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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Majalah Ilmiah Bijak EVOLUSI : Jurnal Sains dan Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Teknologi Informasi dan Komunikasi Journal of Innovation in Community Empowerment (JICE) Dinamika JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Journal of Management and Informatics Jurnal Bisnis Kreatif dan Inovatif Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Myra Andriana
Universitas Sains Dan Teknologi Komputer
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

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Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk: (Studi Pada Merek H&M Di Solo Solo Paragon Mall) Wahyudin Noor; Robby Andika Kusumajaya; Myra Andriana; Haryo Kusumo; Bambang Widjanarko Susilo
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 2 (2025): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i2.5684

Abstract

This study aims to determine and analyze the direct influence of brand image on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of brand awareness on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of product quality on purchasing decisions for H&M brand products at Solo Paragon Mall and to determine and analyze the simultaneous influence of brand image, brand awareness and product quality on purchasing decisions for H&M brand products at Solo Paragon Mall. This study uses a quantitative method with a sample size of 100 H&M brand consumer respondents. Data were analyzed using multiple linear regression analysis tests. The results of the study indicate that brand image directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, brand awareness directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, product quality directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, and brand image, brand awareness and product quality directly and simultaneously have a significant effect on purchasing decisions for products at Solo Paragon Mall.
Co-Authors Agustinus Budi Santoso Dewi Widyaningsih Dhea Ayu Cahyaningsih Echan Adam Edwin Zusrony Erlinda Sholihah Fia Rafiana Haryo Kusumo Heni Susilowati Iwan Koerniawan Kusumajaya, Robby Andika Priyadi Priyadi Rimba Lestari Roymon Panjaitan Sindhu Rakasiwi Siti Rahmi, Siti Siti Silatur Rahmi Suprapti Tantiek Sumarlin Tantiek Sumarlin Tantiek Sumarlin Tantik Sumarlin . Titin Hargyatni Wahyudin Noor Wimber Jerry Panjaitan Wimber Jerry Panjaitan Yuli Fitrianto