Pengaruh Brand Preference dan Product Knowledge terhadap Keputusan Pembelian

Abstract

Purchase decisions shown by consumers will greatly determine business continuity. The purchase decision will determine the company can continue to grow or should be closed. This study was conducted to examine how much influence brand preference and product knowledge have on purchasing decisions. This research was conducted at the Erafone Store, Singaraja Branch with a total research population of 558 consumers. The number of samples determined by the Slovin formula is 85 people and will be selected using the purposive sampling method. Data were analyzed by multiple linear regression analysis. The results show that brand preference and product knowledge have a positive and significant influence on purchasing decisions. It is recommended that the store improve purchasing decisions by evaluating the brand preference and product knowledge factors in this study.