Jurnal Ilmu Manajemen (JIM)
Vol 9, No 1 (2021)

Studi Keputusan Pembelian Makanan Oleh-Oleh Khas Surabaya: Peran Brand Awareness dan Kualitas Produk

Wisesa, Candra Purba (Unknown)

Article Info

Publish Date
31 Mar 2021

Abstract

Travelling is a fun and memorable activity. During tourism activities, tourists not only walk around but also go shopping. Including one of them is to buy souvenirs typical of the tourist areas visited. This study aims to analyze the effect of brand awareness and product quality on purchasing decisions. Respondents in this study were consumers who were at least 20 years old who had made a purchase. The sampling method uses non-probability sampling, and the sampling technique using judgmental sampling. The sample used in this study amounted to 220. The data is collected using a questionnaire and analyzed using multiple linear regression. The result shows that brand awareness influences purchasing decisions. Product quality affects purchasing decisions.

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Journal Info
Jurnal Ilmu Manajemen (JIM)
Website

Abbrev

jim

Publisher

Universitas Negeri Surabaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen (JIM) bertujuan menyebarluaskan hasil penelitian dari pemikiran bidang Manajemen (Sumber Daya Manusia, Keuangan, dan Pemasaran) kepada para akademisi, praktisi, dan mahasiswa. Jurnal Ilmu Manajemen (JIM) mencakup studi ilmu manajemen yang terdiri dari: 1. Manajemen Pemasaran; ...