Published: 2026-06-01

Pengaruh Brand Awareness dan Kualitas Produk Terhadap Keputusan Pembelian Pada NF Store Metro

DOI: 10.35870/jemsi.v12i3.7434

Apriliani Putri, Hepiana Patmarina
  • Apriliani Putri: Universitas Bandar Lampung
  • Hepiana Patmarina: Universitas Bandar Lampung
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Abstract

In an era of increasingly fierce business competition, a company's success is determined not only by the quality of its products but also by the strength of its brand in the minds of consumers. This study aims to determine the effect of Brand awareness and Product Quality on Purchasing Decisions at NF Store Metro. This study uses a quantitative approach with a causal associative research method. The population used in this study was all 4,000 NF Store Metro customers, with a sample size of 98 consumers. The data analysis methods used were validity testing, reliability testing, normality testing, multicollinearity testing, multiple linear regression analysis, t-test, and F-test. The Brand awareness variable (X1) has a regression coefficient of 0.205 with a significance value of 0.076 (>0.05). This indicates that Brand awareness (X1) has a partial positive effect on Purchase Decisions (Y). The Product Quality variable (X2) has a regression coefficient of 0.178 with a significance value of 0.149 (>0.05). This indicates that Product Quality (X2) also has a partial positive effect on Purchase Decisions (Y).

Keywords

Brand Awareness; Product Quality; Purchase Decisions

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How to Cite

Putri, A., & Patmarina, H. (2026). Pengaruh Brand Awareness dan Kualitas Produk Terhadap Keputusan Pembelian Pada NF Store Metro. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(3), 2702-2712. https://doi.org/10.35870/jemsi.v12i3.7434
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 3 (2026)

  • Section: Articles

  • Published: 2026-06-01

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Author Biographies
Apriliani Putri, Universitas Bandar Lampung
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Jl. Zainal Abidin Pagar Alam No. 26 Kec. Kedaton, Kota Bandar Lampung, 35142, Indonesia.

Hepiana Patmarina, Universitas Bandar Lampung
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Jl. Zainal Abidin Pagar Alam No. 26 Kec. Kedaton, Kota Bandar Lampung, 35142, Indonesia.

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