PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN CARNATION KRIMER KENTAL MANIS MELALUI HARGA SEBAGAI VARIABEL MODERATING (Studi Kasus Pada Ibu Rumah Tangga Dusun 1 Rambung Merah Kecamatan Siantar Kabupaten Simalungun)

Abstrak

The objectives of this study are: 1. To describe brand awareness, price, and purchasing decisions of Carnation Condensed Creamer 2. To determine the effect of brand awareness on purchasing decisions of Carnation Condensed Creamer. 3. To determine the effect of brand awareness on purchasing decisions of Carnation Sweetened Condensed Cream moderated by price. This study uses a library research design and field research. The sample in this study were consumers of Carnation Condensed Creamer products. the population in this study were housewives of Dusun 1 Rambung Merah, Siantar District, Simalungun Regency, totaling 112 people and the sample in the study is housewives who had bought the product, totaled 78 people. The types of data used in this study are qualitative data and quantitative data. Source of data using primary data and secondary data. Data collection techniques were carried out using questionnaires, interviews and documentation. Test the research instrument used is the validity test and reliability test. Data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be summarized as follows: 1. Brand awareness, price and purchasing decisions are good. 2. Brand awareness has a positive effect on purchase decisions with price as a moderating variable. 3. Brand awareness have a high corralation on purchase decisions with price as a moderating variable. High and low purchase decisions can be explained by brand awareness and price. 4. The results of the hypothesis test state that H₀ is rejected, meaning that there is a positive and significant influence between brand awareness on purchase decisions with price as a moderating variable.