PENGARUH BRAND AWARENESS DAN BRAND POSITIONING TERHADAP PEMBELIAN PRODUK CHOCOLATOS PT GARUDAFOOD JAKARTA
نویسندگان
چکیده
Penulis menggunakan metode penelitian kuantitatif dan cara yang digunakan untuk memperoleh data diperlukan dalam ini adalah dengan observasi, penyebaran kuisioner, dokumentasi jumlah sampel sebanyak 93 responden dari populasi 121 orang konsumen PT Garudafood Jakarta. Dalam diolah SPSS versi 26 melakukan uji validitas, reliabilitas, persamaan regresi linier berganda, koefisien determinasi. Ringkasan hasil pengaruh brand awareness positioning terhadap pembelian produk memiliki kuat ditunjukan nilai korelasi sebesar 0,784, kontribusi diberika yaitu 63% sisanya 37% dipengaruhi oleh faktor lain tidak penulis teliti. Hasil berganda menunjukan bahwa Y = 0,793X1 + 0,265X2 berarti Brand (0,793) (0,265). Diperoleh F pada signifikansi 0 < 0,05, maka Awareness (X1) Positioning (X2) mempunyai Pembelian Produk (Y).
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ژورنال
عنوان ژورنال: Jurnal Dimensi
سال: 2022
ISSN: ['2085-9996', '2599-0004']
DOI: https://doi.org/10.33373/dms.v11i2.3976