Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Vol. 1 No. 4 (2023): OKTOBER: Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis

Pengaruh Harga Dan Brand Awareness Terhadap Keputusan Pembelian Bittersweet By Najla

Maghda Fauziah Ainurrokhmah (Unknown)
Nur Aini Anisa (Unknown)
Aisyah Darti Megasari (Unknown)

Article Info

Publish Date
21 Aug 2023

Abstract

This study aims to determine the effect of price on purchasing decisions of Bittersweet by Najla, to determine the effect of brand awareness on purchasing decisions of Bittersweet by Najla, and to determine the effect of price and brand awareness on purchasing decisions of Bittersweet by Najla. This research is quantitative. Data collection techniques used questionnaires. The data analysis technique used is instrument test, classical assumption test, multiple linear regression, hypothesis testing, and the coefficient of determination. The results of the study show that price and brand awareness have a partial and simultaneous effect on purchasing decisions.

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Journal Info
Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Website

Abbrev

Manuhara

Publisher

Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Subject

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

Description

Human Resource Management, Financial Management, Marketing Management, Public Sector Management, Operations Management, Supply Chain Management, Corporate Governance, Business Ethics, Management Accounting and Capital Markets and ...