Pengaruh Brand Awareness dan Brand Positioning Terhadap Keputusan Pembelian Produk Skincare Emina

(Studi Kasus Santri PPP Al-Fathimiyyah Jombang)

Abstract

This study aims to determine whether brand awareness and brand positioning have an effect either partially or simultaneously on purchasing decisions for Emina's skincare products in the Pondok Pesantren Putri Al-Fathimiyyah Tambakberas Jombang. The research method used is a survey with a quantitative approach and data obtained from the results of distributing questionnaires or questionnaires. The sampling technique used was random sampling with a sample of 80 multiple people using the IBM SPSS version 26.0. The results showed that: (1) Significantly brand awareness of Emina Skincare Product Purchase Decisions at PPP al-Fathimiyyah Tambakberas Jombang students, as evidenced by the tcount value of 2,296 > ttable of 1,991; a significance value of 0.000 < 0.05; and multiple linear regression coefficient of 0.391;(2) Significantly brand positioning on Emina Skincare Product Purchase Decisions at PPP al-Fathimiyyah Tambakberas Jombang students, as evidenced by the tcount value of 8.025 > ttable of 1.991; a significance value of 0.000 < 0.05; and multiple linear regression coefficient of 0.780;(3) Significantly brand awareness and brand positioning on Emina Skincare Product Purchase Decisions at PPP al-Fathimiyyah Tambakberas Jombang students, as evidenced by the Fcount of 118.683 > Ftable of 3.11 of 1.991 and a significance value of 0.000 <0.05.(4) The magnitude of the influence of brand awareness and brand positioning on Emina Skincare Product Purchase Decisions for PPP al-Fathimiyyah Tambakberas Jombang students is evidenced by the R Square value of 75.5%. Multiple linear regression equation in this study: Y = 12.155+ 0.391X1 + 0.780X2 + e