Pengaruh Harga Dan Brand Awareness Terhadap Keputusan Pembelian Bittersweet By Najla

Authors

  • Maghda Fauziah Ainurrokhmah Sekolah Tinggi Ilmu Ekonomi Pemuda
  • Nur Aini Anisa Sekolah Tinggi Ilmu Ekonomi Pemuda
  • Aisyah Darti Megasari Sekolah Tinggi Ilmu Ekonomi Pemuda

DOI:

https://doi.org/10.61132/manuhara.v1i4.165

Keywords:

Price, Brand Awareness, Purchasing Decision

Abstract

This study aims to determine the effect of price on purchasing decisions of Bittersweet by Najla, to determine the effect of brand awareness on purchasing decisions of Bittersweet by Najla, and to determine the effect of price and brand awareness on purchasing decisions of Bittersweet by Najla. This research is quantitative. Data collection techniques used questionnaires. The data analysis technique used is instrument test, classical assumption test, multiple linear regression, hypothesis testing, and the coefficient of determination. The results of the study show that price and brand awareness have a partial and simultaneous effect on purchasing decisions.

Downloads

Download data is not yet available.

References

Abdullah, P. M. (2015). Metodelogi Penelitian Kuantitatif.

Anam, M. S. L. N. A. A. R. (2021). "Pengaruh Kualitas Produk , Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra (Studi Kasus pada Mahasiswa IAIN Salatiga)". Jurnal Ekonomi & Ekonomi Syariah, 4(1), 120–136.

Fasha, A. F., Robi, M. R., & Windasari, S. (2022). "Determinasi Keputusan Pembelian melalui Minat Beli : Brand Ambassador dan Brand Image (Literature Review Manajemen Pemasaran)". Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42.

Fatmasari, D. (2018). Pengaruh Brand Awareness, Perceived Quality, dan Brand Loyalty Terhadap Keputusan Pembelian Handphone Samsung ( Studi Kasus Mahasiswa FTIK IAIN Purwokerto ). Skripsi, 1–79.

Gunarsih, C. M., & Tamengkel, L. F. (2021). "Pengaruh Harga Terhadap Keputusan Pembelian Konsumen Di Toko Pelita Jaya Buyungon Amurang". 2(1), 69–72.

Pratiwi, A., Junaedi, D., & Prasetyo, A. (2019). "Pengaruh Harga terhadap Keputusan Pembelian Konsumen : Studi Kasus 212 Mart Cikaret". Jurnal Kajian Ekonomi Dan Bisnis Islam, 2(2), 150–159. https://doi.org/10.47467/elmal.v2i2.345

Primadasari, A., & Sudarwanto, T. (2021). "Pengaruh brand awareness , brand image, dan kualitas produk terhadap keputusan pembelian Kopi Janji Jiwa di Surabaya". JEBM: Forum Ekonomi, 23(3), 413–420.

Sahir, S. H. (2021). Metodelogi Penelitian.

Silalahi, A. D. H. (2022). "Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian (Studi Pada Furendori Betta Jakarta Selatan)". Fakultas Ekonomi Dan Bisnis Universitas Brawijaya, 1–18.

Bittersweet by Najla. 2020. “Bittersweet by Najla”. (Online). (https://bittersweetbynajla.com/ diakses tanggal 10 Januari 2023).

Downloads

Published

2023-08-21

How to Cite

Maghda Fauziah Ainurrokhmah, Nur Aini Anisa, & Aisyah Darti Megasari. (2023). Pengaruh Harga Dan Brand Awareness Terhadap Keputusan Pembelian Bittersweet By Najla. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 1(4), 44–52. https://doi.org/10.61132/manuhara.v1i4.165

Similar Articles

<< < 1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.