Meningkatkan Keputusan Pembelian dengan Brand Awareness, Perceived Quality, Brand Association
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Brand Awareness, Perceived Quality, Brand Association, Buying DecisionAbstract
Fertilizer is a product that is really needed, especially by the agricultural sector. The high demand for fertilizer will certainly increase competition among fertilizer producers which will ultimately influence consumer purchasing decisions. From this research, it is hoped that we can test the role of brand awareness, perceived quality and brand association in influencing the decision to purchase Urea Prill Daun Buah agricultural fertilizer. The population in this study was 699 farmers in Jatiluwih Village who had used Prill Leaf Fruit Urea Fertilizer. The sample size was 100 farmers using purposive sampling. The collected data was tested using the multiple linear regression method. The results of the analysis show that brand awareness, perceived quality, and brand association are able to have a positive and significant influence on purchasing decisions. Suggestions given include selling products in different packaging, improving the quality of fertilizer, and creating more attractive packaging designs.
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