Pengaruh Brand Positioning dan Brand Awareness terhadap Keputusan Pembelian (Studi pada Konsumen Oi! Coffee and Pastry di Kota Serang, Banten)

Abstract

In the current era, the Micro, Small, and Medium Enterprises (MSME) industry, particularly coffee shops, is increasingly thriving in urban areas. Consumers can easily access product information and innovations, which are the primary determining factors in their purchasing decisions. Therefore, coffee shop owners need to be responsive and proactive to remain competitive. One such example is Oi! Coffee and Pastry shop in Kota Serang, Banten, which must employ marketing strategies such as brand positioning and brand awareness to enhance brand recognition among consumers and improve purchasing decisions. This research aims to investigate the influence of brand positioning and brand awareness on consumer purchasing decisions at Oi! Coffee and Pastry in Kota Serang, Banten. The effects of brand positioning and brand awareness will be analyzed partially and simultaneously on purchasing decisions. This research adopts a quantitative method with an associative approach. Sampling is conducted through non-probability sampling with purposive sampling technique. The population of this research is consumers of Oi! Coffee and Pastry in Kota Serang, Banten, with a sample size of 100 respondents. Primary data is obtained through direct questionnaire distribution, while secondary data is collected through literature review. Data analysis techniques include instrument testing, validity testing, reliability testing, classic assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this research indicate that Brand Positioning has a positive and significant effect on the Purchasing Decision variable, with a t-value of 8.518 > 1.985 and a sig value of 0.001 < 0.05, along with a regression coefficient value of 0.556. Brand Awareness also has a positive and significant effect on the Purchasing Decision variable, with a t-value of 8.077 > 1.985 and a sig value of 0.001 < 0.05, along with a regression coefficient value of 0.836. In the simultaneous testing, Brand Positioning and Brand Awareness together have a simultaneous effect of 78.5%, while the remaining 21.5% is influenced by factors outside the scope of this research model.