Pengaruh Brand Awareness Terhadap Keputusan Pembelian Amdk Merek Aqua (Studi Pada Masyarakat Di Kota Bandung)

Abstract

This study examines the effect of brand awareness on purchase decisions Aqua brand of bottled water in the community in the city of Bandung. This study aimed to measure the level of brand awareness in the community Aqua in Bandung, analysis of consumer purchasing decisions Aqua, and the influence of brand awareness in this study using a top of mind dimension, brand recall, brand recognition, and consumption on consumer purchasing decisions Aqua. This type of research used in this study was a descriptive study using quantitative methods. The population in this study is a community in the city of Bandung with samples taken 100 respondents. Collecting data in this study using a questionnaire distributed to respondents using incidental sampling technique. These results indicate that the level of brand awareness is at its Aqua brand top of mind and included into the category of high and Aqua brand of bottled water purchasing decisions are in high positions. Based on a simple regression test results indicate the brand awareness influence on purchase decisions Aqua brand of bottled water by 70.1%. While based on the coefficient of determination variable brand awareness can influence purchasing decisions by 46.2%.

influence of brand awareness and sales promotion on purchase decisions of OVO products

“…The results of research from Krisnawati (2016), show that brand awareness has a positive and significant influence on purchasing decisions; this is also in line with research from , which results in high brand awareness that will affect purchasing decisions high too. Research from Santini et al ( 2015), shows positive results between sales promotions and purchasing decisions.…”

Pengaruh Ekuitas Merek (Brand Equity) Terhadap Keputusan Pembelian Produk Starbucks Coffee pada Masa Pandemi (Studi Kasus di Starbucks Coffeee XXI Empire Yogyakarta)

“…Sedangkan penelitian dengan responden konsumen minuman Coca Cola menunjukkan bahwa brand awareness mempengaruhi citra merek, citra merek mempengaruhi kualitas yang dirasakan, dan kualitas yang dirasakan secara signifikan mempengaruhi niat beli konsumen (Aberdeen dkk, 2016). Pengaruh yang signifikan antara brand awareness terhadap keputusan pembelian dapat terjadi karena merek produk sudah sangat melekat di benak masyarakat, seperti yang diuraikan dari penelitian Krisnawati (2016) untuk produk AMDK merek Aqua pada masyarakat di Kota Bandung.…”

Improving the Loyalty of Online Transport User Trough Brand Image, Brand Awareness, and Brand Trust

“…Awareness can be defined as the ability of a potential consumer to recognize part of a brand or recall a brand that is part of a certain category Krisnawati (2016). Ransulangi, et.al (2017), brand awareness is the ability of a potential buyer to recognize or recall a brand as part of a certain product category.…”