Pengaruh Brand Awareness dan Harga Terhadap Keputusan Pembelian Tiket Bus DAMRI di Bandara Soekarno - Hatta (Studi pada Penumpang Bus DAMRI Tujuan Kota Bekasi di Bandara Soekarno - Hatta)

Authors

  • Via Siti Fatimah Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Syahrul Reza Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Dewi Nurbaiti Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/jambis.v1i5.2330

Keywords:

Brand Awareness, Price, Purchase Decision

Abstract

This study aims to determine the effect of Brand Awareness and Price on the Decision to
Purchase DAMRI Bus tickets at Soekarno - Hatta Airport. This study uses quantitative research
methods with associative types and with primary data as a source of data obtained from the
results of the questionnaire. The population of this study were passengers and airport
employees who took the DAMRI route from Soekarno Hatta Airport to Bekasi in March whose
population is not known with certainty and with a sample of 110 people. The analytical method
used is validity test, reliability test, normality test, analysis of multiple linear regression
correlation coefficients, coefficient of determination test, and hypothesis testing using SPSS.
The results of this study indicate that: (1) Brand Awareness has a positive effect on Purchase
Decisions with a regression value of 0.538 and a significance level of 0.000 (2) Price has a
positive effect on Purchasing Decisions with a regression value of 0.474 and a significance level
of 0.000 (3) Brand Awareness and Price simultaneously has a positive effect on Purchase
Decisions with a calculated F value of 9.056 which is greater than F table of 3.08 and a
significance level of 0.000 less than 0.05 (4) The magnitude of the influence of Brand
Awareness and Price on Purchase Decisions is 62.20% while the rest 37.80% is influenced by
other variables not examined by the author.

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Published

2021-10-31

Issue

Vol. 1 No. 5: Oktober 2021

Section

Articles

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