Pengaruh Durability, Marketing Activity, dan Brand Awareness terhadap Keputusan Pembelian Produk Exhaust Fan KDK di DKI Jakarta
DOI:
https://doi.org/10.59024/jise.v4i2.2327Keywords:
Brand Awareness, Jakarta Consumers, Marketing Activities, Product Durability, Purchase DecisionAbstract
This study aims to analyze the influence of durability, marketing activity, and brand awareness on the purchase decision of KDK exhaust fan products in DKI Jakarta. The study population included retail consumers, stores, and individuals who had made purchases of the product. The minimum sample was set at 97 respondents, and the data collected amounted to 100 respondents. The research method uses a quantitative approach with data processing through the SPSS statistical analysis program version 21. The results of the study show that the durability variable partially has a significant effect on purchase decisions, confirming that product durability is the main factor in determining consumer choice. In addition, the marketing activity variable has been shown to have a significant effect on purchasing decisions, which emphasizes the importance of marketing strategies in increasing product appeal. The brand awareness variable also has a significant effect on purchasing decisions, showing that brand awareness plays an important role in building consumer trust and loyalty. Overall, this study confirms that these three variables are the main determinants in the purchase decision of KDK exhaust fan products in DKI Jakarta. The implications of this study emphasize the need for companies to optimize product quality, strengthen marketing activities, and increase brand awareness to increase market share and competitiveness.
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