Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to determine and analyze the direct influence of brand image on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of brand awareness on purchasing decisions for H&M brand products at Solo Paragon Mall, to determine and analyze the direct influence of product quality on purchasing decisions for H&M brand products at Solo Paragon Mall and to determine and analyze the simultaneous influence of brand image, brand awareness and product quality on purchasing decisions for H&M brand products at Solo Paragon Mall. This study uses a quantitative method with a sample size of 100 H&M brand consumer respondents. Data were analyzed using multiple linear regression analysis tests. The results of the study indicate that brand image directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, brand awareness directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, product quality directly has a significant effect on purchasing decisions for H&M brand products at Solo Paragon Mall, and brand image, brand awareness and product quality directly and simultaneously have a significant effect on purchasing decisions for products at Solo Paragon Mall.
Authors: Wahyudin Noor, Robby Andika Kusumajaya, Myra Andriana, Haryo Kusumo, Bambang Widjanarko Susilo
Institution: Universitas Sains dan Teknologi Komputer
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412671178