Pengaruh Harga dan Brand Awareness terhadap Keputusan Pembelian pada Produk Erigo di Platform E-Commerce Shopee (Studi Kasus pada Generasi Z di Kota Bekasi)

Rabbani, Jundi (2025) Pengaruh Harga dan Brand Awareness terhadap Keputusan Pembelian pada Produk Erigo di Platform E-Commerce Shopee (Studi Kasus pada Generasi Z di Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the influence of price and brand awareness on purchasing decision for Erigo products on the Shopee e-commerce platform, spesifically among Generation Z in Bekasi City. The backround of this study is based on the increasing competition in the local fashion business, which is influenced by price factor and brand strength in attracting consumers. The method used was quantitative, with questionnarires distributed to respondents who were Generation Z consumers. Data analysis was conducted using SPSS version 27. The results showed that price and brand awareness variables have a significant positive influence on purchasing decision. This means that the better the consumer’s preception of price and the higher the level of brand awareness, the more likely the consumer is to purchase Erigo products. The results of the Coefficient of Determination test showed an R Square value of 0,429 or 42,9%, indicating that the two independent variables explain 42,9% of the purchasing decision variable. Meanwhile, the remaining 57,1% is explained by other variables outside this study.

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