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Syafitri, Syafitri
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Journal : Jurnal Penkomi : Kajian Pendidikan dan Ekonomi

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PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DI MIXUE KOTA BIMA syafitri, syafitri; Ernawati, Sri; Haryati, Intisari
Jurnal PenKoMi : Kajian Pendidikan dan Ekonomi Vol 7 No 2 (2024): Jurnal Penkomi : Kajian Pendidikan dan Ekonomi
Publisher : Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33627/pk.v7i2.2067

Abstract

Mixue It self is an ice cream and boba drink shop originating from China. This research aims to determine the significant influence of brand image and brand awareness on purchasing decisions at Mixue, Bima City. This type of research is associative using quantitative data. The population and sample in this study were 51 respondents using a purposive sampling technique. Data collection techniques include observation, literature study, and questionnaires. Data analysis techniques use validity tests, reliability tests, multiple linear regression tests, classical assumption tests, correlation coefficient tests, determination tests, t tests and f tests with the help of SPSS version 29 for Windows. The research results show that there is a significant influence of brand image and brand awareness on purchasing decisions at Mixue Bima City
Co-Authors Abdullah Abdullah Ade Tuti Turistiati Afrianti, Nur Lailah Amrullah, Dimas Reza Anisa, Muni Ardian Putra Arneti Arneti Asteriani, Feby Astrid Novita, Astrid Bintang, Khairil Insan Cica Maria Daviq Chairilsyah Desmonda F, Maria Devi Nurul Yuspriyati, Devi Nurul Dinata, Apriyan Feni Lisa Hanifah Putri Lestari Haryati, Intisari Heni Pujiastuti Herista, Febrimen Hotmauli, Arnita Hutasoit, Indra Abraham Iwan Stia Budi Jozua Sabandar Jufrizal Jufrizal Kamil, Anton Abdulbasa Kelara, Anggun Khaled, Amgad S. D. Kurjono, Kurjono Kusumastuti, Istiana Lisastri Syahrias Nabella, Luthfiana Najmah, Najmah Nuri Aslami Oktavianna, Rakhmawati Priana, Surya Eka Ramanda, Dea Fadhilah Ratna Dewi Silalahi Reza Saputra Safirah, Salwa Siti Halimatul Munawarah Sri Ernawati Sri Nuraeni Sulyanti, Eri Surbakti, Anton Diary Steward Swandi, Fradilla Syafitri Wardhani, Adelia Kesuma