The Analysis of Brand Image and Brand Awareness on Purchase Decisions

Survey of Mayoutfit Bandung Consumers

DOI

10.2991/aebmr.k.210831.092How to use a DOI?

Keywords

brand image, brand awareness, purchase decisions

Abstract

The study aims to determine the effect of brand image and brand awareness on purchase decisions on Mayoutfit Bandung’s consumers. The population in this study were all Mayoutfit Bandung Consumers. The sampling technique uses a simple random sampling method with a total sampling of 50 people. The measurement scale uses a Likert scale with multiple regression tests using the program application SPSS 16.0 for data analysis. Hypothesis testing using T-test shows that brand image positively affects purchasing decisions of 3,800; a significance value of 0.0000 < 0.05, and a regression coefficient of 0.146. Meanwhile, brand awareness has a positive effect on purchasing decisions of 3.862, a significance value of 0,000 < 0.005, and a regression coefficient of 0.606. Hypothesis testing using the f-test shows that the brand image and brand awareness variables influence purchasing decisions by 21%, with the remaining 79% influenced by other variables.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anita Dewi Rachmawati
AU  - Heny Hendrayati
AU  - Vanessa Gaffar
PY  - 2021
DA  - 2021/09/02
TI  - The Analysis of Brand Image and Brand Awareness on Purchase Decisions
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 463
EP  - 465
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.092
DO  - 10.2991/aebmr.k.210831.092
ID  - Rachmawati2021
ER  -