Pengaruh Brand Awareness dan Diferensiasi Produk terhadap Minat Mengkonsumsi yang Berdampak pada Keputusan Pembelian Konsumen di Kata Kopi Jakarta

Abstract

This research is to find out the effect of diferentiation product and brand awareness to consuming interest. To find out the impact of consuming interest to purchase decision. To find out the relevance of diferentiation product and brand awareness to purchase decision on Kata Kopi Jakarta. Number of respondents in this research are 151 respondents. The results of this study show diferentiation product and brand awareness are directly related to consuming interest and have an impact to purchase decision.