Research Article
The Influence of Brand Awareness on Purchasing Decisions Moderated by Consumer Satisfaction On Shopee Users at SMK Muhammadiyah 4 Lamongan
@INPROCEEDINGS{10.4108/eai.2-8-2023.2341456, author={Siti Musarofah and Mesra Surya Arifien and Sawabi Sawabi and Ardiansyah Ahsanul Hayat and Agus Budianto}, title={The Influence of Brand Awareness on Purchasing Decisions Moderated by Consumer Satisfaction On Shopee Users at SMK Muhammadiyah 4 Lamongan}, proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia}, publisher={EAI}, proceedings_a={ICEB}, year={2024}, month={6}, keywords={brand awareness purchase decision customer satisfaction}, doi={10.4108/eai.2-8-2023.2341456} }- Siti Musarofah
Mesra Surya Arifien
Sawabi Sawabi
Ardiansyah Ahsanul Hayat
Agus Budianto
Year: 2024
The Influence of Brand Awareness on Purchasing Decisions Moderated by Consumer Satisfaction On Shopee Users at SMK Muhammadiyah 4 Lamongan
ICEB
EAI
DOI: 10.4108/eai.2-8-2023.2341456
Abstract
This study intends to test whether brand awareness has an effect on purchases moderated by consumer satisfaction. The sample in this study was 115 students with non-probability sampling techniques. Jenes research uses quantitative research. Data processing using SPSS program version 26. The results in the study showed that brand awareness has a significant effect on purchases, consumer satisfaction has a significant effect on purchases, while consumer satisfaction cannot moderate brand awareness on purchasing decisions.
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