Image of PENGARUH CITRA MEREK (BRAND IMAGE) DAN BRAND AWARENESS TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI BERAS BULOG PREMIUM (STUDI KASUS PADA PERUM BULOG KANWIL SUMSEL DAN BABEL)

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PENGARUH CITRA MEREK (BRAND IMAGE) DAN BRAND AWARENESS TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI BERAS BULOG PREMIUM (STUDI KASUS PADA PERUM BULOG KANWIL SUMSEL DAN BABEL)

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This study aims to analyze the influence of Brand Image and Brand Awareness on consumers' purchasing decisions of Bulog Premium rice. This research uses a quantitative approach with an associative method. Primary data were collected through the distribution of questionnaires to 100 respondents who are consumers of Bulog Premium rice. Based on the analysis using the AIDA theory, the results show a strong relationship between Brand Image and Brand Awareness with purchasing decisions, with a correlation coefficient of 0.873. The F-test indicates that Brand Image and Brand Awareness simultaneously have a significant effect on purchasing decisions (p < 0.05). Partial tests also reveal that each independent variable has a positive and significant impact on consumer decisions. These findings indicate that Brand Image and Brand Awareness are important factors to consider in efforts to increase sales of Bulog Premium rice products. An effective communication strategy is key to building and strengthening Brand Image as well as increasing Brand Awareness. For Perum Bulog, this communication strategy may include various initiatives such as advertising campaigns emphasizing the quality and reliability of the rice product, as well as the use of social media to engage directly with consumers.

Availability
Inventory Code Barcode Call Number Location Status
2507006598T186358T1863582025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1863582025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xv, 104 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.230 7
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Prodi Ilmu Komunikasi
Pengaruh Citra Merek--Iklan
Specific Detail Info
-
Statement of Responsibility
Other version/related
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