Wijaya, Bima Ilham Adriawan (2023) Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Produk Sabun Pembersih Wajah Biore di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify how brand image and brand awareness influence purchasing decisions for Biore facial cleansing soap products in Surabaya City. This research method is quantitative in nature by taking a sample of 50 respondents and distributing questionnaires in Surabaya City with the help of Google Forms. The sample collection technique used non-probability sampling with purposive sampling method. The sample consisted of respondents who live around Surabaya City, aged 17 years and over, and a buyer of Biore facial cleansing soap products. The analysis technique used in this study uses Partial Least Square (PLS) with validity tests, reliability tests, and hypothesis testing. Based on data processing from this study, it can be concluded that the decision to purchase Biore facial cleansing soap products is positively and significantly influenced by brand image and brand awareness variables
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Unnamed user with email 17012010265@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 28 Aug 2023 07:14 | ||||||||
| Last Modified: | 28 Aug 2023 07:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16978 |
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