PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN ULANG PADA DISTRO PULAU BIRU SUNGAI PENUH

Desta Anugrah, Gilang (2026) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN ULANG PADA DISTRO PULAU BIRU SUNGAI PENUH. PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN ULANG PADA DISTRO PULAU BIRU SUNGAI PENUH. (Unpublished)

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Abstract

ABSTRACT This study aims to analyze the influence of Brand Awareness, Brand Image, and Digital Promotion on Repurchase Decisions at Pulau Biru Sungai Penuh Distro. These three variables were chosen because they are considered to have an important role in encouraging consumers to make repurchase decisions, especially for Pulau Biru Distro products which are very sensitive to design preferences, trends, and personal needs. The research method used is a quantitative approach with multiple regression analysis techniques. Data were obtained through distributing questionnaires to respondents who use Pulau Biru Distro products and were analyzed to determine how much simultaneous or partial influence each independent variable has on the dependent variable. The results of the study indicate that Brand Awareness simultaneously has a significant effect, Brand Image, and Digital Promotion simultaneously do not have a significant effect on repurchase decisions. Based on the results of data analysis through multiple linear regression tests, t tests, F tests, and coefficients of determination, the following conclusions were obtained: Brand Awareness has a significant effect on repurchase decisions, this is evidenced by the calculated t of Brand Awareness = 4.399> t table = 1.665 and a significant value of 0.000 <0.050. This means that H0 is rejected and H1 is accepted. Brand Image does not have a significant effect on the Repurchase Decision, this is proven by the calculated t value of Brand Image = 1.162 < t table = 1.665 and a significant value of 0.249 > 0.050. This means that H0 is accepted and H1 is rejected. Digital Promotion does not have a significant effect on the repurchase decision, this is proven by the calculated t value of Digital Promotion = -1.014 < t table = 1.665 and a significant value of 0.314 > 0.050. This means that H0 is accepted and H1 is rejected. Keywords: Brand Awareness, Brand Image, Digital Promotion, Repurchase Decision ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness, Brand Image, dan Promosi Digital Terhadap Keputusan Pembelian Ulang pada Distro Pulau Biru Sungai Penuh. Ketiga variabel tersebut dipilih karena dianggap memiliki peran penting dalam mendorong konsumen mengambil keputusan pembelian ulang, terutama pada produk Distro Pulau Biru sangat sensitif terhadap preferensi desain, Trend, dan kebutuhan Pribadi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis regresi berganda. Data diperoleh melalui penyebaran kuesioner kepada responden pengguna produk Distro Pulau Biru dan dianalisis untuk mengetahui seberapa besar pengaruh simultan maupun parsial dari masing-masing variabel bebas terhadap variabel terikat. Hasil penelitian menunjukkan bahwa Brand Awareness secara simultan berpengaruh secara signifikan, Brand Image, dan Promosi Digital secara simultan tidak berpengaruh secara signifikan terhadap keputusan pembelian ulang. Berdasarkan hasil analisis data melalui uji regresi linier berganda, uji t, uji F, serta koefisien determinasi, maka diperoleh beberapa kesimpulan sebagai berikut: Brand Awareness berpengaruh signifikan terhadap keputusan pembelian ulang ini dibuktikan dengan t hitung Brand Awareness = 4,399 > t tabel = 1,665 serta nilai signifikan 0,000 < 0,050. Artinya H0 ditolak H1 diterima. Brand Image tidak berpengaruh signifikan terhadap Keputusan Pembelian Ulang ini dibuktikan dengan t hitung Brand Image = 1,162 < t tabel = 1,665 serta nilai signifikan 0,249 > 0,050. Artinya H0 diterima H1 ditolak. Promosi Digital tidak berpengaruh signifikan terhadap keputusan pembelian ulang ini dibuktikan dengan nilai nilai t hitung Promosi Digital = -1,014 < t tabel = 1,665 serta nilai signifikan 0,314 > 0,050. Artinya H0 diterima H1 ditolak. Kata Kunci: Brand Awareness, Brand Image, Promosi Digital, Keputusan Pembelian ulang

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