PENGARUH BRAND AWARENESS, PROMOSI MEDIA SOSIAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI PRISMA KOPI MALANG

This research aims to analyze the influence of brand awareness, social media promotions, and price on consumer purchasing decisions at Prisma Kopi Malang. The research approach uses an explanatory research method with a quantitative approach. Data was obtained through a survey of 80 respondents selected by accidental sampling. The analysis technique used is multiple linear regression, with partial (t-test) and simultaneous (F-test).The research results show that partially, the brand awareness variable has a significant effect on purchasing decisions, followed by price which also has a significant effect. However, social media promotions do not have an influence on purchasing decisions. Simultaneously, the three independent variables have a significant influence on purchasing decisions. Among these three variables, brand awareness has the most dominant influence, with a regression coefficient of 0.638