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ABSTRACT:

This study aims to determine 1) the effect of country of origin on purchase decisions for Samsung smartphones, and 2) the effect of brand awareness on purchase decisions for Samsung smartphones. The research employs a quantitative approach. Population consisting of students in Surabaya who are familiar with the Samsung smartphone brand and have either used or are currently using smartphones of that brand. The study's sample includes 105 respondents determined using a nonprobability sampling method, specifically convenience sampling, often referred to as accidental sampling. The data collection process was carried out by distributing surveys via QR codes linked to Google Forms to potential participants. Furthermore, the information collected was analyzed using the Structural Equation Model (SEM) technique, using the Partial Least Square (PLS) approach, with the help of SmartPLS. The research results indicate that: 1) the country of origin has a positive and significant influence on purchase decisions, and 2) brand awareness has a positive and significant influence on purchase decisions.

KEYWORDS:

Purchase Decision; Brand Awareness; Country of Origin

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