Peran Brand Awareness Dan Harga Dalam Pengambilan Keputusan Konsumen Terhadap Produk Mie Kering Di Sidoarjo
DOI:
https://doi.org/10.61722/jiem.v3i7.5812Keywords:
Brand Awareness, Price, Purchasing Decision, Consumers, Dry NoodlesAbstract
The purpose of this study was to analyze the influence of brand awareness and price on consumer purchasing decisions for dry noodle products in the Taman area, Sidoarjo. The background of this study is based on the increasing interest of consumers in dry noodle products as an alternative to healthy food, as well as the importance of brand awareness and price perception in shaping purchasing behavior. This study uses an associative quantitative approach with a purposive sampling technique, involving 100 respondents who have purchased dry noodles at least twice in the last three months. Data were collected using a questionnaire with a 5-point Likert scale and analyzed using multiple linear regression using SPSS software version 25. The results showed that brand awareness and price had a positive and significant effect on purchasing decisions, both partially and simultaneously.
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