PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI (STUDI PADA KONSUMEN ALFAMART DI KECAMATAN GAYUNGAN, SURABAYA)
Abstract: Alfamart is one of
convenience store in Indonesia. This Alfamart convenience store, always doing
sales promotion to create brand awareness in customers memory. Purpose of this
study is to analyze and discuss the effect of sales promotion on purchasing
decision with brand awareness as an mediation variable. This research is a
causal research that kind of conclusively research. Respondents in this study
were women and men aged minimal 19 years old and who buying on Alfamart in
Gayungan Districts, Surabaya. The sampling method is non-probability sampling
and sampling techniques using judgmental sampling. Data collection techniques
used in this study was a questionnaire, while data analyze using path analysis
with AMOS program. The results of this study showed that sales promotion has
direct effect on brand awareness and purchasing decision, but brand awareness
as an mediation don’t has direct effect on purchasing decision. The test
results of mediation between dependent and independent variables through
intervening variables not proved.
Keywords: Sales Promotion,
Brand Awareness, Purchasing Decision
Penulis: WINDY ARI
Kode Jurnal: jpmanajemendd180450
