Pengaruh Brand Awareness, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Air Minum dalam Kemasan Merek Aquviva di Wilayah Cirebon

Riska Dwi Cahyani, Ni Wayan Fitriana Ayu Lestari, Feri Fauzi

Abstract


This study aims to analyze the influence of brand awareness, brand image, and product quality on consumer purchase decisions for Aquviva bottled drinking water in the Cirebon area. A quantitative approach with descriptive and verificative design was employed. The sample consisted of 100 respondents selected through purposive sampling, with the criterion of having purchased or consumed Aquviva in Cirebon. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results show that brand awareness and product quality have a positive and significant effect on purchase decisions, while brand image has no significant effect. Simultaneously, the three variables significantly influence purchase decisions, with an Adjusted R Square value of 0.825. These findings indicate that for a new brand, brand awareness and product quality play a more dominant role than brand image. The results are expected to serve as a reference for management in formulating more effective marketing strategies.

Keywords


brand awareness; brand image; product quality; purchase decision; Aquviva

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2975

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