Pengaruh Brand Image, Brand Awareness, dan Variasi Produk Terhadap Keputusan Pembelian Konsumen Mixue Di Ponorogo

Currently, Mixue is popular with the public because of its distinctive taste and attractive marketing method which is able to attarct consumers to make purchases. The purpose of this study was to determinate the effect of brand image, brand awareness, and product variety on purchasing decisions of Mixue consumers in Ponorogo. The population in the study were Mixue consumers in Ponorogo. The sample collection method used was purposive sampling. Data was collected using a questionnaire with a sample of 75 respondents. The analysis method in this study uses a structural model processed SMARTPLS 4.0 software. The results of this study indicate that the variables brand image and brand awareness has a positive effect purchasing decisions. While product variety have no significant effect on purchasing decisions.