The analysis of alienware brand awareness toward purchase decision making
The first purpose of this research is to analyze the level of Brand Awareness of Alienware consumers toward Purchasing Decision Making. The second purpose is to analyze the most influential factor in Purchase Decision Factor, and the last purpose is to analyze the correlation between Brand Awareness and its Purchasing Decision. To support this thesis, the author made an interview with the General Manager of one of Alienware retail store in South Jakarta and handed 100 questionnaires to target market As a result, Situational Factor found to be the most influencing factor in Alienware consumer Purchasing Decision toward Brand Awareness. This research also found that the level of Brand Awareness is high for Alienware target market. The last result from this research, the author finally concludes that there is a correlation between Brand Awareness and Purchasing Decision Making.
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