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

Authors

  • Ismayudin Yuliyzar

DOI:

https://doi.org/10.31000/jmb.v6i2.1558

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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Published

2019-05-03

Issue

Vol. 6 No. 2 (2017): JMB : Jurnal Manajemen dan Bisnis

Section

Articles

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright of the article shall be assigned to Indonesian Journal of Law and Policy Studies, Post Graduate in Law Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.

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