PENGARUH KESADARAN MEREK DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DISTRO DI JAKARTA

PRABOWO, ALIF ICKSAN (2019) PENGARUH KESADARAN MEREK DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DISTRO DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ALIF ICKSAN PRABOWO, The Effect of Brand Awareness and Store Atmosphere on Purchasing Decisions of Distro Products in Jakarta. The study was conducted at the Faculty of Economics, Jakarta State University for five months starting from February to June 2018. The purpose of this study was to determine the effect of brand awareness and store atmosphere on purchasing decisions for distro products in Jakarta. The research method used was a survey method with a correlational approach, the population was taken from the visitors of the Distro Premium Nation Com - PNTN, Betawi Punye Distro and Laras Distro in the city of Jakarta. The total sample of 141 respondents was taken using purposive sampling technique. The resulting regression equations are Ŷ = 24.023 + 0.948 X1 and Ŷ = 23.109 + 0.880 X2. Test requirements analysis using the test for normality and linearity. Test for normality with the Kolmogorov- Smirnov test with a significance level (α) = 5% or 0.05 and produce a significance level of 0.051. Because the significance level is> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Y regression linearity test over X1 produces a significance value of 0,000 <0.005 and Y regression linear test over X2 produces a significance value of 0.000 <0.005, so it can be concluded that the regression equation is linear. From the t test produced Y over X1 tcount = 6.352 and ttable = 1.65605, Y over X2 tcount = 6.562 and ttable = 1.65605. It can be concluded that the correlation coefficient is positive and significant. The coefficient of determination of Y over X1 was obtained at 0.226, indicating that 22.6% of the purchase decision variable was determined by brand awareness. and Y for X2 obtained by 0.238 which shows that 23.8% of the purchase decision variable is determined by the store atmosphere. Keywords: Purchasing Decisions, Brand Awareness, Store Atmosphere.

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