Published: 2025-04-01

Pengaruh Brand Awareness, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Atap Plastik UPVC Maspion di Kota Bandung

DOI: 10.35870/jemsi.v11i2.3883

Nisa Nuraeni Aenudin, Arie Hendra Saputro

Abstract

This research aims to analyze the influence of brand awareness, price and product quality on purchasing decisions for Maspion UPVC plastic roofs in Bandung City. This research uses quantitative methods with descriptive and verification approaches. Data was collected through questionnaires distributed to 100 respondents who were owners or managers of iron shops, building materials shops and material shops in the city of Bandung. The analysis technique used in this research is multiple linear regression with validity, reliability and classical assumption tests using SPSS 29. The results of the research show that partially, brand awareness, price and product quality have a positive and significant effect on purchasing decisions for Maspion UPVC plastic roofs. Simultaneously, these three variables also have a significant influence on purchasing decisions, with product quality as the most dominant factor. These findings indicate that increasing brand awareness, competitive pricing strategies, and improving product quality can be effective strategies for companies in increasing sales and competitiveness in the market.

Keywords

Brand Awarensess ; Price ; Product Quality and Purchase Decision

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Aenudin, N. N., & Saputro, A. H. (2025). Pengaruh Brand Awareness, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Atap Plastik UPVC Maspion di Kota Bandung. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(2), 761-773. https://doi.org/10.35870/jemsi.v11i2.3883
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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. 11 No. 2 (2025)

  • Section: Articles

  • Published: April 1, 2025

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Author Biographies
Nisa Nuraeni Aenudin
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun.

Arie Hendra Saputro
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun.

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