analysis of brand image, brand awareness on purchasing decisions (survey of consumers mayoutfit bandung) Anita Dewi Rachmawati, Heny Hendrayati, Vanessa Gaffar,
Universitas Pendidikan Indonesia
Jalan Setiabudi no 299 Bandung
Abstract
The study is aim to determine the effect of the brand image and brand awareness to decision of purchase on the consumer Mayoutfit Bandung. The population in this study were all Mayoutfit Bandung Consumers. The sampling technique uses a simple random sampling method with a total sampling of 50 people. The measurement scale uses a scale likert in the analysis of data using multiple regression test with the program application SPSS 16.0. Hypothesis testing using T-test shows that brand image has a positive effect on purchasing decisions of 3,800; a significance value of 0.0000 < 0.05 and a regression coefficient of 0.146 and brand awareness has a positive effect on purchasing decision of 3.862; a significance value of 0,000 < 0.005 and a regression coefficient of 0.606. Hypothesis testing using the f-test shows that the brand image and brand awareness variables influence purchasing decisions by 21% with the remaining 79% influenced by other variables.
