Pengaruh Brand Awareness, Brand Love dan Brand Trust Terhadap Purchase Decision Kopi Arabika Specialty Pada UD . Kupi Pantan Raya
DOI:
https://doi.org/10.32493/jpkpk.v5i3.19111Keywords:
purchase decision, brand love, brand trust, brand awareness.Abstract
Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh brand awareness, brand love dan brand trust terhadap purchase decision bubuk kopi arabika specialty gayo pada UD. Kupi Pantan Raya. Jenis penelitian yang digunakan dalam penelitian ini adalah seluruh konsumen yang membeli produk bubuk kopi arabika olahan UD. Kupi Pantan Raya. Adapun jumlah sampel yang digunakan dalam penelitian ini adalah 280 orang. Penelitian ini menggunakan pendekatan kuantitatif yang di uji dengan teknik analisis jalur dan diolah menggunakan program SPSS dan AMOS. Hasil penelitian ini menunjukkan bahwa terdapat adanya pengaruh positif brand awareness, brand love dan brand trust terhadap purchase decision.
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