The influence of brand awareness and product quality on the purchase decision of Mr. DIY Pangkalan Cepa Kelantan Malaysia
Keywords:
Brand Awareness, Product Quality, Purchase Decision, Mr. DIY CPAbstract
Along with increasing business competition in the home appliance industry, companies must have advantages and characteristics that can attract consumers to maintain or seize existing market share, namely by increasing and maintaining brand awareness. This study aims to determine the influence of Brand awareness and product quality on MR DIY purchase decisions. The background of this research is the rapid growth of MR DIY Malaysia, which was established in 2005, with its business expansion to have hundreds of branches in various countries: Malaysia, Singapore, Thailand, Brunei, Indonesia, Philippines, Cambodia, India, Turkey, and Spain. The research method used has a descriptive design and Causal, quantitative research with data collection techniques through questionnaires. The research sample consisted of 60 respondents who were MR consumers. DIY PC, in Kelantan, Malaysia. Data analysis using multiple linear regression with the help of SPSS software version 27.0. The results of the study show that Brand awareness has a positive and significant influence on purchase decisions with a t-value of 3,221 > t table 2,002 and a significance of 0.002 < 0.05. Product quality also has a positive and significant effect on purchasing decisions, with a value of t 4,688 > t table 2,002 and a significance of 0,000 < 0.05. Simultaneously, brand awareness and product quality significantly influence purchasing decisions with a value of 41,337 > Table 3.16 and a significance of 0.000 < 0.05. This study concludes that brand awareness and product quality significantly influence MR DIY purchasing decisions in Kelantan Malaysia PC products, both partially and simultaneously. The study shows that companies are increasing control over user-generated content on social media and viewing the Consumer Experience about their products to improve customer satisfaction and purchase decisions.
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