Pengaruh perilaku konsumen dan kesadaran merek terhadap keputusan pembelian pada Seragam Sekolah Ria Jaya Top Surabaya
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Ulaa, Hanifatul
Subject
HB Economic Theory
Datestamp
2020-02-14 07:53:58
Abstract :
ABSTRACT An influence of consumer behavior and brand awareness on the decision to purchase school uniforms Ria Jaya Top is one of the aims of researchers to conduct research. Among brand awareness or consumer behavior there is a dominant influence on purchasing decisions for school uniforms Ria Jaya Top. In the study there are dependent variables, namely purchasing decisions and then the independent variables, namely consumer behavior and brand awareness. The researchers used the non probabillity sampling method using a purposive sempling strategy. With 95 respondents the researchers used as samples. To process the data the researcher used a hypothesis test but previously tested the validity and reliability. In order to get results that are vailed and reliable. With the t test of each variable produces significance <0.05. Therefore from the two independent variables the result is significant that the dependent variable can be accepted. It is brand awareness that becomes dominant rather than consumer behavior towards the dependent variable in school uniforms Ria Jaya Top. Keywords: Consumer Behavior, Brand Awareness and Purchasing Decisions
ABSTRACT An influence of consumer behavior and brand awareness on the decision to purchase school uniforms Ria Jaya Top is one of the aims of researchers to conduct research. Among brand awareness or consumer behavior there is a dominant influence on purchasing decisions for school uniforms Ria Jaya Top. In the study there are dependent variables, namely purchasing decisions and then the independent variables, namely consumer behavior and brand awareness. The researchers used the non probabillity sampling method using a purposive sempling strategy. With 95 respondents the researchers used as samples. To process the data the researcher used a hypothesis test but previously tested the validity and reliability. In order to get results that are vailed and reliable. With the t test of each variable produces significance <0.05. Therefore from the two independent variables the result is significant that the dependent variable can be accepted. It is brand awareness that becomes dominant rather than consumer behavior towards the dependent variable in school uniforms Ria Jaya Top. Keywords: Consumer Behavior, Brand Awareness and Purchasing Decisions
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