PENGARUH KESADARAN MEREK, ASOSIASI MEREK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN AQUA

Abstract

This research is meant to find out the influence the variables i.e. brand awareness, brand association
and brand image both simultaneous and partial to the purchasing decision of aqua bottled water inthe
district of Taman Sidoarjo. The population of this research is all customers who have ever purchased
aqua bottled water inthe district of Taman Sidoarjo. The data which is analyzed in this research has
been obtained from questionnaires and interview. The sample collection technique has been done by
using Non-Probability Sampling. The samples are 60 samples which have been taken based on 5 times
of the amount of the research indicators. The analysis technique has been done by using instrument
test i.e. validity test, reliability test, and classic assumption test. The hypothesis test is done by using
F test and t test. The multiple linear regressions test is used to analyze the data. The result of F test
shows that the model of multiple linear regressions which measures the influence of brand awareness,
brand association and brand image to the customer decision simultaneously is feasible to be used. The
result of t test shows that partially the variable of brand awareness, brand association and brand image
has significant influence to the purchasing decision of aqua bottled water.

Keywords: Brand Awareness, Brand Association and Brand Image, Purchasing Decision.