The Influence of Brand Image, Brand Awareness, and Brand Trust on Purchase Decisions for Apple Products at the UNPRI Faculty of Law

Abstract

This study aims to analyze the influence of brand image, brand awareness, and brand trust on purchasing decisions regarding Apple products at the Faculty of Law, Universitas Prima Indonesia (UNPRI). The method used is a quantitative approach with data collection through the distribution of questionnaires to 209 respondents who are students that have made purchases and have used Apple products at least twice. The data obtained were then analyzed using validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of SPSS software. The results of the study indicate that, collectively, the variables of brand image, brand awareness, and brand trust have a significant influence on purchasing decisions. Partially, the variables of brand image, brand awareness, and brand trust were also proven to have a significant effect on purchasing decisions. The coefficient of determination value of 0.363 indicates that the variables of brand image, brand awareness, and brand trust are able to explain 36.3% of the variation in purchasing decisions, while the remaining 63.7% is influenced by other variables outside the scope of this study.