PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LAFIYE PADA MAHASISWA STRATA 1 UNIVERSITAS SRIWIJAYA

SYAFAQA, ANDHIKA PERMATA and Putri, Yulia Hamdaini (2024) PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LAFIYE PADA MAHASISWA STRATA 1 UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

The research aims to investigate The Influence of Brand Awareness on the Purchase Decision of Lafiye Hijab Products among Undergraduate Student of Sriwijaya University. The method used in this research is quantitative method, using an online questionnaire through google form. Sampling technique uses non-probability sampling technique with a total of 100 respondents who are active students of Sriwijaya University. The data analysis technique used is multiple linear regression analysis using the SPSS 26 data processing program. The results of this study show: 1) Recognation has no significant effect partially on purchasing decisions, 2) Recall has no significant effect partially on purchasing decisions, 3) Purchase has a partially significant effect on purchasing decisions, 4) Consumption has a partially significant effect on purchasing decisions. Simultaneously obtained the results that brand awareness has a significant effect on purchasing decisions for Lafiye hijab products for Sriwijaya University undergraduate students.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Andhika Permata Syafaqa
Date Deposited:	01 Nov 2024 04:59
Last Modified:	01 Nov 2024 04:59
URI:	http://repository.unsri.ac.id/id/eprint/158928

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