FACHRIZA, M RESKI and Andriana, Isni and Rosa, Aslamia (2024) PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEESHOP SERENATAKOPI & SPACE DI KOTA PALEMBANG. Masters thesis, Sriwijaya University.
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Abstract
This research aims to analyze the influence of brand image and brand awareness on purchasing decisions at Serenata Kopi & Space Coffeeshop in Palembang City. The population of this research is visitors to the Serenata Kopi & Space Coffeeshop, and the sample for this research is 210 people. The data analyzed comes from answers to questionnaires distributed to respondents. The research results found that Brand Image and Brand Awareness influence purchasing decisions at Serenata Kopi & Space Coffeeshop in Palembang City. Based on the results of this research, it is recommended that the owner of Serenata kopi and space can improve the brand image and maintain the quality of products and services so that the level of consumer recognition of a product or service from the Serenata kopi and space brand name and recommend it to friends and family and become the main choice for customers. amidst increasingly fierce competition. For customers to continue to pay attention to the quality of products and services
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Brand Awareness, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property H Social Sciences > HC Economic History and Conditions > HC10-1085 Economic history and conditions |
| Divisions: | 01-Faculty of Economics > 61101-Management Business and Administration (S2) |
| Depositing User: | M Reski Fachriza |
| Date Deposited: | 18 Mar 2024 02:10 |
| Last Modified: | 18 Mar 2024 02:10 |
| URI: | http://repository.unsri.ac.id/id/eprint/141520 |
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