Pengaruh Kesadaran Merek dan Persepsi Harga terhadap Keputusan Pembelian pada Lembaga Kursus Bahasa Sentra Lingua Depok

Abstract

This study aims to determine whether there is an influence of brand awareness and price perception on purchasing decisions of consumers at the language course Institute Lingua Sentra Depok. This research was conducted from March 2020 with the help of Google Form application. The population in this study is students and their parents who are currently or have studied at Sentra Lingua Depok. Sampling using random sampling. The research data were obtained through questionnaires regarding brand awareness and price to 50 respondents. The instrument testing method used is validity and reliability testing. The data analysis technique used is quantitative using SPSS Statistics 22. The results showed that brand awareness and price perception have a positive and significant influence on purchasing decisions.