Pengaruh Brand Awareness, Perceived Quality dan Perceived Price terhadap Purchase Intetion Produk Apple Airtag (Studi pada Mahasiswa Fakultas Isipol Universitas Sumatera Utara)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, Perceived Quality dan Perceived Price terhadap Purchase Intention produk Apple Airtag (Studi Pada Mahasiswa Fakultas ISIPOL Univeristas Sumatera Utara) baik secara parsial dan simultan. Penelitian ini merupakan penelitian kuantitatif. Jumlah popu-lasi 6627 orang dan sampel berjumlah 98 orang dengan menggunakan rumus slovin dan pengumpulan data melalui observasi, dan kuesioner. Data diolah menggunakan SPSS for windows 27. Hasil penelitian menunjukkan persamaan regresi linear ber-ganda diperoleh persamaan Y= 4,183 + 0,238 X1 + 0,123X2 + 0,634X3. Hasil uji T diperoleh nilai thitung Brand Awareness (X1) adalah 3,517>1,665 dengan taraf signifikan 0,001 < 0,05 maka Ha ditolak dan H0 diterima artinya Brand Awareness (X1) berpengaruh positif dan signifikan terhadap Purchase Intention (Y). Nilai t hitung Perceived Quality (X2) adalah 1,564<1,665 dengan taraf signifikan 0,017 < 0,05 maka Ha diterima dan H0 ditolak artinya Perceived Quality (X2) ber-pengaruh positif dan signifikan terhadap Purchase Intention (Y) . Nilai t hitung Perceived Price (X3) adalah 5,368>1,665 dengan taraf signifikan 0,000 < 0,05 maka Ha diterima dan H0 ditolak artinya Perceived Price (X3) berpengaruh positif dan signifikan terhadap Purchase Intention (Y) .Hasil uji f (Simultan) diperoleh nilai Fhitung 39,853 > Ftabel 3,090 dengan taraf signifikan 0,000 < 0,05. Maka hal ini menunjukkan bahwa Ha diterima dan H0 ditolak artinya Brand Awareness (X1) Perceived Qualty (X2) dan Perceived Price (X3) secara simultan berpengaruh pos-itif dan signifikan terhadap Purchase Intention (Y). R Square menunjukkan koefisien determinasi adalah 0,955 atau 95,5% variabel Purchase Intention dapat dijelaskan oleh variabel Brand Awareness, Perceived Quality dan Perceived Price, sedangkan sisanya sebesar 4,5% dipengaruhi oleh variabel lainnya yang tidak dii-kutsertakan dalam penelitian ini. This study aims to determine the effect of Brand Awareness, Perceived Quality and Perceived Price on Purchase Intention of Apple Airtag products (Study on Students of the Faculty of ISIPOL, University of North Sumatra) both partially and simulta-neously. This research is quantitative research. The population was 6627 people and the sample amounted to 98 people using the slovin formula and data collection through observation, and questionnaires. The results showed that the multiple lin-ear regression equation obtained the equation Y = 4.183 + 0.238X1 + 0.123X2 + 0.634X3. The T test results obtained the tcount value of Brand Awareness (X1) is 3.517> 1.665 with a significant level of 0.001 <0.05, so Ha is rejected and H0 is accepted, meaning that Brand Awareness (X1) has a positive and significant effect on Purchase Intention (Y). The t value of Perceived Quality (X2) is 1.564 < 1.665 with a significant level of 0.017 < 0.05, so Ha is accepted and H0 is rejected, mean-ing that Perceived Quality (X2) has a positive and significant effect on Purchase Intention (Y). The t value of Perceived Price (X3) is 5.368> 1.665 with a significant level of 0.000 <0.05, so Ha is accepted and H0 is rejected, meaning that Perceived Price (X3) has a positive and significant effect on Purchase Intention (Y). The re-sults of the f test (Simultaneous) obtained a value of Fhitung 39.853> Ftabel 3.090 with a significant level of 0.000 <0.05. So this shows that Ha is accepted and H0 is rejected, meaning that Brand Awareness (X1) Perceived Qualty (X2) and Perceived Price (X3) simultaneously have a positive and significant effect on Purchase Inten-tion (Y). R Square shows that the coefficient of determination is 0.955 or 95.5% of the Purchase Intention variable can be explained by the Brand Awareness, Per-ceived Quality and Perceived Price variables, while the remaining 4.5% is influ-enced by other variables not included in this study.