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All Journal Jurnal Manajemen
Dany Perdana Sitompul
Universitas Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Brand Awareness Terhadap Keputusan Pembelian pada Mehuli Kitchen Kabanjahe Frandika Sitepu; Hendra Hendra; Dany Perdana Sitompul; Vinsensius Matondang
MAMEN: Jurnal Manajemen Vol. 2 No. 2 (2023): April 2023
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v2i2.1784

Abstract

This study was conducted to determine the effect of Brand Awareness on purchasing decisions at Mehuli Kitchen Kabanjahe. The type of research used in this study is quantitative, which is used to examine certain populations and samples. The study was conducted with a sample of 100 respondents, sampling using the slovin formula and data collection using research instruments. Data processing techniques using SPPS version 25. Data analysis techniques used are classical assumption test, multiple linear regression test and hypothesis test which includes t test, F test, and determination test. Based on the t test it is known that partially variable recall, recognition, and consumption significant effect on purchasing decisions at Mehuli kitchen Kabanjahe. And based on the F test that brand awareness variables include recall, recognition, purchase, and consumption simultaneously significant effect on purchasing decisions at Mehuli kitchen Kabanjahe with a percentage of influence of 66.1% and the remaining 33.9% influenced by other variables outside this study.
Co-Authors Frandika Sitepu Hendra Vinsensius Matondang