PENGARUH BRAND AWARENESS DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINERAL “LE MINERALE” DI KOTA PALEMBANG

SANI, RIAN AKBAR UTOMO and Maulana, Ahmad and Mavilinda, Febria Hera (2024) PENGARUH BRAND AWARENESS DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINERAL “LE MINERALE” DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the Influence of Brand Awareness and Brand Loyalty on Purchase Decisions for "Le Minerale" Mineral Water in the city of Palembang. The research adopts a quantitative approach with data collection through a questionnaire. The population in this study encompasses the entire community in Palembang. The sampling method employed is Purposive Sampling, with a sample size of 100 respondents. The research utilizes quantitative analysis methods, namely T-test, F-test, coefficient of determination, and multiple linear regression analysis. The results of the study indicate that both brand awareness (X1) and brand loyalty (X2) have a significant simultaneous impact on Purchase Decisions (Y). Additionally, the variables brand awareness (X1) and brand loyalty (X2) individually have a significant partial effect on the Purchase Decision variable (Y), and the most dominant variable is brand loyalty (X2) with a regression coefficient value of 0.339

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awarness
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:	Rian Akbar Utomi Sani
Date Deposited:	31 Jan 2024 05:30
Last Modified:	31 Jan 2024 05:30
URI:	http://repository.unsri.ac.id/id/eprint/140476

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