The Influence of Brand Awareness, Perceived Quality, Convenience, and Price Discounts on Purchasing Decisions

Abstract

This study is intended to analyze how the influence of brand awareness, perceived quality, convenience, and price discounts on purchasing decisions on habitual products. Shopee customers in Semarang are the population determined in this study. This type of research uses quantitative methods and the technique used in this research is non-probability sampling with purposive sampling. In addition, the data collection method was carried out using a questionnaire. In the questionnaire, the Likert scale is used to measure the value of the items in the variables. The sample used was 70 respondents. The results of the t test show that the independent variables influence purchasing decisions. In this study it is also known that Adjusted R (R2) is 0.729. Purchase decisions are influenced by brand awareness, perceived quality, convenience, and price discount. While the remaining 27.1% is influenced by other variables outside the research. Based on the results of this study indicate that brand awareness, perceived quality, convenience, and price discounts have a positive and significant impact on purchasing decisions.