The Pengaruh Brand Awareness dan Brand Loyalty Terhadap Keputusan Pembelian Pada Produk Air Minum Biru (Studi Kasus Pada Masyarakat Di Kecamatan Dayeuhkolot Kabupaten Bandung)

Azhar, Aufa
Handayani, Rini

Jurnal Ilmiah Wahana Pendidikan
Vol 11 No 12.D (2025): Jurnal Ilmiah Wahana Pendidikan

This research was conducted on consumers of Blue Drinking Water products in Dayeuhkolot District, Bandung Regency. The purpose of this study was to determine how much influence brand awareness and brand loyalty have on purchasing decisions both partially and simultaneously. The research methods to be used in this research are descriptive and associative methods. In this study, the unit of analysis is individuals who are consumers of Blue Drinking Water products in Dayeuhkolot District, Bandung Regency. The sample in this study were 156 respondents. Sampling with certain considerations or criteria is a sampling technique used in this study. The analysis method uses multiple linear regression, in addition, the validity and reliability of the research instrument is also carried out. Based on the results of the study, it shows that there is an influence both partially and simultaneously on exogenous variables (brand awareness and brand loyalty) on endogenous variables (purchasing decisions). The effect of brand awareness on purchasing decisions is 13.2%, while the effect of brand loyalty on purchasing decisions is 16.7%. The effect of brand awareness and brand loyalty on purchasing decisions is 29.9%.