PENGARUH ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING

Putri, Arini Wahyunin and Ramdan, Asep M and Muhammad Danial, R. Deni (2022) PENGARUH ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING. COSTING:Journal of Economic, Business and Accounting, 5 (2). pp. 1254-1262. ISSN 2597-5234

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Abstract

The research was aimed at determining the influence of brand awareness in mediating the relationship between brand associations toward buying decision. The research methods applied were associative descriptive and cluster sampling method by spreading out online questionnaires to 385 students who were Oppo users in Sukabumi city. The technique of analyzing data used in the research was Structural Equation Modeling (SEM) with the help of data tabulating software IBM SPSS AMOS 24. The results of the research show that brand association influence significantly toward brand awareness, brand awareness influences positively and significantly toward buying decision, and brand awareness mediates the relationship of brand awareness toward buying decision.

Item Type: Article
Uncontrolled Keywords: Brand Association, Brand Awareness, Buying Decision
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User: Perpus ID UMMI
Date Deposited: 15 Sep 2022 01:40
Last Modified: 15 Sep 2022 01:40
URI: http://eprints.ummi.ac.id/id/eprint/2634

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