PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK AQUA PADA WARGA PERUMAHAN BUKIT INDAH PERMAI SAMARINDA

Abstract

Nur Litasari Hasibuan, The Impact of Brand Awareness and Brand Image on the Purchase of Aqua Bottled Water by Residents of Bukit Indah Permai Housing in Samarinda. Mr. Heriyanto served as supervisor I, and Mr. Daury Rahardian Sriandanda served as supervisor II.

            This study seeks to determine and analyze the impact of brand awareness and brand image on the purchasing decisions of bottled drinking water packaged under the Aqua brand. This study includes three variables: brand awareness, brand image, and purchasing decision.

            This study was conducted on residents of Bukit Indah Permai Housing Samarinda who consume Aqua bottled water. All of the family heads residing at Bukit Indah Permai Housing Samarinda comprised the study population. Using the Probability Sampling technique with Simple Random Sampling, the research sample consisted of 134 individuals. Collecting data using a questionnaire distributed to respondents.

            In this study, instruments are evaluated using validity and reliability tests. Multiple linear regression analysis using SPSS 24 program tools constituted the data analysis method. First, brand awareness variables have a positive significant effect on purchasing decisions for Aqua bottled water for residents of Bukit Indah Permai Housing Samarinda. Second, brand image variables have a positive significant effect on purchasing decisions for Aqua bottled water for residents of Bukit Indah Permai Housing Samarinda. Third, brand awareness and brand image variables, both have a positive significant effect on purchasing decisions for Aqua bottled water for residents of Bukit Indah Permai Housing Samarinda.