THE INFLUENCE OF BRAND AWARENESS AND PERCEIVED QUALITY ON IQOS PRODUCT PURCHASE DECISIONS IN MEDAN CITY

Abstract

This study aims to analyze the influence of brand awareness and perceived quality on the purchase decision of IQOS products in Medan City. Indonesia is the country with the third largest number of smokers in the world, with North Sumatra ranked ninth in the province with the most smokers in Indonesia. This study uses a quantitative approach with a non-probability sampling technique through the accidental sampling method. The research sample amounted to 115 respondents who were IQOS users in Medan City with the criterion of being at least 18 years old. The data analysis technique used multiple linear regression analysis preceded by validity, reliability, and classical assumption tests. The results showed that partially brand awareness had a significant effect on the purchase decision of IQOS products in Medan City with a t-table value (34,416) > t table (1,658), while perceived quality had no effect on the purchase decision with a t-value (-0.264) < t table (1,658). The regression equation obtained is Y = 1.416 - 0.013X₁ + 1.618X₂. This research provides important implications for the marketing strategy of IQOS products in Medan City, where strengthening brand awareness needs to be the main focus in efforts to improve consumer purchasing decisions.