PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK TELKOMSEL (STUDI MASYARAKAT DI KOTA SERANG PROVINSI BANTEN) ABSTRAK Hany Azza Umama(1) Rifki Rakasiwi(2) Universitas Serang

Penulis

  • Hany Azza Umama

DOI:

https://doi.org/10.30656/jm.v7i2.893

Abstrak

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Konsumen produk Telkomsel (Studi Masyarakat di Kota Serang Prov. Banten).
Dalam penelitian, jenis penelitian yang digunakan adalah penelitian kuantitatif. Penelitian menggunakan metode non-probability sampling (tidak secara acak) dengan purposive sampling, dimana sampel dipilih berdasarkan karakteristik sebanyak 80 orang sampel. Penelitian dilakukan menggunakan regresi linier berganda dengan bantuan SPSS versi 23 dalam menganalisis data.
Hasil penelitian ini menunjukkan Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Konsumen produk Telkomsel (Studi Masyarakat di Kota Serang Prov. Banten) dapat dikatakan Baik. Brand Awareness dan Brand Image secara simultan berpengaruh terhadap Keputusan Pembelian konsumen produk Telkomsel di kota serang dengan hasil yang diperoleh adalah Fhitung (42,370)>Ftabel (3,12) maka Ho ditolak dan Ha diterima.

Unduhan

Diterbitkan

2018-12-08

Terbitan

Vol 7 No 2 (2017): Jurnal Manajemen

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