PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERGADAP KEPUTUSAN PEMBELIAN PADA KOPI JANJI JIWA DEMPO DI KOTA PALEMBANG

HUSIN, M ARBAIN and Nofiawaty, Nofiawaty and Yunita, Dessy (2023) PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERGADAP KEPUTUSAN PEMBELIAN PADA KOPI JANJI JIWA DEMPO DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of Brand Awarenesss and Brand Image on consumer purchase decisions at Kopi Janji Jiwa Dempo Palembang. This study uses a quantitative approach with the method of collecting data through questionnaires. The population in this study are customers who have made transactions at Kopi Janji Jiwa Dempo Palembang. The sampling method used purposive sampling with a total sample of 100 respond. The sampling method used non-probability with a sample size of 100 respondents. This study uses quantitative analysis techniques, multiple linear regression analysis and the coefficient of determination. The results showed that the Brand Awarenesss (X1) had a significant effect on the consumer behaviour variable (Y) with a tcount of 0.544 and a significance value of 0.000.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand awareness, brand images, Purchase Decision
Subjects:	S Agriculture > SF Animal culture > SF101-103.5 Brands and branding, and other means of identifying
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	M Arbain Husin
Date Deposited:	12 May 2023 06:06
Last Modified:	12 May 2023 06:06
URI:	http://repository.unsri.ac.id/id/eprint/102429

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