Pengaruh Brand Awareness dan Word of Mouth Terhadap Keputusan Beli Mie Gacoan Cabang Juanda Kota Bekasi

Prayoga, Rifki Ardika (2025) Pengaruh Brand Awareness dan Word of Mouth Terhadap Keputusan Beli Mie Gacoan Cabang Juanda Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

	Text HALAMAN DEPAN.pdf Download (759kB)
	Text BAB I.pdf Restricted to Registered users only Download (535kB) | Request a copy
	Text BAB II.pdf Restricted to Registered users only Download (340kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (610kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (393kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (496kB) | Request a copy

Abstract

Based on data on the number of development of Mie Gacoan outlets, there is an increase in consumer demand for Mie Gacoan. This increase is thought to have an impact on suggestions and brand awareness of Mie Gacoan, which in turn can influence purchasing decisions at Mie Gacoan Juanda branch. This study aims to analyze the influence of Brand awareness and Word of mouth on purchasing decisions for Mie Gacoan Juanda branch in Bekasi City. This study uses a quantitative approach, the number of visitors to Mie Gacoan Juanda Branch in Bekasi City fluctuates every year. The sampling method uses the Lameshow formula and obtained a sample size of 100 respondents. The data analysis technique applied in this study is multiple linear regression. The results of the study show that: (1) Brand awareness has a significant and positive effect on purchasing decisions with a t value of 6.928 more than the t table of 1.984 and a sig value <0.001; (2) Word of mouth has a significant and positive influence on purchasing decisions with a t value of 3.938 which is greater than the t table of 1.984 and a sig value <0.001, and (3) simultaneously, Brand awareness and Word of mouth together have a significant and positive influence on purchasing decisions with an F value of 63.695 which is greater than the F table of 3.09 and a sig value <0.001. Based on the results of the Determination Coefficient test using SPSS version 27, the Adjusted R Square value of 0.559 or 55.9% indicates that these variables contribute 55.9% to purchasing decisions.

Actions (login required)

View Item