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Pengaruh Kesadaran Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Pada Peacock Coffee Di Jalan Gajah Mada Semarang)

*Besta Aditya A  -  , Indonesia
Ari Pradhanawati  -  , Indonesia

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Abstract
Purchasing decision stage decision process where the consumer actually purchases the
product. Generated by the purchasing decisions of consumers would be more difficult, especially in a
competitive market because there are many options that make the consumer is free to make his choice.
Allegations of factors that influence the purchase decision is brand awareness and quality of service.
This study was conducted to determine the effect of brand awareness and quality of service on
purchasing decisions in Peacock Coffee Gajah Mada Semarang. In this study using the technique of
sampling non probability sampling with accidental sampling that can be taken 155 consumer
respondents Peacock Coffee Gajah Mada Semarang. The data analysis used is regression. The results
showed that the results of the t 19.591> t table 1.975 then kesdaran brand (X1) has a positive and
significant impact on purchasing decisions (Y), the results of the t 21.302> t table 1.975, the quality
of service (X2) has a positive and significant impact on the purchasing decisions (Y). The results
showed that there was a positive and significant influence between brand awareness and service
quality together to purchasing decision.
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Keywords: brand awareness, service quality, purchasing decisions

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