| NIM | C1H016014 |
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| Namamhs | ALDANNISA WILONA KAULIKA |
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| Judul Artikel | THE EFFECT OF PROMOTION TOWARD BRAND AWARENESS AND BRAND IMAGE AND ITS IMPACT ON CONSUMER DECISION MAKING |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menguji studi empiris pada UNSOED Press. Penelitian ini mengambil judul “Pengaruh Promosi Terhadap Kesadaran Merek dan Citra Merek Serta Dampaknya Terhadap Pengambilan Keputusan Konsumen.” Tujuan penelitian ini adalah untuk mengetahui dan menemukan bukti empiris pengaruh Promosi, Kesadaran Merek, Citra Merek terhadap Pengambilan Keputusan Konsumen. Populasi dalam penelitian ini adalah orang-orang yang memiliki pengalaman di Unsoed Press. Sampel dalam penelitian ini berjumlah 200 orang. Penentuan sampel menggunakan Structural Equation Modeling. Alat analisis yang digunakan adalah sobel. Berdasarkan hasil penelitian dan analisis data menunjukkan bahwa: (1) Promosi berpengaruh positif terhadap pengambilan keputusan konsumen. (2) Kesadaran merek memediasi pengaruh promosi terhadap pengambilan keputusan konsumen. (3) Citra merek memediasi pengaruh promosi terhadap pengambilan keputusan konsumen. 4 Kesadaran merek berpengaruh positif terhadap pengambilan keputusan konsumen.5 Citra merek berpengaruh positif terhadap pengambilan keputusan konsumen. Implikasi dari kesimpulan di atas adalah, UNSOED Press harus membangun kesadaran di kalangan pelajar atau target pasar. Promosi harus ditingkatkan seperti media sosial seperti instagram sehari-hari |
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| Abtrak (Bhs. Inggris) | This research is aimed to test an empirical study on UNSOED Press. The study took The title: "The Effect Of Promotion Toward Brand Awareness and Brand Image and its Impact on Consumer Decision Making”. The purpose of this research is to know and find empirical evidence of the influence of Promotion, Brand Awareness, Brand Image on Consumer Decision Making. The population in this study were people who has an experience at Unsoed Press. The samples in this study were 200 person. Sample determination using the Structural Equation Modeling. The analysis tool used is sobel. Based on the results of the research and analysis of data shows that:(1) Promotion has a positive effect on consumer decision making. (2) Brand awareness mediate the influence of promotion on consumer decision making. (3) Brand image mediate the influence of promotion on consumer decision making. 4 Brand awareness has positive effect on consumer decision making. 5 Brand image has positive effect on consumer decision making.The implication of the conclusion above is, UNSOED Press has to build awareness among students or target market. Promotion must be improved such a improve their social media like instagram everyday |
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| Kata kunci | Promotion, Brand Awareness, Brand Image, Consumer Decision Making |
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| Pembimbing 1 | Dr. Siti Zulaikha Wulandari, S.E, M.Si. |
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| Pembimbing 2 | Dr. Weni Novandari, S.E, M.M. |
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| Pembimbing 3 | Prof. Dr. Suliyanto,S.E, M.M. |
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| Tahun | 2020 |
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| Jumlah Halaman | 16 |
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| Tgl. Entri | 2020-09-15 22:40:16.287121 |
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