Purchase Decision Model: Price Analysis and Brand Awareness Towards Repurchase Interest

Abstract

This study aims to determine the effect of price and brand awareness on purchasing decisions and repurchase interest. This research design is explanatory. The sampling technique in this study was at Dian Nusantara University students who had consumed Janji Jiwa Coffee and filled out a questionnaire using purposive sampling method but still met the predetermined criteria. The population of 307 students at the University of Dian Nusantara Tanjung Duren, Management Study Program. Using the Slovin formula, a sample of 100 students was obtained. The methods used Quantitative analysis SEM analysis tools and Smart-PLS 3.0 tools. The results of this study found that price has positive and significant effect on purchasing decisions, brand awareness has positive and significant effect on purchasing decisions, price has positive and significant effect on repurchase interest, brand awareness has positive and significant effect on repurchase interest, and purchase decisions has positive and significant effect on repurchase interest.

Keywords: Purchase Decision, Repurchase Interest, Price, Brand Awareness

DOI: 10.7176/JMCR/73-02

Publication date: November 30^th 2020