Pengaruh Brand Awareness dan Brand Loyalty terhadap Purchase Intention Pelanggan GS Supermarket Cabang Jatiasih

Yohan, Kevin (2023) Pengaruh Brand Awareness dan Brand Loyalty terhadap Purchase Intention Pelanggan GS Supermarket Cabang Jatiasih. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study was to analyze and test empirically the effect of Brand Awareness and Brand Loyalty on Purchase Intention of GS Supermarket Jatiasih branch customers. This study uses primary data collected by questionnaire. Sampling used as many as 100 respondents. The research data was processed using the SPSS statistical program. The results showed that Brand Awareness and Brand Loyalty had a positive and significant influence on Customer Purchase Intention of GS Supermarket Jatiasih branch. Based on the results of the t test, it shows that the Brand Awareness variable has t count (3.406) > t table (1.984) with a significance value of 0.01 <0.05. Meanwhile, based on the results of the t test, it shows that the Brand Loyalty variable has t count (3.241) > t table (1.984) with a significant level of 0.02 <0.05. This shows that Brand Awareness and Brand Loyalty have a positive and significant effect on Customer Purchase Intention at GS Supermarket. And also based on the results the coefficient of determination is 0.368 where R2 < 1 which means that 36.8% means that the variables Brand Awareness and Brand Loyalty can explain Purchase Intention of 36.8%.

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