PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA PALEMBANG

KURNIA, MUHAMMAD JUVIO PUTRA and Mavilinda, Hera Febria (2025) PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya university.

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Abstract

This research aims to determine the influence of Brand Awareness and Brand Image on consumers' purchasing decisions for Kopi Kenangan in Palembang City. The method applied in this research is quantitative with a descriptive approach. The population of this research consists of all consumers who have purchased Kopi Kenangan in Palembang City, with a sample of 100 respondents. This research uses primary data obtained through questionnaires distributed to Kopi Kenangan consumers, followed by hypothesis testing analysis. The results of this research indicate that simultaneously, the independent variables, namely Brand Awareness (X1) and Brand Image (X2), have a positive and significant effect on purchasing decisions (Y). Partially, Brand Awareness (X1) and Brand Image (X2) also have a positive and significant effect on purchasing decisions (Y). Brand Awareness was found to be the dominant variable with a regression coefficient value of 0.828. The conclusion of this research is that Brand Awareness and Brand Image significantly influence both partially and simultaneously on the purchasing decisions for Kopi Kenangan in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand awareness, Brand image, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Juvio Putra
Date Deposited:	23 Jan 2025 07:31
Last Modified:	23 Jan 2025 07:31
URI:	http://repository.unsri.ac.id/id/eprint/166324

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