THE INFLUENCE OF BRAND AWARNESS AND COMMUNICATION MEDIA ON FASHION PRODUCT PURCHASING DICISIONS (CASE STUDY OF STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, MUHAMMADIYAH UNIVERSITY OF NOTRH SUMATRA)

Abstract

Purchasing decisions in the business world today have become the price that must be paid by the company to remain successful in its business. Customers who play an important role in measuring purchasing decisions for products and services provided by the company. In determining the level of purchasing decisions, a customer often sees from the value of the product and service performance received from a buying process for products / services compared to other companies. The purpose of this study is to determine whether there is an influence of brand awareness on purchasing decisions on students of the North Sumatra Muhammadiyah University. To determine the effect of communication media on purchasing decisions on students of the North Sumatra Muhammadiyah University. The population in this study was 5285 active students of the Faculty of Economics and Business, Muhammadiyah University of North Sumatra. Sampling is done by accidental sampling technique where samples taken by anyone who accidentally met with the researcher can be used as a sample, namely 100 respondents (1 day x 10 students / i) UMSU students who often use the application. The results of this study indicate that there is a significant effect of awarnes brand on product purchasing decisions at Lazada.co.id. And communication media on purchasing decisions at Lazada.co.id have a significant effect.