The Influence of Brand Awareness, Price, Product Quality, & Promotion on Consumer Purchase Decision of Roti’O in the Special Region of Yogyakarta

Abstract

This research aims to understand the impact of Brand Awareness, Price, Product Quality, and Promotion on the Purchase Decision of Roti’O consumers in the Special Region of Yogyakarta. The objective of this study is to assess the effects of Brand Awareness, Price, Product Quality, and Promotion, both individually and collectively, on the Purchase Decision of Roti’O consumers in the Special Region of Yogyakarta. The research employs a quantitative exploratory method. The data utilized in this study includes both primary and secondary data collected through questionnaires, journals, and books. The data collection involved a questionnaire distributed to 100 respondents selected using purposive sampling techniques. The analytical tools used in this research include percentage analysis, classical assumption tests, simple linear regression analysis with t-tests, and multiple linear regression analysis with F-tests. The findings indicate that the Brand Awareness variable has a positive and significant effect on the Purchase Decision. Price also has a positive and significant impact on the Purchase Decision. Product Quality positively and significantly influences the Purchase Decision. Additionally, Promotion has a positive and significant effect on the Purchase Decision of Roti’O consumers in the Special Region of Yogyakarta. Furthermore, the results show that the variables of Brand Awareness, Price, Product Quality, and Promotion collectively have a positive and significant effect on the Purchase Decision of Roti’O consumers in the Special Region of Yogyakarta.