionto purchase smartphone products in Sidoarjo
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