Dampak Brand Awareness Terhadap Keputusan Pembelian Produk Big Bananas Di Kota Makassar

  • Elsa Elisiana Elli Universitas Hasanuddin
  • Tuti Bahfiarti Universitas Hasanuddin
  • Muhammad Farid Universitas Hasanuddin
DOI: https://doi.org/10.30996/representamen.v9i02.9558

Abstract

The impact of brand awareness on purchasing decisions Big Bananas in Makassar. This paper intends to examine how consumer choices for Big Bananas products in Makassar City are influenced by brand awareness.. Business actors are currently required to continue to innovate on products to be widely known. Marketing through social media to increase brand awareness of potential consumers so that it will cause a trigger to make a purchase. The participants in this study were those who follow an Instagram account @Big.bananass, with a sample of 346 respondents. Using questionnaire method with simple regression analysis Test, t test, R2 coefficient test using SPSS 26. This research shows brand awareness through Instagram has a significant effect on purchasing decisions.

Keywords: Brand Awareness, Purchasing Decisions, Instagram, Big Bananas

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Published
2023-10-31
Issue
Vol 9 No 02 (2023): Jurnal Representamen Volume 9 No 02 Oktober 2023
Section
Articles
Copyright (c) 2023 Elsa Elisiana Elli, Tuti Bahfiarti, Muhammad Farid

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