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All Journal IJIE (Indonesian Journal of Informatics Education) IJID (International Journal on Informatics for Development) JURNAL ILMIAH M-PROGRESS Education and Human Development Journal International Conference on Industrial Revolution for Polytechnic Education Berkala Penelitian Teknologi Kulit, Sepatu, dan Produk Kulit Indonesian Journal of Learning and Instructional Innovation
Aris Budianto
Faculty of Agriculture, University of Mataram, Mataram 83125, West Nusa Tenggara, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JURNAL ILMIAH M-PROGRESS

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PENGARUH CITRA DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TEH HIJAU DALAM KEMASAN SIAP MINUM “NU GREEN TEA” UB BAROKAH Aris Budianto; Sri Yanthy Yosepha
JURNAL ILMIAH M-PROGRESS Vol 9, No 2 (2019): JURNAL ILMIAH M-PROGRESS
Publisher : JURNAL ILMIAH M-PROGRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (235.746 KB) | DOI: 10.35968/m-pu.v9i2.340

Abstract

The purpose of this study is to know the influence of image, brand awareness on consumer purchasing decisions. This study uses a descriptive research which isa research describes the objects related to the decision taking generally.In this study, a researcher takes 50 respondents as a sample by using accidental sampling which is the consumers who do purchasing decision in Nu Green Tea, should answer the questionnaires.        The finding of this study shows two independent variables which are image and brand awareness. Those have positive and significant influenced toward dependent variable that is Nu Green Tea's purchasing decisions. The result of double regression shows all of independent variable (image and brand awareness) give positive influenced toward Nu Green Tea's purchasing decisions. The biggest positive influenced toward Nu Green Tea's purchasing decision is on the brand awareness variable with coefficient 0,934, then it is followed by image variable with coefficient 0,085. Keywords: Brand Image, Brand Awareness, and Purchasing Decision. 
Co-Authors Alfina Ifadah Budi Tri Cahyono Dewanto Harjunowibowo Dwi Maryono Kaisah Riski Zubaeti Nafiah Nafiah Sri Hartati Yosepha, Sri Yanthy Yuyun Estriyanto