Majalah Ilmiah Bijak
Vol. 21 No. 1: Maret 2024

Consumer Preferences: Exploring Brand Awareness, Product Variation, and Purchase Intentions in Purchase Decisions

Navanti, Dovina (Unknown)
Giningroem, Dewi Sri Woelandari Pantjolo (Unknown)
Indra, Christophorus (Unknown)
Setyawati, Novita Wahyu (Unknown)

Article Info

Publish Date
28 May 2024

Abstract

This research aims to explore the impact of brand awareness and product variety on purchasing decisions for Lemonilo noodles in Bekasi through purchase intention. The method we use is a quantitative method, where we use a purposive sampling technique to select 128 respondents who are consumers of Lemonilo noodles in Bekasi City. The results show that the second factor, brand awareness and product variety, influences purchase intention, but only product variety has a significant impact on purchasing decisions. In addition, purchase interest acts as a reflection between brand awareness and product variety and purchasing decisions

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Journal Info
Majalah Ilmiah Bijak
Website

Abbrev

bijak

Publisher

Institut Ilmu Sosial dan Manajemen STIAMI

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

The Bijak Journal is a scientific journal of Administrative Science Business, published by the Business Administration Studies Program Faculty of Administrative Sciences Institute of Social and Management Studies STIAMI. The Journal of Business Administration is published 2 (two) times a year, every ...