Dampak Brand awareness, Word Of Mouth dan Diferensiasi Produk Terhadap Keputusan Pembelian Produk JunglegoldDi Mengwi
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
brand awareness, word of mouth , product differentiationAbstract
This study aims to impact the effect of brand awareness, word of mouth, and product differentiation on purchasing decisions of Junglegold products in Mengwi. The research employed a quantitative approach with research variables consisting of brand awareness (X1), word of mouth (X2), product differentiation (X3), and purchasing decisions (Y). The population of this study was all Junglegold consumers in Mengwi with an unknown size (infinite population). A total of 100 respondents were selected using an accidental sampling technique. Data were collected through observation, interviews, questionnaires, and literature review. Multiple linear regression analysis was used to analyze the data. The results indicate that brand awareness, word of mouth, and product differentiation have a positive and significant effect on purchasing decisions, both partially and simultaneously. It is recommended that Junglegold enhance brand preference by strengthening brand awareness, encouraging word of mouth through consumer referral programs, and reinforcing product differentiation through packaging and design innovation. Future studies are suggested to include additional variables to broaden the understanding of consumer purchasing decisions at Junglegold Mengwi.
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