FAKTOR BRAND AWARENESS DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU MEREK NIKE TIRUAN DI HOME INDUSTRY CIKUPA TANGERANG

Ismayudin Yuliyzar

Abstract


This study attempts to analyze the Brand Awareness Factor and Price
Perception of Purchasing Decisions for Nike brand shoes at Cikupa
Home Industry Tangerang. The sample of this study was 75 customer
respondents from 300 customers. The method used is quantitative
methods. Primary data collection was obtained from questionnaire
collection. The analysis technique used is multiple linear regression
analysis using Vesri SPSS 22 software. The results show that the partial
variable of Brand Awareness (X1) is positively and significantly related to
the Purchase Decision (Y). Price Perception (X2) has a positive and
significant effect on Purchasing Decisions (Y). Simultaneously the Brand
Awareness variable (X1) and Price Perception (X2) considers positive
and significant towards the Purchasing Decision (Y).

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DOI: http://dx.doi.org/10.31000/jmb.v6i2.1558

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DOI (PDF): http://dx.doi.org/10.31000/jmb.v6i2.1558.g998

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