Pengaruh Tagline Vit dan Brand Awareness terhadap Keputusan Pembelian Air Minum Kemasan

  • I Kadek Sugianta Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Keywords: Keputusan Pembelian, VIT Tagline, Brand Awareness

Abstract

The purchase decision is the main point in the process of searching and evaluating several alternatives in order to determine the real purchase of a product. The purpose of this study was to determine how the tagline and brand awareness influence purchasing decisions, either partially or simultaneously. This research was conducted at the VIT outlet in Denpasar City. The number of samples taken was as many as 93 respondents. Data collection techniques are observation, interviews, documentation, literature and questionnaires. While the data analysis techniques are validity, reliability, classic assumption test, multiple linear regression analysis, multiple correlation, t test (t test), determination, and f test (f test). The test results through showed that there was a positive and significant influence between the VIT tagline on the decision. There is a positive and significant influence between brand awareness on purchasing decisions. There is a positive and significant influence between the VIT tagline and brand awareness on purchasing decisions.

 

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Published
2022-11-01
How to Cite
Sugianta, I. (2022). Pengaruh Tagline Vit dan Brand Awareness terhadap Keputusan Pembelian Air Minum Kemasan. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(4), 1061-1071. https://doi.org/10.32795/widyaamrita.v2i4.1609