Pengaruh Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus di Restoran Casa de Peri Jakarta Selatan)

Hendaris Adriyanto, Agung Gita Subakti

Abstract


Abstract

This study aims to know the relationship and impact of brand awareness on purchasing decisions in  a restaurant in Jakarta, Indonesia. The name of this restaurant is Casa de Peri in city mall of Kasablanka and it has a unique proposition of Portuguese Influence. The method that has been used is descriptive analysis and simple regression analysis. The result from this research is that there is an impact of Brand Awareness on Consumer Decision at 28.4% and has a correlation of 0,533, which indicate the relationship between the two variables is strong. The conclusion is that consumer decisions increase if brand awareness rises

Abstrak

Penelitian ini bertujuan untuk mengetahui hubungan dan dampak brand awareness terhadap keputusan pembelian pada restoran di Jakarta, Indonesia. Nama restoran dari studi ini adalah Casa de Peri di mall kota Kasablanka dan memiliki penawaran unik dari pengaruh Portugis. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis regresi linear sederhana. Hasil penelitian ini diketahui bahwa terdapat pengaruh antara brand awareness dengan keputusan pembelian sebesar 28.4% dengan nilai korelasi sebesar 0,533 yang mengindikasikan terdapat hubungan yang kuat antara variabel-variabel tersebut. Kesimpulan dari penelitian ini adalah bahwa keputusan pembelian akan ikut meningkat apabila brand awareness juga ditingkatkan.



Keywords


Brand Awareness, Buying Decision, restaurant

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References


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DOI: https://doi.org/10.17509/jithor.v6i1.55476

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