PENGARUH KESADARAN MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN COFFE SHOP

Abstract

The development of business competition era, at present, and Surabaya’s society life style particulary in coffee
becomes the researcher’s base to conduct this research. Therefore, this research aimed to examine brand
awareness, price promotion on product buying decision of Janji Jiwa Surabaya. The population was customers
who had ever visited Janji Jiwa Surabaya. While, the data collection technique used accidental sampling, in
which the sample was taken accidentally as the researcher met. In line with, there were 100 respondents of
customer at Janji Jiwa Surabaya, as sample. Moreover, the instrument in data collection technique was
questionnaire. Furthermore, the data analysis technique used multiple linier regression with SPSS (Statistic
Prooduct and Service Solution) 25. The research result concluded brand awareness had positive and significant
effect on product buying decision of Janji Jiwa Surabaya. Likewise, promotion had positive and significant effect
on product buying decsion of Janji Jiwa Surabaya. On the other hand, price had positive but insignificant effect
on product buying decision of Janji Jiwa Surabaya.
Keywords: brand awareness, price, promotin, buying decision