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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Alesandro, Alesandro Taruna Wijaya
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Economics, Econometrics & Finance Education Social Sciences

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PENGARUH REPUTASI MERK, KESADARAN MERK, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN DI HONDA MOTOR (STUDI PADA KONSUMEN ASTRA MOTOR CENTER SEMARANG) Alesandro, Alesandro Taruna Wijaya; Amron
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

This study aims to analyze the influence of Brand Reputation, Brand Awareness, and Advertising on Consumer Purchasing Decisions. The study was conducted using a quantitative approach with structural model analysis (SEM) techniques through the SmartPLS application. The results of the analysis show that the three independent variables have a significant effect on purchasing decisions, with T-statistic values ​​above 1.65 and P-values ​​below 0.05. The R-square value of 0.831 indicates that 83.1% of the variation in purchasing decisions can be explained by the variables in the model. These findings indicate that a marketing strategy that prioritizes good brand reputation, high brand awareness, and targeted advertising propaganda is very important in driving consumer purchasing decisions. This study provides a practical contribution to business actors in designing more effective marketing communication strategies.
Co-Authors Amron