Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif
Vol. 2 No. 2 (2023): Jurnal Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif

Pengaruh Brand Awareness Terhadap Purchase Decision Pada Marketplace Tokopedia

Permata, Mindi (Unknown)
Kurniawan, Bayu (Unknown)
Setyorini, Noni (Unknown)

Article Info

Publish Date
12 Jul 2023

Abstract

This study aims to determine the effect of Brand Awareness on purchase decision in the Tokopedia Marketplace. The population of researchers is all employees of PT Pan Pacific Jakarta Semarang Branch with a total of 2060 employees, the sample that has been determined in this study is 335 employees using probability sampling techniques with simple random sampling methods using the slovinh formula. Data analysis in this study used the SPSS AMOS 24 program. Hypothesis testing with the SEM AMOS approach. The results of the analysis and discussion show that partially the Brand Awareness variable has a positive effect on Purchase Decision in the Tokopedia Marketplace for Employees of PT.Pan Pacific Jakarta Semarang Branch

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Journal Info
Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif
Website

Abbrev

jibeka

Publisher

Universitas PGRI Semarang

Subject

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

Description

Aim and Scope of this journal publication is to disseminate the conceptual thoughts or ideas and research results that have been achieved in the area of business, economics, and education JIBEKA: Jurnal Manajemen Bisnis dan Ekonomi Kreatif, particularly focuses on the main problems in the business, ...