The Influence of Brand Image and Brand Awareness on Purchasing Decisions of Mixue Ice Cream & Tea Products in Bandung City on ShopeeFood
DOI:
https://doi.org/10.38142/ijesss.v6i4.1457Keywords:
Brand Image, Brand Awareness, Purchase DecisionsAbstract
This research was conducted on consumers of Mixue Ice Cream & Tea in Bandung City who made purchases through ShopeeFood. The purpose of this study was to determine how much influence Brand Image and Brand Awareness have on Purchasing Decisions, both partially and simultaneously. The research method used in this study is a descriptive and associative method. The sample in this study was 100 respondents. The analysis method used multiple linear regression analysis. Based on the results of the study, it shows that there is a partial and simultaneous influence on the variables of Brand Image and Brand Awareness on Purchasing Decisions. The influence of Brand Image on Purchasing Decisions is 19%, while the influence of Brand Awareness on Purchasing Decisions is 41.5%. The influence of Brand Image and Brand Awareness on Purchasing Decisions is 60.5%.
Downloads
References
Erislan. (2024). Manajemen Pemasaran Digital (Sulaiman (ed.)). Mitra Ilmu.
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategi) (Q. Media (ed.)). CV Penerbit KIara Media.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management : Building, Measuring, and Managing Brand Equity (Fifth Edit). British Library Cataloguing.
Periyadi, Lamsah, & Farida, Y. (2019). Manajemen Pemasaran (H. A. Susanto (ed.)). Deepublish Publisher.
Rahayu, S., & Affriliana, N. (2021). Perilaku Konsumen (Sadirman (ed.)). CV Penerbit Anugrah Jaya.
Sawlani, K. (2021). Digital Marketing Brand Images (Lutfiah (ed.)). Scopindo Media Pustaka.
Sentosa, S., Umi, A., Novi, A., Handini, W., Reva, Y., Cristina, B., Neneng, S., Wahyu, W., Abdurrohim, Apryani, N., & Acai, S. (2023). E-Commerce (S. Utami & Ratnadewi (eds.)). Eureka Media Aksara.
Sitorus, A., Romli, A., TIngga, P., Wardhana, A., & Ulfah, M. (2022). Brand Marketing : The Art of Branding (Acai Sudirmanan (ed.)). Media Sains Indonesia.
Wardhana, A. (2024). Brand Management in The Digital Era (M. Pradana (ed.)). Eureka Media Aksara.
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen (F. Rezeki (ed.)). PT Kimshafi Alung Cipta.
Zusrony, E. (2023). Perilaku Konsumen di Era Modern (R. Andika (ed.)). Yayasan Prima Agus Teknik.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Moh Aep NURJAMAD, Resti Ayu PEBRIANTI
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-NonCommercial 4.0 International License.
