Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Pada Kopi Kenangan Cabang Kota Palembang - Melinia, Fitri; Mavilinda, Hera Febria; Rosa, Aslamia (Universitas PGRI Palembang, 2024)
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dan perceived quality terhadap keputusan pembelian pada kopi kenangan cabang Kota Palembang. Penelitian ini menggunakan sampel 100 responden yang memiliki kriteria berumur lebih dari 17 tahun dan pernah membeli kopi kenangan 6 bulan terakhir. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi Berganda. Berdasarkan hasil analisis disimpulkan bahwa brand awareness dan perceived quality berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Awareness, Perceived Quality, Keputusan Pembelian. ABSTRACT This research aims to determine the influence of brand awareness and perceived quality on purchasing decisions for the Palembang City branch of Memories Coffee. This research used a sample of 100 respondents whose criteria were more than 17 years old and had bought memorable coffee in the last 6 months. The data collection method used in this research was obtained through a questionnaire. The data analysis technique used is multiple regression analysis. Based on the results of the analysis, it is concluded that brand awareness and perceived quality have a positive and significant effect on purchasing decisions. Keywords : Brand Awareness, Perceived Quality, Purchasing Decisions.