Analysis of the Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on the Purchasing Decisions of Batam State Polytechnic Students at the Polibatam Store

Abstract

This study aims to analyze the influence of brand awareness, brand association, brand image, and word of mouth on purchasing decisions. The study respondents numbered 155 people selected using purposive sampling. Data collection was conducted through the distribution of questionnaires, which were then analyzed using multiple linear regression. The results showed that brand awareness and brand association had a positive and significant effect on purchasing decisions, while brand image and word of mouth did not have a significant partial effect. These findings indicate that although consumers have certain perceptions or assessments of the quality, reputation, or overall image of a brand, these factors are not strong enough to directly influence their decision to purchase a product. Partially, brand awareness and brand association have a positive and significant effect on purchasing decisions.