JMB : Jurnal Manajemen dan Bisnis
Vol 6, No 2 (2017): JMB : Jurnal Manajemen dan Bisnis

FAKTOR BRAND AWARENESS DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU MEREK NIKE TIRUAN DI HOME INDUSTRY CIKUPA TANGERANG

Ismayudin Yuliyzar (Unknown)

Article Info

Publish Date
03 May 2019

Abstract

This study attempts to analyze the Brand Awareness Factor and PricePerception of Purchasing Decisions for Nike brand shoes at CikupaHome Industry Tangerang. The sample of this study was 75 customerrespondents from 300 customers. The method used is quantitativemethods. Primary data collection was obtained from questionnairecollection. The analysis technique used is multiple linear regressionanalysis using Vesri SPSS 22 software. The results show that the partialvariable of Brand Awareness (X1) is positively and significantly related tothe Purchase Decision (Y). Price Perception (X2) has a positive andsignificant effect on Purchasing Decisions (Y). Simultaneously the BrandAwareness variable (X1) and Price Perception (X2) considers positiveand significant towards the Purchasing Decision (Y).

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Journal Info
JMB : Jurnal Manajemen dan Bisnis
Website

Abbrev

jmb

Publisher

Universitas Muhammadiyah Tangerang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JMB: Jurnal Manajemen dan Bisnis (P-ISSN 2302-3449, E-ISSN 2580-9490) is an academic journal published by the Postgraduate Masters Program in Management of Universitas Muhammadiyah Tangerang. JMB: Jurnal Manajemen dan Bisnis is expected in the future to be developed as a means of disseminating ...