PENGARUH BRAND AWARENESS DAN HARGA TERHADAP PERILAKU KONSUMEN PADA TOKO ONLINE SHOPEE (STUDI KASUS PADA MAHASISWA/I SEMESTER VIII T.A 2021/2022 PROGRAM STUDI SARJANA MANAJEMEN STIE SULTAN AGUNG)

Abstract

The targets of this study are: 1. Obtain an overview of brand awareness, price, and Shopee consumer behavior (a case study of students in semester VIII T.A 2021/2022 of the STIE Sultan Agung management undergraduate program. 2. Understand the influence of brand awareness and price on Shopee consumer behavior (a case study of students in semester VIII T.A 2021/2022 of the undergraduate management program at STIE Sultan Agung) both simultaneously and partially. The research utilizes library research design and field research. The population of this research is active students who have used and shopped on the Shopee application as many as 39 people. The types of data in this research are qualitative data and quantitative data. The data sources used are primary data and secondary data. The data collection mechanism is obtained from the questionnaire method, interview method, and documentation method. The test of this research instrument is the validity test and the test reliability Data analysis techniques, namely normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of the study were as follows: 1. Brand awareness, price, and consumer behavior were good. 2. The results of the analysis state that brand awareness and price have a positive effect on consumer behavior, both simultaneously and partially. 3. The analysis found a strong link between brand awareness, price, and consumer behavior. The high and low levels of consumer behavior on Shopee can explain brand awareness with price. 4. The results of hypothesis testing explain that H0 is rejected, meaning that brand awareness and price have a positive and significant impact on consumer behavior, both simultaneously and even partially.