Analisis Pengaruh Brand Awareness Terhadap Keputusan Pembelian Konsumen Martabak Mandor (Studi Kasusu Pada Masyarakat Bengkalis)

This study aims to analyze respondents' responses regarding Brand Awareness, analyze respondents' responses regarding purchasing decisions, and to analyze the influence of Brand Awareness on consumer purchasing decisions of Martabak Mandor. This study uses quantitative data. This type of research is associative research. The sampling technique used in this study is non-probability sampling, with the number of respondents as many as 100 respondents and using primary data sources (questionnaires). The analysis method used is simple linear analysis. The correlation coefficient is positive and has a value of 0.771. A simple linear equation that has a positive value at Y = 20.386 + 0.836. and for the calculation of the significance test of the Brand Awareness variable of 0.000 <0.05 has a positive and significant effect on purchasing decisions where t count 11.992 is greater than t table 1.984 and is significant, which means Brand Awareness has a significant and positive effect on purchasing decisions, namely Ha is accepted. For the R-Square determination test value of 0.595, it shows that 59.5% have variations in purchasing decisions that can be explained by Brand Awareness, while 40.5% are influenced by other variables outside the research.