Jurnal Ekuivalensi
Vol. 7 No. 2 (2021): JURNAL EKUIVALENSI

Pengaruh Aribut Produk Dan Brand Awareness Terhadap Keputusan Pembelian

Amin Hou (STIE Mahkota Tricom Unggul)

Article Info

Publish Date
15 Nov 2021

Abstract

The focus of the main objective of this study is to determine the effect of product attributes and brand awareness on consumer purchasing decisions at PT. Indah Sakti Motorindo. This type of research is quantitative research. The population is consumers at PT. Indah Sakti Motorindo, totaling 129 people, of which 72 people were sampled with random sampling technique. The results showed that partially both product attribute variables and brand awareness had a positive and significant effect on purchasing decisions. The most dominant variable in influencing purchasing decisions is the brand awareness variable.

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Journal Info
Jurnal Ekuivalensi
Website

Abbrev

Ekuivalensi

Publisher

Universitas Kahuripan Kediri

Subject

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

Description

The Journal publishes high quality research papers in all fields of finance and in closely related fields of economics. The Journal is interested in both theoretical and applied research with an emphasis on topics in corporate finance, financial markets and institutions, and investments. Research in ...