Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian

Studi di CV. Hydealson Win Putra Abadi Denpasar

  • I Putu Adhi susila Putra Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
  • A A Ngurah Gede Sadiartha Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
  • Luh Nik Oktarini Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
Keywords: Brand Awareness, Perceived Quality, Purchasing Decisions

Abstract

Currently, the development of the business world is getting faster, companies are required to have an advantage over their competitors. Increasingly tighter competition also makes brand existence very important, considering that a brand is not just a name or symbol but also a differentiator for other products. Brand awareness appears in the mind of the buyer when he thinks he is thinking about a particular product and how easily the name comes up. In addition, the brand is a guarantee for the quality of the goods. In choosing a brand, the buyer will also think about the perceived quality (pericieved quality) of the brand in making purchasing decisions. The purpose of this study was to determine the effect of Brand Awareness and Perceived Quality on purchasing decisions. Questionnaires that have been tested for validity and reliability were given to 65 respondents who were buyers of Pomade Hydealson at CV. Hydealson Win Putra Abadi in Denpasar. The data analysis technique used in this study is the Classical Assumption Test, Multiple Linear Regression, Coefficient of Determination, t test and F test.

Based on the research results, it can be seen that: (1) Brand Awareness has a significant positive effect on purchasing decisions, where the t value is 3,325 and sig 0.001. (2) perceived quality has a significant positive effect on purchasing decisions, where the t values ​​are 3.574 and sig 0.001. (3) Simultaneously Brand Awareness and Perceived Quality have a significant effect on purchasing decisions, where the F value is 34.094 and a significance of 0.000. The magnitude of the influence of the independent variables on purchasing decisions is 52.4%. Suggestions that can be given in this research are CV. Hydealson Win Putra Abadi In Denpasar, you should always actively promote through social media, be able to reduce prices and further improve the quality of the products offered, always maintain the quality and quality offered.

References

Ariyan, H. (2010). Pengaruh Brand Awareness Dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Ulang Minuman Aqua Di Kota Padang. Jurnal Manajemen, 041(1), 1–11.

Mahiri, E. A. (2017). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha Pada Pt. Permata Motor Kadipaten. Jurnal Ilmiah Manajemen & Akuntansi, 4(1), 1–9.

Munica, C. M., & Rachmi, A. (2017). Pengaruh Brand Awareness dan Perceived Quality Terhadap Keputusan Pembelian Teh Pucuk. Jurnal Aplikasi Bisnis, 232–237.

Rian Ari Murba. (2014). Pengaruh Brand Awarenss dan Percieved Quality Terhadap Keputusan Pembelian Di Saung Angklung Udjo.

(“1,2,3),” 2016; Ariyan, 2010; Mahiri, 2017; Munica & Rachmi, 2017; Rian Ari Murba, 2014, 2014)

Published
2021-11-01
How to Cite
Putra, I. P., Ngurah Gede Sadiartha, A., & Oktarini, L. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Parwisata, 1(4), 1189-1198. https://doi.org/10.32795/widyaamrita.v1i4.1422