Darmaji, Darmaji (2024) Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Susu Bear Brand (studi Kasus Masyarakat Kecamatan Bukit Raya Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of brand awareness and perceived quality on purchasing decisions for bear brand milk in Bukit Raya district, Pekanbaru city. As for the deep sampling technique This research uses a Purposive Sampling technique with a sample size of 100 respondents from the Bukit Raya observation area of Pekanbaru city. The types and sources of data are primary and secondary data, while data collection techniques use observation, questionnaire. Data analysis techniques used in this research namely multiple linear regression test with the help of SPSS software version 24. Results from This research shows that the influence of brand awareness and perceived quality simultaneously influence the decision to purchase Bear Brand milk in Bukit Raya district, Pekanbaru city. Partially, the variable that has the highest influence on the decision to purchase bear brand milk in Bukit Raya sub-district, Pekanbaru city, namely the brand awareness variable, has a significance value of 0.048 < 0.05 and

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