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/s9fxpc64Abstract
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
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