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All Journal Dinasti International Journal of Education Management and Social Science
M. SiVARAM
Lebanese French University, Iraq
Education

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BUILDING A PURCHASE AND PURCHASE DECISION: ANALYSIS OF BRAND AWARENESS AND BRAND LOYALTY M. SiVARAM; AGUNG HUDAYA; HAPZI ALI
Dinasti International Journal of Education Management And Social Science Vol 1 No 2 (2019): Dinasti International Journal of Education Management and Social Science (Decembe
Publisher : Dinasti Publisher

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Abstract

The retail business in Indonesia has now become an informal industry sector that is developing very quickly. Seeing this phenomenon, some retailers in Indonesia try to package the products they sell using their own packaging and brands or private labels. Over time, the development of private label product sales at the Alfamidi Store is still unsatisfactory and tends to stagnate. This study aims to determine the effect of brand awareness and brand loyalty on repurchase intentions and purchasing decisions. The design of this study was explanatory. The sampling technique in this study was on consumers who bought or consumed private label products at the Alfamidi Shop in Tangerang City and filled out the questionnaire using the accidental sampling method but still fulfilled the specified criteria. The sampling technique is Quota Sampling with the amount determined by the researcher. By using Quota sampling, we get a sample of 100 customers. Quantitative analysis method with SEM analysis tools and Smart PLS tools
Co-Authors AGUNG HUDAYA Hapzi Ali