PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI KESADARAN MEREK TEPUNG PREMIKS CHESA BOGASARI DI SURABAYA

SUKMA, RIVAN BELLA (2019) PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI KESADARAN MEREK TEPUNG PREMIKS CHESA BOGASARI DI SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

This study was conducted with the aim of knowing and understanding the effect of sales promotions on purchasing decisions through brand awareness of the Chesa Bogasari premix flour. The sample in this study was taken using nonprobability sampling method, namely purposive sampling with a total of 80 respondents. The research data was obtained by direct observation using a questionnaire instrument. The data analysis used in this study is path analysis. The results showed that sales promotion did not affect brand awareness, and brand awareness had no effect on purchasing decisions. While sales promotion has a positive and significant effect on the purchase decisions of Chesa Bogasari premix flour. According to the results of the Sobel test, there is no mediating effect between sales promotion and purchasing decisions through brand awareness. Keywords: Sales Promotion, Purchasing Decision, Brand Awareness, Path Analysis

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Promosi Penjualan, Keputusan Pembelian, Kesadaran Merek, Path Analysis
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	16 Dec 2019 04:24
Last Modified:	14 Dec 2022 08:54
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1256

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