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All Journal Jurnal Kreatif Tadulako Online Alchemy : Journal of Chemistry JURNAL PETERNAKAN Tekstual Asy-Syir'ah: Jurnal Ilmu Syari'ah dan Hukum BAREKENG: Jurnal Ilmu Matematika dan Terapan Jurnal Kinerja Kependidikan (JKK) Indonesian Journal of Animal Agricultural Science (IJAAS) Conten : Computer and Network Technology Ahmar Metakarya: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Bhinneka Journal of Economics and Social Sciences Innovative: Journal Of Social Science Research Advances: Jurnal Ekonomi & Bisnis Herodotus: Jurnal Pendidikan IPS Sultra Jurnal Pengabdian Masyarakat JHUSE Intelektual Zad Al-Ummah: Jurnal Pengabdian Masyarakat
Hajar Hajar
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Journal : Advances: Jurnal Ekonomi

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Brand, Promotion and Innovation: Their Impact on Motorcycle Purchasing Decisions Waworuntu, Ahmad Yusdarwin; Hajar, Hajar; Otoluwa, Narto Irawan
Advances: Jurnal Ekonomi & Bisnis Vol. 1 No. 3 (2023): May - June
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v1i3.105

Abstract

The objective of this study is to examine the impact of brand awareness, promotional activities, and product innovation on consumer purchasing behavior in the context of motorbikes within Makassar City. The present study employed the survey method to investigate a sample of 80 individuals, selected by the incidental sampling technique. The data was obtained by administering a questionnaire that had undergone rigorous testing to ensure its validity and reliability. The process of data analysis involves the application of multiple regression analysis to assess the validity of a given hypothesis. The findings of the study indicate that there is a strong and statistically significant relationship between brand awareness and consumer purchase behavior. Promotion exerts a favorable and substantial impact on consumer purchasing decisions. Furthermore, it is worth noting that product innovation exerts a favorable and substantial impact on consumer purchasing behavior.
Co-Authors Adam, Sutisno Ahmad Yusdarwin Waworuntu Ahsan, Najwa Luthfiana Zul Al-Fudiah, Nurul Andi Sukma Indah Andri Andri Anggeraeni, Anggeraeni Arofah, Vety Aziz, Alimah Binti Abdul Azzahra, Aulia Dewi Tureni Erni Danggi Erviany, Nunung Farid, Salman FITRIYAH, RIZKA hasnia, Hasnia Hermansa, Hermansa Ilcham, Ilcham Juni Wijayanti Puspita La Malesi La Ode Sumarlin Makkawaru, Andi Montolalu, Freddy Chandra Nacong, N. Natsir Sandiah Nur Asiah Nur Ernita Nurul Huda Otoluwa, Narto Irawan Resnawati Sailuddin, Sartika Saputra, Adha Sasmita, Farra Sri Hapsari Sufrianto, Sufrianto Sumaryoto Sumaryoto, Sumaryoto Syarifah Sahirah Ummu Kalsum Ummul Khair Wijaya, Atta Salma Yusuf Kendek