Pengaruh Persepsi Harga, Brand Awareness, dan Brand Image Terhadap Keputusan Pembelian pada Air Mineral Aqua Di Kelurahan Tompokersan, Kecamatan Lumajang

Abstract

The research aims is to analyzw the influence between price perception, brand awareness, and brand image with the consumer’s decision to buy AQUA brand mineral water in Kelurahan Tompokersan, Kabupaten Lumajang. The research population consists of peoples in Kelurahan Tompokersan, Kabupaten Lumajang who consume AQUA brand mineral water and the sample was 99 respondents using purposive sampling technique. Data collection are observation and questionnaires. Method of analysis is multiple linear regression. The result showed that (1) price perception has partial influence on consumer’s decision to buy AQUA brand mineral water in Kelurahan Tompokersan, Kabupaten Lumajang, (2) brand awareness has partial influence on consumer’s decision to buy AQUA brand mineral water in Kelurahan Tompokersan, Kabupaten Lumajang,(3) brand awareness has partial influence on consumer’s decision to buy AQUA brand mineral water in Kelurahan Tompokersan, Kabupaten Lumajang, (4) price perception, brand awareness, and brand image simultaneously influence on consumer’s decision to buy AQUA brand mineral water in Kelurahan Tompokersan, Kabupaten Lumajang.