Innovative Business Management Journal
Vol. 1 No. 1 (2024): Oktober

The Influence Of Brand Awareness And Brand Image On Emina Product Purchase Decisions(Survey on Students in Tasikmalaya City): Yopilia Putri Pandan Wangi; H. Ari Arisman; Gian Riksa Wibawa

Wangi, Yopilia Putri Pandan (Unknown)
Arisman, H Ari (Unknown)
Wibawa, Gian Riksa (Unknown)

Article Info

Publish Date
17 Oct 2024

Abstract

This research aims to determine the influence of Brand Awareness and Brand Image on Emina Product Purchasing Decisions. The method used is quantitative with a research sample of 100 respondents. The data used are primary and secondary data. The analytical tool used in this research is multiple linear regression analysis using SPSS version 25. Based on the results of this research, it shows that Brand Awareness and Brand Image simultaneously have a positive and significant effect on Purchasing Decisions. Brand Awareness partially has a significant effect on Purchasing Decisions. Brand Image partially has a significant effect on Purchasing Decisions.

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Journal Info
Innovative Business Management Journal
Website

Abbrev

IBM

Publisher

Utami Publisher

Subject

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

Description

Strategic Innovation: Exploring novel business models, disruptive innovations, and technological advancements that drive business success. Entrepreneurship: Research on startup ecosystems, entrepreneurial management, and venture capital. Leadership and Organizational Behavior: Studies on leadership ...