PENGARUH KESADARAN MEREK, ASOSIASI MEREK DAN PERCEPTION OF QUALITY TERHADAP KEPUTUSAN PEMBELIAN HOSPITAL BED MEREK PARAMOUT DI PT. AGA MEDIKA UTAMA PADANG (Studi Kasus Rumah Sakit Umum Kota Padang)

Decision purchase hospital bed brand paramount at PT. Aga Medika Utama in public hospitals in Padang city experienced an increase in seeing the phenomenon get an idea about a research with the theme of brand awareness, brand association and perception of quality to purchase decision of hospital bed.In the study, the authors create independent variables consisting of brand awareness (X1), Brand Association (X2) and Perception of Quality as (X3) while the dependent variable is the purchase decision (Y). Of all variables are used multiple regression tests. The results of the study illustrate that X1 and X3 show significant value smaller than 0.05 so that the hypothesis given the researchers can be accepted. As for X2 showed significant value greater than 0.05 this indicates that the value is not acceptable by the researcher hypothesis. It can be concluded that brand awareness and quality perception are positively associated with purchasing decisions. As for the brand association of purchasing decisions have a negative effect.