Pengaruh Brand Awareness Dan Service Quality Terhadap Keputusan Pembelian Pada Konsumen Mixue Munjul Majalengka
DOI:
https://doi.org/10.31949/entrepreneur.v4i03.7168Keywords:
Brand Awareness, Service Quality, Purchase DecisionAbstract
The large number of food and beverage businesses in Indonesia indicates that
the level of purchasing decisions in Indonesia is high. The high enthusiasm of the
community makes companies have to compete to attract the attention of consumers so that
consumers make purchases. One of the things a company can do to attract the attention
of consumers is Brand Awareness. If consumer awareness of the brand is low, then it is
certain that the brand equity will also be low. The other factor that also influences the
purchasing decision is Service Quality. Good Service Quality will affect profit and
correlate with the results that will be obtained by a company. This study aims to determine
the effect of Brand Awareness and Service Quality on purchasing decisions for consumers
of Mixue, Munjul Majalengka Branch.
The method used in this research is descriptive and verification method. The
population used is the consumer Mixue Branch Munjul Majalengka with a sample of 100
people with a sampling technique using non-probability sampling with accidental
sampling. Data collection technique is by questionnaire. The analytical tools used in this
study are the classical assumption test, multiple linear regression, coefficient of
determination (R2), Model Feasibility (f test) and Hypothesis Test (t test).
Based on the results of this study, it shows Brand Awareness has a positive and
significant effect on purchasing decisions and Service Quality has a positive and
significant effect on purchasing decisions.
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