The Influence of Price, Perceived Quality and Brand Awareness on Decisions to Purchase Indomie Instant Noodles (Case Study on Faculty of Economics Students Untag Banyuwangi)
DOI:
https://doi.org/10.37010/jdc.v5i1.1446Keywords:
price, perceived quality, brand awareness, purchasing decisionsAbstract
This research was conducted with the aim of knowing and analyzing the partial influence of price on Indomie instant noodle decisions among students at the Untag Banyuwangi Faculty of Economics, to find out and analyzing the partial influence of perceived quality on Indomie instant noodle decisions among Banyuwangi Untag Economics Faculty students, to find out and analyze the influence Partial brand awareness on Indomie instant noodle decisions among Untag Banyuwangi Faculty of Economics students, to determine and analyze the influence of price, perceived quality and brand awareness simultaneously on Indomie instant noodle decisions among Banyuwangi Untag Economics Faculty students. The population in this study was 760 people. The number of samples used in this research was determined using the Slovin formula, the number of samples was 262 people. Primary and secondary data collection techniques in this research used observation, interviews, questionnaires and documentation techniques. In this research operational variables include price (X1), perceived quality (X2), brand awareness (X3), and purchasing decision (Y). In this study, multiple regression methods were used with data analysis tools using SPSS version 25 to carry out validity and reliability analysis tests, classic assumption tests (normality test, multicollinearity test, heteroscedasticity test) and researchers also calculated hypothesis tests (F test, partial test), multiple linear regression analysis, and R-Square analysis). The results of this research are the role of economical prices, good perceived quality and brand awareness that is easily recognized by students at the Faculty of Economics, University of 17 August 1945 Banyuwangi in increasing purchasing decisions for Indomie instant noodle products.
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