PROPOSAL Pengaruh Value Consciousness dan Brand Awareness Terhadap Attitude Dan Intention Pada Pengguna Smartphone Realme di Kota Samarinda --

ABSTRACT

The purpose of this study is to analyze and prove the effect of Value Consciousness on Attitude on Realme Smartphone users in Samarinda, the effect of Brand Awareness on Attitude on Realme Smartphone users in Samarinda, the effect of Value Consciousness on Intention on Realme Smartphone users in Samarinda, the effect of Brand Awareness on Intention. on Realme Smartphone users in Samarinda, and the influence of Attitude on Intention on Realme Smartphone users in Samarinda. And this study uses a survey method with a sample of 126 scattered in the city of Samarinda with the Accidental Sampling Method sampling technique. Respondents were only interviewed once when they met (cross section). Data from respondents (Primary Data) was then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for validity and reliability. From the test results, all research statement instruments were declared valid (coefficient value > 0.30) and declared reliable (Cronbach's alpha value > 0.60).
The results of the study after statistical tests were carried out with the SEM-AMOS version 5.0 tool showed the following results Value Consciousness had a significant effect on Attitude on Realme Smartphone users in Samarinda, Brand Awareness had no significant effect on Attitude on Realme Smartphone users in Samarinda, Value Consciousness had a significant effect on Intention of Realme Smartphone users in Samarinda, Brand Awareness has a significant effect on Intention of Realme Smartphone users in Samarinda, and Attitude has a significant effect on Intention of Realme Smartphone users in Samarinda.

Keyword: Value Consciousness, Brand Awareness, Attitude, and Intention