Pengaruh brand awareness dan brand image terhadap keputusan pembelian

Abstract

This research aims to find out, analyze and explain the Influence of Brand Awareness and Brand Image On Bullshirt Incorporated Store Purchasing Decisions. Research is conducted by descriptive and verifiable methods, namely knowing, explaining and analyzing, and conducting hypothetical testing, as well as making conclusions and suggestions. The samples in this study were 183 respondents using purposive sampling methods. The data analysis techniques used are likert scale analysis and path analysis techniques using the internal Method of Succesive (MSI) tool, Microsoft Excel 2010 computer programs and SPSS Version 20. The results revealed that the role of Brand Awareness and Brand Image in Bullshirt Incorporated Store is on the agreed criteria. The Purchase Decision on Bullshirt Incorporated Store is on the criteria of agreeing. Proven by the positive influence of Brand Awareness and Brand Image on Bullshirt Incorporated Store Purchase Decision.