The Influence of Brand Awareness and Brand Image on Buying Interest in Bimoli Cooking Oil at Traders in Leuwiliang Market, Bogor Regency

Abstract

This study aims to determine the effect of Brand Awareness and Brand Image on Buying Interest of Bimoli cooking oil on traders in Leuwiliang Market, Bogor Regency.
This type of research usesd a quantitative approach. Sampling used the Nonprobability Sampling technique with the Purposive Sampling method, the total of samples was 50 respondents. Method of data collection is done by using a questionnaire method. The data analysis technique used in this research is multiple linear analysis technique. This study used a computer application test tool. The results showed that partially Brand Awareness had a significant effect on Buying Interest. This can be seen by obtaining the Tcount value which is greater than the Ttabel value (4.170>1.676) with a significant level of 0.05. Brand Image has no significant effect on Buying Interest. This can be proven by obtaining a Tcount value that is greater than Ttabel (0.590>1.676) with a significant level of 0.05. Meanwhile, simultaneously there are the influence of Brand Awareness and Brand Image on Buying Interest in Traders in Leuwiliang Market, Bogor Regency. With the results of the calculations that have been carried out, the value of Fcount > Ftabel is (22.283>3.183) with a significant value of 0.000 <0.05. Thus, it can be concluded that there are a significant influence between Brand Awareness and Brand Image on Buying Interest.