PENGARUH BRAND AWARENESS DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI KONSUMEN PADA MAHASISWA INSTITUT TEKNOLOGI DAN BISNIS NOBEL INDONESIA

Hardita Ariyani, 2022. The Effect of Brand Awareness and Online Customer Review on Consumer Purchase Interest in Students of Institute Technology and Business
Nobel Indonesia, supervised by Andi Widiawati and Nurkhalik Wahdanial Asbara.
This study aims to (1) to determine the effect of Brand Awareness on consumer purchase interest in students of ITB Nobel Indonesia (2) to determine the effect of Online Customer Review on consumer purchase interest in students of ITB Nobel Indonesia (3) to test and analyze the effect of Brand Awareness and Online Customer Review simultaneously on consumer purchase interest in students of ITB Nobel
Indonesia. The sample of this research was 67 respondents from students ITB Nobel Indonesia class 2021. This study used a multiple liniear regression analysis with data
collection using a questionnaire.
Base on data analysis, the results of the study showed that simultaneously Brand Awareness and Online Customer Review has positive and significant effect on consumer purchase interest and the indicators in this study are valid and reliable. In the classical assumption test, the data is normally distributed, multicollinearity and heteroscedasticity did not occur. In the hypothesis test, Brand Awareness has a positive and significant effect on consumer purchase interest, while Online Customer
Review do not have a positive and significant effect on consumer purchase interest.