Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Influence of Brand Awareness on Purchasing Decisions Moderated by Consumer Satisfaction On Shopee Users at SMK Muhammadiyah 4 Lamongan

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  • @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
Siti Musarofah1,*, Mesra Surya Arifien1, Sawabi Sawabi1, Ardiansyah Ahsanul Hayat1, Agus Budianto1
  • 1: Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan
*Contact email: sitimusarpfah254@gmail.com

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.