How to cite:

ANITA, Tiurida Lily; ARDIANSYAH, Imam. THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND MEDIA COMMUNICATION ON PURCHASE DECISION IN THE CONTEXT OF URBAN AREA RESTAURANT. Journal of Business And Entrepreneurship, [S.l.], v. 7, n. 2, p. 40-50, nov. 2019. ISSN 2685-6255

DOWNLOAD for fullpaper:

http://ojs.sampoernauniversity.ac.id/index.php/JOBE/article/view/70

 

THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND MEDIA
COMMUNICATION ON PURCHASE DECISION IN THE CONTEXT OF
URBAN AREA RESTAURANT

Tiurida Lily Anita

Hotel Management Department, Binus University

Imam Ardiansyah

Universitas Bunda Mulia

ABSTRACT

This study aims to determine the effect of brand awareness, brand image, and media communication on customer purchasing decisions in restaurants on urban areas. This research is a case study and was conducted at Gubuk Makan Mang Engking Restaurant. The restaurant has three branches, and all are located in urban areas of Depok, Cibubur and Bekasi of Indonesia. This current study is descriptive and the analysis technique used is quantitative using multiple linear regression analysis. The number of samples obtained (based on the Slovin formula) is 100 respondents. The sampling technique uses simple random sampling. The independent variables in this study are brand awareness, brand image, and media communication, while the dependent variable is purchase decision. The test result shows that brand image and media communication have an influence on purchasing decisions. Meanwhile, brand awareness does not affect purchasing decisions.

Keywords: brand image, brand awareness, media communication, decision to buy