Pengaruh Status Pionir dan KesadaranMerek terhadap Keputusan Pembelian Minuman Ringan Minute Maid Pulpy Orange.

This study aims to determine and analyze the influence of pioneer status(XI) and brand awareness (X2) on purchase decisions (Y) Minute Maid softdrinks Pulpy Orange at the Faculty of Economics Department of ManagementUSU.This type of research is the study according to the explanatory level, wherethis research can be assessed according to its level based on the goals and objects.The population in this study were students of the Faculty of EconomicsDepartment of Management and USU is used as a sample of 138 students whohad consumed soft drinks Minute Maid Orange Pulpy at least 1 time a month.Data analysis methods used is descriptive method and quantitative method thatuses multiple linear regression analysis. Data processed using SPSS 16.0 forwindows.The results showed that the variable status of pioneer brand and brandawareness has positive and significant impact on purchasing decisions MinuteMaid soft drinks Pulpy Orange at the Faculty of Economics Department ofManagement USU.The conclusion of this study can be viewed on the coefficient ofdetermination (R ²), obtained the value R of 0.704, which means that therelationship between the status of pioneer brand and brand awareness to purchasedecision for 70.4%, meaning that the relationship between variables closely.Adjusted R square value of 0.488 means 48.8% variable purchase decision can beexplained by the variable status of pioneer brand and brand awareness. While therest of 51.2% can be explained by other variables not examined in this study.Based on test simultaneously, the variable status of pioneer brand and brandawareness together significantly influence the purchase decision. Based on thepartial test variable brand awareness is the most dominant variable influencing thepurchase decisions of soft drinks at Minute Maid Orange Pulpy students of theFaculty of Economics Department of Management USU.