Authors : Maulidina Ramadhani, Alugoro Mulyowahyudi

Volume/Issue : Volume 5 - 2020, Issue 3 - March

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/3bHBtsW

Abstract : The study aims to examine and analyze the influence of brand awareness, product quality, and advertising on social media towards customer use decisions at the BawaBerkah.org as a fundraising company. By using incidental sampling techniques, this study succeeded in gathering as many as 96 people who were willing to become research respondents. The method of analysis used in this study is by multiple linear regression analysis using SPSS 25.0. The results of this study indicate that the variables of brand awareness, product quality, and social media support positively towards customer use decisions. Partially, the variables of brand awareness, product quality, and social advertising media show a significant influence on customer use decisions. Meanwhile, the variables of brand awareness, product quality, and advertising social media have a significant influence on customer use decisions. While the dominant variable on the decision to use the service is the product quality variable.

Keywords : Brand Awareness, Product Quality, Social Media Advertising, Buying Decisions, Crowdfunding.