Pengaruh Digital Marketing dan Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merek Antis pada Masa Pandemi di Surabaya

Abstract

This study aims to determine how significant the effect of product taste and store atmosphere on purchasing decisions at Upnormal Coffee Nginden Surabaya. In this study, the method used is a quantitative approach, the media used is a questionnaire as a research instrument, the technical analysis uses multiple linear regression with hypothesis testing, namely t test, R test and f test. The results of this study indicate that the variables of Product Taste and Store Atmosphere have a positive and significant effect on purchasing decisions at Upnormal Coffee Nginden Surabaya.