The influence of brand awareness towards customer purchase decision at Harper & Cordon Medan

Florencia, Vivian (2021) The influence of brand awareness towards customer purchase decision at Harper & Cordon Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of brand awareness on purchasing decisions at Harper & Cordon Medan. Brand awareness has a positive effect on purchasing decisions. Thus, the better the brand awareness, the more purchasing decisions. Descriptive and causal studies were used to analyze sample of 96 customers. Respondents are customers of Harper & Cordon Medan taken using probability sampling criteria using incidental sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test, heteroscedasticity test and linearity test. The coefficient of determination shows 55.8% that brand awareness affects purchasing decisions at Harper & Cordon Medan. For this reason, Harper & Cordon can be given to provide a good experience by providing convenience for consumers such as on-site dining facilities with good service, launching new products of interest, making selling prices more competitive and carrying out various promotions to enhance the brand. of Harper and Cordon. From the purchase decision, it is quite good, but it is necessary to improve in terms of product quality which can be done by providing guarantees and competitive prices for other products so that purchasing decisions can increase./ Tujuan dari penelitian ini adalah untuk menguji pengaruh brand awareness terhadap keputusan pembelian pada Harper & Cordon Medan. Kesadaran merek berpengaruh positif terhadap keputusan pembelian. Dengan demikian, semakin baik kesadaran merek, semakin banyak keputusan pembelian. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 96 pelanggan. Responden adalah pelanggan Harper & Cordon Medan yang diambil dengan menggunakan kriteria probabilitas sampling dengan menggunakan insidental sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji heteroskedastisitas dan uji linieritas. Nilai koefisien determinasi menunjukkan 55.8% bahwa brand awareness mempengaruhi keputusan pembelian pada Harper & Cordon Medan. Untuk itu dapat diberikan kepada Harper & Cordon memberikan pengalaman yang baik dengan memberikan kemudahan bagi konsumen seperti fasilitas makan di tempat dengan pelayanan yang baik, meluncurkan produk baru yang diminati, membuat harga jual lebih kompetitif dan melakukan berbagai promosi untuk meningkatkan brand. dari Harper dan Cordon. Dari keputusan pembelian sudah cukup baik, namun perlu peningkatan dari segi kualitas produk yang dapat dilakukan dengan memberikan jaminan dan harga yang bersaing untuk produk lain sehingga dapat membuat keputusan pembelian meningkat.

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