PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN KONSUMEN DALAM MELAKUKAN PEMBELIAN DI SHOPEE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang)

RAHMAWATI, INDAH and Widad, Ahmad and Rosa, Aslamia (2020) PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN KONSUMEN DALAM MELAKUKAN PEMBELIAN DI SHOPEE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of Brand Awareness on consumer decisions partially and simultaneously as well as knowing which Brand Awareness factors are dominant influencing consumer decisions in making purchases at Shopee. The number of samples in this study amounted to 100 respondents. The sampling technique uses purposive sampling method. Data analysis techniques used multiple linear regression analysis. The analysis shows that partially / individually the top of mind variable and brand recall variable have insignificant influence, while the brand recognition variable has a significant influence on purchasing decisions in Shopee and simultaneously together the top of mind, brand recall variables, and brand recognition has a significant effect on purchasing decisions at Shopee. The brand recognition variable has a dominant influence on purchasing decisions at Shopee in the Economics faculty of Sriwijaya University, Palembang Campus.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Top Of Mind, Brand Recall, Brand Recognition, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB71-74 Economics as a science. Relation to other subjects
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 7137 not found.
Date Deposited:	14 Aug 2020 04:43
Last Modified:	14 Aug 2020 04:43
URI:	http://repository.unsri.ac.id/id/eprint/32728

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