Brand Awareness dan Brand Image pada Keputusan Pembelian di Komunitas Online Yoga Sukhavenue

Dhara Hanifa Salsabila; Lingga Yuliana

doi:10.55681/jige.v7i4.7214

Authors

Dhara Hanifa Salsabila Universitas Paramadina, Indonesia
Lingga Yuliana Universitas Paramadina, Indonesia

DOI:

https://doi.org/10.55681/jige.v7i4.7214

Keywords:

Brand Awareness, Brand Image, Purchase Decision, Yoga Community, Digital Wellness

Abstract

Transformasi digital telah mendorong perkembangan komunitas wellness berbasis online, termasuk komunitas yoga, sehingga kekuatan merek menjadi penting dalam mempengaruhi keputusan konsumen. Penelitian ini bertujuan menganalisis pengaruh brand awareness dan brand image terhadap keputusan pembelian pada komunitas yoga online Sukhavenue di kawasan Cikarang. Penelitian menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 140 responden yang mengetahui merek Sukhavenue dan berdomisili di Cikarang dan sekitarnya. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan Partial Least Squares melalui SmartPLS 4.1.0.0. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand image juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand image menunjukkan pengaruh yang relatif lebih kuat dibandingkan brand awareness. Temuan ini menunjukkan bahwa pengenalan merek perlu diikuti dengan pembentukan citra merek yang positif dan pengalaman komunitas yang konsisten untuk mendorong keputusan konsumen mengikuti kelas yoga.

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