Pengaruh Bauran Pemasaran dan Kesadaran Merek Terhadap Keputusan Pembelian di Usaha Baked Foursion

Abstract

This study aims to analyze the influence of marketing mix and brand awareness on purchase decisions at Baked Foursion. This research employed a quantitative approach using a survey method. Data collection was conducted through questionnaires distributed to 100 Baked Foursion consumers selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics through validity testing, reliability testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results showed that the marketing mix had a positive and significant effect on purchase decisions with a significance value of 0.000. Brand awareness also had a positive and significant effect on purchase decisions with a significance value of 0.000 and was found to be a more dominant variable compared to the marketing mix. Simultaneously, marketing mix and brand awareness had a significant effect on purchase decisions, with an R Square value of 0.772. This study indicates that effective marketing strategies and strengthening brand awareness are important factors in improving consumer purchase decisions at Baked Foursion.

Keywords: marketing mix, brand awareness, purchase decision