Pengaruh Brand Awareness dan Store Atmosphere Terhadap Keputusan Pembelian Brand First And Famous Kota Bandung

Abstract

Competition in the fashion industry in the era of globalization is getting tighter, especially in Bandung, which is known as the center of the creative industry. One of the local fashion businesses that has survived until now is First and Famous. However, the decline in sales over the past three years indicates a challenge in maintaining consumer purchasing decisions. This study aims to determine the effect of Brand Awareness and Store Atmosphere on purchasing decisions for First and Famous products. The purpose of this study was to assess the effect of Brand Awareness and Store Atmosphere on purchasing decisions for First and Famous products in Bandung. The quantitative approach used in this study is based on the IBM SPSS 26 application. The data collection technique was carried out by sending questionnaires to 100 respondents as a research sample. Data analysis includes descriptive and quantitative analysis, multiple linear regression, and simultaneous and partial hypothesis testing (F and T tests). The research findings show that, Brand Awareness and Store Atmosphere have a positive and significant impact on purchasing decisions for First and Famous products, with a significance level of 0.000 <0.05. These two variables also have a significant positive impact. The Adjusted R Square value of 0.673 indicates that the Brand Awareness and Store Atmosphere variables contribute 67.3% to purchasing decisions, while the Store Atmosphere variable contributes 67.3% to purchasing decisions.

Keywords

Brand Awarness; Store Atmosphere; Purchase Decision