Pengaruh Brand Awareness Terhadap Keputusan Pembelian Frozen Food Moms Vera Di Toko Mandiri Frozen Food Desa Bangun Jaya Rokan Hulu

Nurrizky, Mei (2022) Pengaruh Brand Awareness Terhadap Keputusan Pembelian Frozen Food Moms Vera Di Toko Mandiri Frozen Food Desa Bangun Jaya Rokan Hulu. Other thesis, Universitas Islam Riau.

Text 187210408.pdf - Submitted Version Restricted to Repository staff only Download (7MB) | Request a copy

Abstract

This study aims to examine the effect of brand awareness on purchasing decisions for moms vera frozen food at an independent frozen food store in Bangun Jaya Village, Rokan Hulu. Brand awareness is how much consumers know and recognize a brand. Brand awareness indicators are consumer levels based on the brand awareness pyramid, namely, brand recognition, brand recall, top of mind. Purchase decision indicators used include stability in a product, habits in buying products, providing recommendations to others, making repeat purchases. The data collection methods used in this study were interviews, questionnaires, observation, documentation and literature study. The research method used is quantitative associative research. This study used 100 respondents as the research sample and the sampling technique used the incidental sampling method. The data analysis technique is simple linear regression analysis. Based on the results of the t-test analysis, it can be explained that brand awareness has a significant positive effect on purchasing decisions for Frozen Food Moms Vera at the Frozen Food Mandiri Store in Bangun Jaya Rokan Hulu, where the brand awareness variable has a significant value of 19,532 > 4,944. The R² test of 0.796 (79.6%) means that brand awareness has an influence on consumer purchasing decisions for frozen food moms vera at the frozen food independent store, Bangun Jaya Village, Rokan Hulu by 79.6%. While the remaining 20.4% is influenced by other variables such as promotions, prices and services which are not examined in this study. From the conclusions obtained in this study, I as a writer give advice to the Mandiri Frozen Food Store, it is hoped that it will continue to increase its brand awareness through creating a unique name, logo, using social media, participating in events, influencer marketing and websites to make frozen purchasing decisions. Food Moms Vera continues to increase and is known by consumers more widely.

Actions (login required)

View Item