Analysis of factors influencing consumer’s buying decision of teh pucuk harum
Results of this research showed that all factors, i.e. buying decision, artist, television advertising media, price, and product quality gave significant effects on brand awareness. Meanwhile, total effect of variables artist, television advertisement media, price product quality on buying decision through brand awareness gives significant effect. Research method is illustrated by path analysis to easily observe the impacts that are being studied. The cause and effect path was established from variables being used.