Pengaruh Preferensi Merek, Brand Awareness dan Variasi Produk terhadap Keputusan Pembelian Marugame Udon di Tunjungan Plaza Surabaya. (The Influence of Brand Preference, Brand Awareness, and Product Variation on Marugame Udon Purchase Decisions at Tunjungan Plaza Surabaya).

Ulum, Halawatul (2025) Pengaruh Preferensi Merek, Brand Awareness dan Variasi Produk terhadap Keputusan Pembelian Marugame Udon di Tunjungan Plaza Surabaya. (The Influence of Brand Preference, Brand Awareness, and Product Variation on Marugame Udon Purchase Decisions at Tunjungan Plaza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

	Text ABSTRAK.pdf Download (1MB)
	Text BAB 1.pdf Restricted to Repository staff only Download (773kB) | Request a copy
	Text BAB 2.pdf Restricted to Repository staff only Download (585kB) | Request a copy
	Text BAB 3.pdf Restricted to Repository staff only Download (351kB) | Request a copy
	Text BAB 4.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Repository staff only Download (352kB) | Request a copy
	Text LAMPIRAN.pdf Download (1MB)
	Text LOA_IBNUSINA-GLORY _2819.pdf Download (483kB)
	Text GLORY+JULI+2025+Hal.+29-47 (1).pdf Restricted to Repository staff only Download (573kB) | Request a copy
	Text TURNITIN HALAWATUL ULUM.pdf Restricted to Repository staff only Download (10MB) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Text GLORY+JULI+2025+Hal.+29-47 (1).pdf Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)

Abstract

This study aims to analyze the influence of Brand Preference (X1), Brand Awareness (X2), and Product Variety (X3) on Purchase Decision (Y) among consumers of Marugame Udon at Tunjungan Plaza Surabaya. Marugame Udon is a Japanese fast food restaurant that has gained wide recognition in Indonesia, particularly in major cities such as Surabaya. With its open kitchen concept and authentic Japanese menu offerings such as udon and tempura, the restaurant competes in a highly competitive culinary market. Therefore, it is essential for Marugame Udon's management to understand the factors that influence consumer behavior in making purchasing decisions. This research employs a quantitative method with a descriptive approach, and data were collected through the distribution of online questionnaires (Google Forms) to 100 respondents who are customers or consumers that have previously made purchases at the Marugame Udon outlet in Tunjungan Plaza Surabaya. The data were analyzed using statistical tests to determine the influence of each variable. The results indicate that all three independent variables—Brand Preference (X1), Brand Awareness (X2), and Product Variety (X3)—significantly influence Purchase Decision (Y), both partially and simultaneously. Among them, Brand Preference (X1) is identified as the most dominant factor. Brand Awareness (X2) enhances purchase decisions by strengthening consumer recognition of the brand, while Product Variety (X3) provides menu flexibility that increases interest and satisfaction. These findings offer strategic recommendations for Marugame Udon to strengthen its brand image, enhance promotion, and maintain product innovation to improve consumer loyalty and purchase decisions.

Actions (login required)

View Item