Jurnal Ekonomi
Vol. 20 No. 3 (2015): November 2015

Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Planet Popcorn Pada Mahasiswa Fakultas Ekonomi Universitas Tarumanagara Jakarta

Sanny Ekawati (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara)
Yoga Aryadirda (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara)

Article Info

Publish Date
30 Nov 2015

Abstract

This study was conducted to investigate the effect of brand image, brand awareness, and product quality on the consumer's purchase decision. The population of this research were students of Tarumanagara University in Jakarta. The sampling frame was limited to those of the Economic Faculty. The non-probabilistic convenience sampling method was used in this research. The method of data collection was conducted by distributing questionnaires to 100 respondents. The technique of data analysis used was the multiple regression analysis. The findings of this research showed that purchase decision is positively and significantly affected by brand image, brand awareness, and product quality.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

EJE

Publisher

Universitas Tarumanagara

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p-ISSN 0854-9842 : e-ISSN 2580-4901] is a peer-reviewed journal published three times a year (March, July, and November) by Faculty of Economics, Universitas Tarumanagara. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of research on ...