THE INFLUENCE OF BRAND AWARENESS, PRODUCT AESTHETICS, AND PROMOTION ON PURCHASE DECISIONS OF HONDA APPAREL AT PT CAPELLA DINAMIK NUSANTARA IN BATAM CITY

Abstract

This study examines the influence of Brand Awareness, Product Aesthetics, and Promotion on Purchase Decision at PT Capella Dinamik Nusantara in Batam City. The research employs quantitative methods with a sample size determined by the Lemeshow formula, totaling 204 respondents selected through purposive sampling. The research findings indicate that Brand Awareness(X1), Product Aesthetics (X2), and Promotion(X3) significantly influence Purchase Decision (Y). Brand Awareness has a significant positive impact, suggesting that higher brand awareness increases the likelihood of consumers purchasing Honda products from PT Capella Dinamik Nusantara. Product Aesthetics also exerts a strong positive influence on Purchase Decision, indicating that improvements in visual appeal and product aesthetics can enhance consumer purchasing preferences. Promotion has also been shown to significantly affect Purchase Decision, with more intensive promotional efforts resulting in a significant increase in purchasing behavior.