PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KECAP BANGO DI KOTA PALEMBANG

LARASATI, EGA and Nofiawaty, Nofiawaty and Yunita, Dessy (2022) PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KECAP BANGO DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze and determine the effect of brand awareness and brand image on the purchasing decisions of Bango soy sauce in Palembang City. This study uses quantitative methods with data collection techniques using questionnaires. The population in this study was the people of Palembang City who had bought soy sauce Bango. The sampling technique in this study was purposive sampling with a total sample of 100 respondents. The data analysis technique used is multiple linear regression. The results of this study indicate that brand awareness and brand image have a positive and significant effect on purchasing decisions for Bango soy sauce in Palembang City. The variable that has a more dominant influence on purchasing decisions is the brand image variable.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Brand Image, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography H Social Sciences > HB Economic Theory > HB135-147 Mathematical economics. Quantitative methods Including econometrics, input-output analysis, game theory H Social Sciences > HB Economic Theory > HB238-251 Competition. Production. Wealth
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ega Larasati
Date Deposited:	18 Nov 2022 07:02
Last Modified:	18 Nov 2022 07:02
URI:	http://repository.unsri.ac.id/id/eprint/82198

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