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Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk
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This study aims to determine and analyze the direct influence of brand image on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of brand awareness on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of product quality on purchasing decisions for H&M brand products at Solo Paragon Mall and to determine and analyze the simultaneous influence of brand image, brand awareness and product quality on purchasing decisions for H&M brand products at Solo Paragon Mall. This study uses a quantitative method with a sample size of 100 H&M brand consumer respondents. Data were analyzed using multiple linear regression analysis tests. The results of the study indicate that brand image directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, brand awareness directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, product quality directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, and brand image, brand awareness and product quality directly and simultaneously have a significant effect on purchasing decisions for products at Solo Paragon Mall.
Politeknik Pratama Purwokerto
Title: Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk
Description:
This study aims to determine and analyze the direct influence of brand image on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of brand awareness on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of product quality on purchasing decisions for H&M brand products at Solo Paragon Mall and to determine and analyze the simultaneous influence of brand image, brand awareness and product quality on purchasing decisions for H&M brand products at Solo Paragon Mall.
This study uses a quantitative method with a sample size of 100 H&M brand consumer respondents.
Data were analyzed using multiple linear regression analysis tests.
The results of the study indicate that brand image directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, brand awareness directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, product quality directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, and brand image, brand awareness and product quality directly and simultaneously have a significant effect on purchasing decisions for products at Solo Paragon Mall.
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