PENGARUH KESADARAN MEREK, CITRA MEREK DAN MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA PACIFIC NORIS

Abstract

This research aimed to examine the effect of brand awareness, brand image, and purchase intention on buying decision of folding bike Pacific Noris. While the population was owner and user of folding bike Pacific Noris who stayed in Surabaya. The research was quantitative. Moreover, the instrument in data collection technique used survey. Furthermore the data were primary, in which they were taken by distributing questionnaires to respondents. Additionally, the sampling technique used the Lemeshow formula. In line with, there were 97 respondents as the sample. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23.0. The research result concluded that brand awareness had a positive effect on buying decisions of folding bike Pacific Noris. Likewise, brand image had a positive effect on buying decisions of folding bike Pacific Noris. Similarly, purchase intention had a positive effect on buying decisions of folding bike Pacific Noris. Meanwhile according to F-test, it showed that the model used was properly fit. In conclusion, the result had supported all hypothesis which were formulated.
Keywords: brand awareness, brand image, purchase intention, buying decision