Pengaruh Price Perception, Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Kertas Titik Koma

Abstract

The purpose of this research is to find out and analyze the effect of price perception, social media marketing¸ and brand awareness on the decision to purchase Titik Point paper products. This study discusses the dimensions of the research variables studied to determine the effect between variables and objects. This study uses a quantitative method through a questionnaire survey distributed to 131 respondents who were processed using SPSS Version 24.0 with a nonprobability sampling method. Hypothesis test results (t test), price perception significantly influence purchasing decisions. Social media marketing has a significant effect on purchasing decisions. Brand Awareness has a significant effect on purchasing decisions. The implication of this research is to provide marketers with understanding to pay attention to price perception, social media marketing and good brand awareness, especially on Point Sema products.