Pengaruh Brand Awareness dan Word Of Mouth Terhadap Keputusan Pembelian Produk Royco Pada Konsumen Rumah Tangga di Kota Bekasi
DOI:
https://doi.org/10.31334/s9fxpc64Abstrak
Abstract.
This study aimed to examine the influence of brand awareness and word of mouth on the purchasing decisions of Royco products among household consumers in Bekasi City. A quantitative approach was employed using a survey method by distributing questionnaires to 110 respondents, all of whom were household consumers in Bekasi. The results indicated that, partially, brand awareness has a positive and significant influence on purchasing decisions, with a significance value of 0.010. Word of mouth also had a positive and significant influence on purchasing decisions, with a significance value of 0.000. Simultaneously, both variables significantly influenced purchasing decisions, with an F-statistic value of 27.866 and a significance value of 0.000. The coefficient of determination (R Square) was 0.342, indicating that 34.2% of the variation in purchasing decisions can be explained by brand awareness and word of mouth. It can therefore be concluded that both brand awareness and word of mouth play a significant role in influencing consumer purchasing decisions for Royco products.
Keywords: Brand Awareness, Word Of Mouth, Purchasing Decisions, Consumers, Households
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
