Pengaruh Brand Awareness Dan Brand Trust Terhadap Keputusan Pembelian Sabun Lifebuoy Di Dusun II Namo Pinang Kec. Sibiru-Biru

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness dan Brand Trust mempunyai pengaruh terhadap Keputusan Pembelian Sabun Lifebuoy di Dusun II Namo Pinang Kec. Sibiru-biru. Populasi yang digunakan pada penelitian ini adalah konsumen Sabun Lifebuoy di Dusun II Namo Pinang Kec. Sibiru-biru. Penelitian ini menggunakan sampel sebanyak 86 responden, pengujian hipotesis menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi liniear berganda, uji t, uji f, dan koefisien determinasi (R2) dengan menggunakan software SPSS 25 (Statistic Product and Services Solution) for windows. Data penelitian bersumber dari data primer dan data sekunder. Proses pengumpulan data dan menggunakan kuesioner. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu Brand Awareness dan Brand Trust terhadap variabel dependen yaitu Keputusan Pembelian. Variabel Brand Awareness diperoleh nilai t adalah thitung > ttabel (4.179 > 1,663) dengan tingkat signifikasi 0,001 < 0,05 dan untuk variabel Brand Trust diperoleh nilai thitung > ttabel (10.383 > 1,661) dengan tingkat signifikasi 0,000 < 0,05 sehingga dapat disimpulkan Brand Awareness dan Brand Trust berpengaruh positif signifikan terhadap Keputusan Pembelian Sabun Lifebuoy di Dusun II Namo Pinang Kec. Sibiru-biru. Dan uji F diperoleh nilai fhitung > ftabel (54.906 > 3,95), dengan hipotesis diterima sehingga dapat disimpulkan bahwa variabel Brand Awareness (X1) dan variabel Brand Trust (X2) secara simultan berpengaruh terhadap Keputusan Pembelian (Y). This research aims to find out whether Brand Awareness and Brand Trust have an influence on the decision to purchase Lifebuoy Soap in Dusun II Namo Pinang District. Sibiru-blue. The population used in this research was consumers of Lifebuoy Soap in Dusun II Namo Pinang District. Sibiru-biru.This study used a sample of 86 respondents, hypothesis testing in this study used statistical model analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, F test, t test, and coefficient of determination (R2) using SPSS software 25 (Statistics Product and Services Solution) for windows. Research data comes from primary data and the data collection process and uses questionnaires. The research results show that there is a relationship between the independent variables, namely Brand Awareness and Brand Trust, and the dependent variable, namely Purchase Decisions. For the Brand Awareness variable, the t value obtained is tcount > ttable (4,179 > 1.663) with a significance level of 0.001 < 0.05 and for the Brand Trust variable, the tcount > ttable value is obtained (10,383 > 1.661) with a significance level of 0.000 < 0.05 so it can be concluded that Brand Awareness and Brand Trust have a significant positive effect on the decision to purchase Lifebuoy Soap in Dusun II Namo Pinang District. Sibiru-blue. And the F test obtained a value of fcount > ftable (54,906 > 3.95), with the hypothesis being accepted so it can be concluded that the Brand Awareness variable (X1) and the Brand Trust variable (X2) simultaneously influence Purchasing Decisions (Y).