ABSTRACT: This research examines brand awareness issues such as brand position, product icons(ambassadors), and inappropriate product variants ultimately making smartphone products experience a decrease in sales. Perceived values such as product value, product benefits, and product suitability given to consumers are not in accordance with what consumers want. There was a decrease in purchasing decisions due to brand awareness, perceived value, perceived quality and flagship incompatible and ultimately a decrease in purchases in smartphone product sales. There was a decrease in trust due to brand awareness, perceived value, perceived quality and flagship that did not match and in the end there was a decrease in sales of smartphone products. Analyze data using Structural Equation Modeling (SEM). The sample was selected as a consumer who bought smartphone products in Medan city as many as 200 respondents. The results showed there was an insignificant influence of brand awareness, perceived value, perceived quality, flagship on trust. There is a significant influence of brand awareness on purchasing decisions. There is a significant influence on purchasing decisions. There is an insignificant influence on purchasing decisions.

Keywords : brand awareness, perceived value, perceived quality and flagship, trust, purchasing decision