THE INFLUENCE OF BRAND AWARENESS, PROMOTION AND PRODUCT QUALITY ON CUSTOMER PURCHASING DECISION

THE INFLUENCE OF BRAND AWARENESS, PROMOTION AND PRODUCT QUALITY ON CUSTOMER PURCHASING DECISION

• By Rahman Arif, Ariandi Fajri, Arista Roynaldi, Warsono;
• Jurnal Nasional Terakreditasi
• 26
• 881-885

The purpose of this research is to determine the influence of brand awareness, promotion and product quality on purchasing decisions at The Executive Ciputra Cibubur Bekasi Store. The method used is descriptive quantitative, with a population of 250 customers while the research sample consists of 100 respondents consisting of 35 men and 65 women and the sampling technique is random (probably random). In analyzing the research data, SPSS 26 was used to calculate the results of the Multiple Linear Regression variable test, t test, F test, and determination analysis. The results of this research show that based on the t test, brand awareness, promotion and product quality have a positive and significant effect on purchasing decisions, and based on the t test, brand awareness and promotion have a positive and significant effect on purchasing decisions. Based on the results of the F Test, brand awareness, promotion and product quality together have a significant influence on purchasing decisions for customers of the Ciputra Cibubur Bekasi Executive Store. Based on the results of multiple regression analysis, brand awareness, promotion and product quality only account for 74.5% of purchasing decisions, while the remaining 25.5% is influenced by other variables not examined in this research.

• Katakunci Brand Awareness, Promotion, Purchase Intention
• URL http://infor.seaninstitute.org/index.php/pendidikan/article/view/2048
• Penerbit Jurnal Scientia, Deliserdang Sumatra Utara

REFERENSI

[1] D. R. FIRDAUSI, “Pemaknaan Fashion Thrift Sebagai Komunikasi,” 2021.
[2] D. M. Harsini and F. N. Luwis, Bisnis Busana Muslim. PT Niaga Swadaya, 2010.
[3] A. Hermawanto and M. Anggraini, “Globalisasi, Revolusi Digital dan Lokalitas: Dinamika Internasional dan Domestik di Era Borderless World.” LPPM Press UPN" Veteran" Yogyakarta, 2020.
[4] A. Primadasari and T. Sudarwanto, “Pengaruh brand awareness, brand image, dan kualitas produk terhadap keputusan pembelian,” in Forum Ekonomi, 2021, vol. 23, no. 3, pp. 413–420.
[5] A. B. Susanto and H. Wijarnako, Power branding: Membangun merek unggul dan organisasi pendukungnya. Mizan Pustaka, 2004.
[6] J. Romaniuk, S. Wight, and M. Faulkner, “Brand awareness: revisiting an old metric for a new world,” J. Prod. Brand Manag., vol. 26, no. 5, pp. 469–476, 2017.
[7] T. O’guinn, C. Allen, R. J. Semenik, and A. C. Scheinbaum, Advertising and integrated brand promotion. Cengage Learning, 2014.
[8] B. Hasbun, “Komperasi Antara Kelompok Yang Melihat Iklan dan Tidak Melihat Iklan Dengan Moderasi Brand Awareness Terhadap Niat Beli (Studi Pada Commuter Line),” J. Bus. Stud., vol. 1, no. 2, 2016.
[9] V. Simamora and R. A. Umry, “Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating,” J. Bus. Entrep., vol. 4, no. 1, 2020.
[10] Kotler dan Gary Amstrong, Dasar-dasar Pemasaran.Jilid 1, 9th ed. Jakarta: Erlangga, 2016.
[11] A. Hermawan, “Komunikasi Pemasaran. Jakarta: Erlangga.” 2012.
[12] A. Shinta, Manajemen pemasaran. Universitas Brawijaya Press, 2011.
[13] W. A. Lukito, “Pengaruh Promosi dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa,” Arbitr. J. Econ. Account., vol. 1, no. 2, pp. 90–95, 2020.
[14] P. and K. L. K. Kotler, Marketing Management, 15th Editi. Pearson Education,Inc, 2016.
[15] N. Evelina, H. D. Waloejo, and S. Listyorini, “Pengaruh citra merek, kualitas produk, harga, dan promosi terhadap keputusan pembelian kartu perdana telkomflexi (Studi kasus pada konsumen TelkomFlexi di Kecamatan Kota Kudus Kabupaten Kudus),” J. ilmu Adm. bisnis, vol. 1, no. 1, pp. 203–213, 2013.
[16] M. Sundalangi et al., “Kualitas Produk, Daya Tarik Iklan, Dan Potongan Harga Terhadap Minat Beli Konsumen Pada Pizza Hut Manado,” J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 2, no. 1, pp. 313–324, 2014, doi: 10.35794/emba.v2i1.3829.
[17] F. Tjiptono and G. Chandra, “Service, quality dan satisfaction,” Yogyakarta Andi Offset, 2016.
[18] P. Kotler and G. Armstrong, “Principles of Marketing (16th Global Edition).” Harlow: Pearson, 2013.
[19] B. Swastha, Manajemen Penjualan. Yogyakarta: Yogyakarta: BPFE Yogyakarta, 2014.
[20] M. H. Katrin, Intan Lina & Diyah Setyorini, “Pengaruh Promosi Terhadap Keputusan Pembelian Di Restoran Javana Bistro Bandung,” Gastron. Tour., vol. 3, no. 2, 2016.
[21] M. Sugiyono, “Penelitian dan Pengembangan Research and Development,” Bandung Alf., 2019.