Pengaruh Brand Awarness tTerhadap Keputusan Pembelian Produk Brand Clothing pada Mahasiswa dan Alumni Universitas Ciputra

Abstract

Business development and also the growth of the company more and more more and more. This makes many new and emerging businesses emerge, all of which are clothing products. With the increase in clothing products, new Brands appear. Because of the large number of new Brands emerging, competition is getting tougher. Business growth in the clothing sector is also increasingly fierce because it continues to grow and more. One example is the Custom Brand ID clothing brand is a clothing brand engaged in the field of Custom T-Shirt Printing. Researchers see that clothing products are increasingly replaced by their presence in the field of fields replaced by other brands. The purpose of this study was to determine whether Brand Awareness has a significant effect on purchasing decisions for clothing products. Is it true that the influence of brand awareness has an influence in the decision to buy clothes by students and alumni of the University of Ciputra. Researchers decided to take the location of research at Ciputra University because the scope of the related research and also there are no obstacles in conducting research. This research will use quantitative research by using a population and sample that will share questions with respondents to find out whether there really is an influence between Brand Awareness on purchasing decisions. The results showed that Brand Awareness did not significantly influence the decision to purchase clothing products. With a result of 0.233 which is less than 0.05 in the t test which states that brand awareness and purchasing decisions do not significantly connected each other. This can happened because of the quintile results proven that consumers prioritize product quality. With the results of 40 people 28 people choose the quality of the product. With the results of 40 people 28 people chose product quality. While for the simple regression test results it was worth 51.86 when brand awareness was worth 0 then the coefficient of brand awareness was worth 0.181 which means that brand awareness in this test is small and has no big influence.