Pengaruh Brand Awareness dan Kualitas Produk terhadap Keputusan Pembelian

Abstract

This research was conducted to examine the contribution of brand awareness and product quality to the purchasing behavior of Viva brand customers at Livi Cosmetics Store in Banjarmasin. This study applied a quantitative paradigm using a correlational (associative) model involving a sample size of 100 participants determined through the Slovin formula calculation. The data collection process was carried out by distributing online questionnaire instruments utilizing the Google Form platform. The successfully collected data were then statistically processed using multiple linear regression analysis techniques, which included analysis prerequisite tests and hypothesis testing both partially (t-test) and simultaneously (F-test). The research findings indicated that the brand awareness variable did not have a significant partial impact on consumers' product selection decisions. Meanwhile, the product quality variable was partially proven to have a significant and positive influence on customers' transactional behavior. However, when tested simultaneously, both factors were proven to contribute significantly to consumer purchasing decisions. The product quality attribute was found to be the dominant element with the strongest influence in stimulating purchasing actions. The results of this study imply that the store management and manufacturers need to prioritize maintaining and improving product quality to retain customer loyalty.