Pengaruh Kesadaran Merek, Citra Merek Dan Harga Terhadap Keputusan Pembelian Sepatu Men’s Republic, Cipondoh, Kota Tangerang

(Periode Maret- Mei 2018)

Abstract

Purchase decision is a very important thing for a consumer, because the purchase of a good must be good in quality, necessity, and the age of the goods, therefore before deciding to buy an item, a consumer must think carefully. This study aims to examine in depth the increasing brand awareness of a variety will be able to improve purchasing decisions in Shoes Men’s Republic, Tangerang City. This type of research is descriptive. The population in this research is Men’s Republic Greenlake City, Rukan Fresh Market Block B No.10, Cipondoh, Tangerang City in March - May 2018 period. Samples obtained by 100 respondents. The test was done by multiple linear regression test, and the analytical tool used was IBM SPSS software version 20.0. The test results show that there are simultaneous influence (together) Brand Awareness, Brand Image and Price to Purchase Decision. While partially only Price that does not significantly influence the Purchase Decision.