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p-Index From 2021 - 2026
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All Journal International Journal Management and Economic (IJME)
Fery Afrizal
Unknown Affiliation
Economics, Econometrics & Finance

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THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISIONS FOR FRESTEA PRODUCTS IN BATAM CITY Fery Afrizal; Nora Pitri Nainggolan
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.2723

Abstract

This study aims to analyze the effect of brand awareness, brand image, and product quality on purchasing decisions of Frestea products in Batam City. This research uses a quantitative approach with a survey method. The data were collected by distributing questionnaires to 119 respondents who are consumers of Frestea in Batam City. The data analysis techniques used in this study include descriptive statistical analysis and multiple linear regression analysis using SPSS software. The results of the study show that brand awareness, brand image, and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that strengthening brand strategies and improving product quality are important factors in increasing consumer purchasing decisions.
Co-Authors Nora Pitri Nainggolan