Untono, Fredrik Ferson (2024) Pengaruh Inovasi Produk dan Brand Awareness terhadap Keputusan Pembelian Produk PT Unilever Indonesia (Studi Kasus pada Konsumen Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The study aims to test and analyze the impact of Product Innovation and Brand Awareness on Product Purchasing Decisions at PT. Unilever Indonesia. The method used is explanatory research with a sample of 104 respondents. Data analysis techniques use statistical analysis with research instrument tests, classical assumption tests, descriptive tests, regression tests, hypothesis tests, and determination coefficients. The results of this study showed that Product Innovation had a significant influence on the Purchasing Decision of 65,2%, the hypothesis test obtained t count value > t table (13,816 > 1,660). Brand Awareness significantly influenced the Purchase Decision by 80,7%, the hypothetical test achieved t count values > t Table (20,632 > 1.660). Product innovation and brand awareness simultaneously have a significant impact on purchasing decisions of 80,8%, the hypothesis test obtained a significance of 0,000 < 0,05.

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