The Effect of Brand Awareness, Brand Image, and Instagram on Purchase Decisions

Abstract

This study aims to determine the effect of brand awareness, brand image, and Instagram on consumer purchasing decisions on Bittersweet by Najla products. Researchers used the sample used in this study as many as 105 respondents who came from consumers who were consumers of Bittersweet by Najla snacks. To analyze data validation, researchers used the analysis technique adopted in this study used validity test using Pearson Correlation, and reliability test using Cronchbach's Alpha, multiple linear regression, t test, and coefficient of determination. The results showed that: (1) there is a positive and significant influence between brand awareness on purchasing decisions with a significant value of 0.035 < 0.05; (2) there is an influence between brand image and purchasing decisions with a significant value of 0.006 < 0.05; (3) there is a significant influence between Instagram on purchasing decisions with a significant value of 0.000 < 0.05; and (4) the results of the test for the coefficient of determination show an adjusted R square value of 0.574 which means that as much as 57.4% of the dependent variable in purchasing decisions there are independent variables, namely brand awareness, brand image, and Instagram. While other factors 42.6% are influenced by other factors not examined.