Analysis of Brand Awareness and Customer Satisfaction on Purchase Interest in Saik Studio Photography Services in Depok city in 2021-2022

Abstract

This study aims to determine the effect of brand awareness and customer satisfaction on buying interest in Saik Studio. This type of research is quantitative. The population of this study were Saik Studio consumers. The analysis used is a quantitative technique using simple random sampling technique with a population of 100 and 40 respondents. This research instrument is more aimed at questionnaires. The results of the research instrument test used multiple regression analysis tests, t tests, f tests. The results of the analysis show that brand awareness has no significant effect and customer satisfaction has a significant effect on buying interest with the results of multiple regression analysis tests. The results of the brand awareness t test obtained the results of the t test> t table (-0.230 <2.026) means that Ho1 is accepted Ha1 is rejected, the customer satisfaction t test obtained the results (3.765> 2.026) means that Ho2 is rejected and Ha2 is accepted, and the f test results are (125.140> 3.252) meaning Ho3 is rejected Ha3 is accepted. Based on the results of this data, it can be concluded that brand awareness and customer satisfaction affect the purchase intention of Saik Studio.