PENGARUH PROMOSI, HARGA DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PELANGGAN FORE COFFEE DI JAWA BARAT)

This research aims to analyze the influence of promotion, price and brand awareness on purchasing decisions for Fore Coffee customers in West Java. This research uses quantitative methods. The population in this research are customers who have made purchases at Fore Coffee outlets in West Java. The number of samples taken was 200 people, with the determination of sampling using non- probability sampling. The data used in this research are primary and secondary data, primary data is by distributing questionnaires. The measurement scale used is the Likert scale. Secondary data is the type of data obtained through research results from journals, articles, theses, books, the internet and other sources related to the variables in this research. The data analysis technique used uses statistical methods. The statistical method used is Partial Least Square (PLS). The results of the research show that promotions have a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. And Brand Awareness has a positive and significant effect on purchasing decisions.

Keywords: Promotion; Price; Brand Awareness; Buying decision