<![CDATA[Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh kesadaran merek dan persepsi harga terhadap keputusan pembelian pada konsumen penyedia jasa kursus bahasa Sentra Lingua Depok. Penelitian ini dilakukan mulai Maret 2020 dengan bantuan Google Formulir. Populasi dalam penelitian ini adalah siswa dan orang tua siswa yang sedang atau pernah menempuh pendidikan di Sentra Lingua Depok. Pengambilan sampel menggunakan Random Sampling. Data penelitian diperoleh dari 50 responden melalui kuesioner tentang kesadaran merek dan harga. Metode pengujian instrumen yang digunakan adalah uji validitas dan reliabilitas. Teknik analisis data yang digunakan adalah analisis kuantitatif dengan menggunakan SPSS Statistics 22. Hasil penelitian menunjukkan bahwa kesadaran merek dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian.Kata kunci: Kesadaran merek, persepsi harga, keputusan pembelian The Influence of Brand Awareness and Prices Perception on Purchasing Decisions at the Language Course Institute Lingua Sentra, DepokABSTRACTThis study aims to determine whether there is an influence of brand awareness and price perception on the purchasing decisions of consumers at the language course Institute Lingua Sentra Depok. This research was conducted in March 2020 with the help of the Google Form application. The population in this study is students and their parents who are currently or have studied at Sentra Lingua Depok. Sampling using random sampling. The research data were obtained through questionnaires regarding brand awareness and price to 50 respondents. The instrument testing method used is validity and reliability testing. The data analysis technique used is quantitative using SPSS Statistics 22. The results showed that brand awareness and price perception have a positive and significant influence on purchasing decisions.Keywords: Brand awareness, price perception, purchasing decisions.]]>
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