PENGARUH BRAND AWARENESS, BRAND IMAGE DAN MEDIA KOMUNIKASI TERHADAP KEPUTUSAN PEMBELIAN SEPATU BATA PADA MASYARAKAT KELURAHAN PASAR GAMBIR KOTA TEBING TINGGI

This study aims to determine the effect of Brand Awareness, Brand Image and Communication Media on the Purchase Decision of Bata Shoes in the Pasar Gambir Village Community, Tebing Tinggi City. The research method used is a quantitative method using SPSS version 25.00. It was collected from interviews with Bata Shoes Users of 96 respondents. The analytical method used in this study is using instrument tests, namely validity and reliability tests. The classic
assumption test is the normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis testing, namely the T test and path analysis (Path analysis). The results of SPSS in this study are brand awareness variables influence purchasing decisions, brand image has no effect on purchasing decisions, communication media influences purchasing decisions, brand awareness, brand image and communication media influence purchasing decisions simultaneously