THE EFFECT OF BRAND AWARENESS AND BRAND TRUST TOWARD CONSUMER BUYING DECISION ON ONLINE SHOP ( CASE STUDY OF FORUM JUAL BELI KASKUS AMONG STUDENTS AT PRESIDENT UNIVERSITY)

Abstract

General View - This thesis is the study, learn, and research about factor that influence consumer buying decision on Forum Jual Beli Kaskus among students at President University by looking at several factors that can influence them such as brand awareness and brand trust. Objective–The objective of the study is to analyze the effect of brand awareness and brand trust toward consumer buying decision on Forum Jual Beli Kaskus among students at President University by seeing which indicators of brand awareness and brand trust that give and contribute more to consumer buying decision and to find out whether or not there is a correlation between brand awareness and brand trust.. Design/Methodology/Approach - The researcher used Quantitative analysis in implementation on the research, where in this research the researcher made and spread questionnaire to President University students batch 2012 who stay at dormitory or in President University campus. The questionnaire was made and designed based on the theoretical framework of brand awareness, brand trust and consumer buying decision theory. In this research, the researcher used multiple regression tools and SPSS Version 20. Findings –It was observed and studied that in this research, the reseacher found that among the indicators contained in brand awareness and brand trust; top of mind, brand recall, brand recognition, reliability, and intentionality, there were only four indicators which contribute and significantly influence consumer buying decision on Forum Jual Beli Kaskus among students at President University. Those four indicators are brand recall, brand recognition, reliability, and intentionality. Originality/Value – The researcher hopes that through this research and study, it can help other people who study or do researches related with this study and especially for Kaskus Online Company. The researcher hopes with this study it can help the company to further develop and keep improving in the future.