The Influence of Product Prices, Brand Awareness, and Consumer Perceptions

Ekinda Famelia Prisca, Doddy Adhimursandi

Abstract


This study examined the influence of product price, brand awareness, and consumer perceptions on purchasing decisions for UNIQLO products in Samarinda. The independent variables were product price, brand awareness, and consumer perception. The dependent variable in this study was purchase decisions. This study included 160 consumers of UNIQLO products in Samarinda. This study used quantitative methods to collect data through questionnaires. Data analysis in this research used SmartPLS 4.0. Hypothesis testing using the SEM-PLS approach was performed on the outer and inner models. The results of this research show that there is a positive and significant influence between product price and purchasing decisions and a positive and significant influence between brand awareness and purchasing decisions. There was no influence between consumer perceptions and purchasing decisions for UNIQLO products in Samarinda.


Keywords


Product Price; Brand Awareness; Consumer Perception; Buying decision

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References


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DOI: https://doi.org/10.30872/jfor.v26i1.14515

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FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jakt.feb.unmul@gmail.com

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