DOI: 10.36347/sjahss.2018.v06i02.030

Pages: 487-498

Teh Botol Sosro, produced by PT. Sinar Sosro, is the first brand of ready-to-drink tea in Indonesia that has been developed and maintained for decades. The number of competitors make Bottle Sosro Tea remains firm in fighting in the soft drink market. This study aims to analyze the effect of product quality on partial purchasing decisions, pricing on partial purchasing decisions, brand awareness of partial purchasing decisions, and product quality, price, and brand awareness simultaneously. The population of this research is visitor of Giant Mall Permata Tangerang. While the sample is the respondents who shop Bottle Sosro Tea. The average visitor who bought Bottle Sosro Tea at Giant Mall Permata Tangerang was 1,200. Thus obtained respondents to be observed with the Slovin formula is 100 respondents. Quantitative analysis method using multiple linear regression analysis, followed by determination analysis (R Square), partial hypothesis testing (t test) and simultaneous (F test) with alpha 5 percent (0,05). Prior to further analysis, data quality and classical assumption test are done. Analytical tool using SPSS version 23.0 for windows. The result of this research shows that product quality influence to partial purchasing decision, price influence to partial purchasing decision, brand awareness influence partial purchasing decision, and product quality, price, and brand awareness influence simultaneous purchasing decision on Sosro Bottle Tea product at Giant Mall Permata Tangerang.