Open AccessPengaruh Persepsi Kualitas, Citra Merek, Brand WarenessPadaKeputusan Pembelian Pada CV Pia Manalagi KetapanKota Probolinggo
Author(s) -
Muhammad Syarif Hidayatullah Elmas
Publication year - 2020
Publication title -
relasi
Language(s) - English
Resource type - Journals
eISSN - 2502-9525
pISSN - 0216-2431
DOI - 10.31967/relasi.v16i2.370
Subject(s) - brand image , advertising , perception , purchasing , population , psychology , brand awareness , sample (material) , quality (philosophy) , business , marketing , sociology , demography , philosophy , chemistry , epistemology , chromatography , neuroscience
Based on research to know the effectof perception the quality, brand image, brand awareness trhadap decision the purchase by consumers CV.Pia Manalagi Ketapang ProbolinggoCity.Population research every consumer CV.Pia Manalagi Ketapang ProbolinggoCity.Sample consist of 30 respondents to technique incidental sampling.The method of analysis data using the validity, reliability test, regression analysis linear multiple and analysisthe coefficients determination.Based on the results of the testing of hypotheses done can be concluded that variable perception the quality, image brands and brand awareness based partial having influence a positive and significant on the decision the purchase CV.Pia Manalagi Ketapang ProbolinggoCity.The coefficients analysis determination show 69,7 % decision buy effectby perception the quality, brand image, brand awareness.
Keywords: Perception of quality, brand image, brand awareness, purchasing decision