| dc.description.abstract |
Meizaya is a veil brand that has now spread among the public. There are so many
veil brands spread in Indonesia such as Zoya, Rabani, Ellzata, and many more,
the amount of competition makes Meizaya apply an alternative, namely creating
the best quality and latest veil products. Meizaya displays the latest and best
collections in an increasingly competitive business development, making Meizaya
continue to innovate day by day. This type of research is quantitative. The
population of this study was active customers using a sample of 100 respondents.
Data collection method by distributing questionnaires to respondents online using
google form.
Brand Awareness has a positive direction towards the Meizaya Veil Purchase
Decision. This is supported by the calculated value for Brand Awareness (X1) of
4,518 greater than the ttable value of 1,985 (2,916 > 1,985) and the sig value. The
t-test on Brand Awareness is less than 0.05 (0.004 < 0.05) and the Marketing Mix
has a positive direction towards the Meizaya Veil Purchase Decision. This is
supported by the calculated value for Marketing Mix (X2) of 2.019 greater than
the ttable value of 1.984 (6.268 > 1.984) and the sig value. t-test on Marketing
Mix from 0.05 (0.000 < 0.05). Brand Awareness and Marketing Mix together Kep
Meizaya Veil purchase messenger. This is supported by the calculated value
obtained of 226.033 greater than the ftable value of (226.033 > 3.93). |
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