Skripsi

PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LAFIYE PADA MAHASISWA STRATA 1 UNIVERSITAS SRIWIJAYA

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The research aims to investigate The Influence of Brand Awareness on the Purchase Decision of Lafiye Hijab Products among Undergraduate Student of Sriwijaya University. The method used in this research is quantitative method, using an online questionnaire through google form. Sampling technique uses non-probability sampling technique with a total of 100 respondents who are active students of Sriwijaya University. The data analysis technique used is multiple linear regression analysis using the SPSS 26 data processing program. The results of this study show: 1) Recognation has no significant effect partially on purchasing decisions, 2) Recall has no significant effect partially on purchasing decisions, 3) Purchase has a partially significant effect on purchasing decisions, 4) Consumption has a partially significant effect on purchasing decisions. Simultaneously obtained the results that brand awareness has a significant effect on purchasing decisions for Lafiye hijab products for Sriwijaya University undergraduate students.

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Detail Information

Series Title

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Call Number

T1589282024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xv, 42 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Keputusan pembelian
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

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