Skripsi

PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN KONSUMEN DALAM MELAKUKAN PEMBELIAN DI SHOPEE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang)

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Penilaian

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This study aims to determine the effect of Brand Awareness on consumer decisions partially and simultaneously as well as knowing which Brand Awareness factors are dominant influencing consumer decisions in making purchases at Shopee. The number of samples in this study amounted to 100 respondents. The sampling technique uses purposive sampling method. Data analysis techniques used multiple linear regression analysis. The analysis shows that partially / individually the top of mind variable and brand recall variable have insignificant influence, while the brand recognition variable has a significant influence on purchasing decisions in Shopee and simultaneously together the top of mind, brand recall variables, and brand recognition has a significant effect on purchasing decisions at Shopee. The brand recognition variable has a dominant influence on purchasing decisions at Shopee in the Economics faculty of Sriwijaya University, Palembang Campus.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2007001744	T32728	T327282020	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T327282020

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2020

Collation

xii, 81 hlm.; tab.; 28 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.820 7

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Promosi Penjualan
Ekonomi Manajemen.

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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