Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia

Research Article

The Effect of Brand Awareness on Common and Repeat Purchases Decisions for the Products of MSME BUMDesa Kuala Alam Bandar Jaya

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  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2343007,
        author={Wan Junita Raflah and Rizqa  Arimurti},
        title={The Effect of Brand Awareness on Common and Repeat Purchases Decisions for the Products of MSME BUMDesa Kuala Alam Bandar Jaya},
        proceedings={Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia},
        publisher={EAI},
        proceedings_a={ABEC},
        year={2024},
        month={2},
        keywords={bumdes kuala alam brand awareness common purchase repeat purchase},
        doi={10.4108/eai.21-9-2023.2343007}
    }
    
  • Wan Junita Raflah
    Rizqa Arimurti
    Year: 2024
    The Effect of Brand Awareness on Common and Repeat Purchases Decisions for the Products of MSME BUMDesa Kuala Alam Bandar Jaya
    ABEC
    EAI
    DOI: 10.4108/eai.21-9-2023.2343007
Wan Junita Raflah1,*, Rizqa Arimurti1
  • 1: Politeknik Negeri Bengkalis
*Contact email: junita@polbeng.ac.id

Abstract

This research was undertaken to investigate the effect of brand awareness on common purchase decisions and repeat purchase decisions for BUMDesa Kuala Alam Bandar Jaya MSME products. The population in this study were people living in Bengkalis District and Bantan District conducting research with 100 respondents. The data analysis method utilized in this research involves the use of MANOVA (Multivariate Analysis of Variance). Based on the findings of data analysis, it is evident that an effect of brand awareness on common purchase and repeat purchase decisions simultaneously. This research is expected to contribute to BUMDesa Kuala Alam Bandar Jaya to consider the importance of brand awareness in running MSME business ventures.