Pengaruh Bauran Promosi dan Brand Awareness terhadap Minat Beli Topi Kulit Eervoleather

Muhammad Anza Bahrunsyah • Donant Alananto Iskandar

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(Bahasa Indonesia, 10 pages)

Abstract

The purpose of this research is to understand the influence of major promotions and brand awareness towardspurchase intention Eervoleather hat. The research is a quantitative research using the SPSS Statistik 20 program with 111 respondents which are students of General Soedirman Unversity who haveknown promotion activity from Eervoleather by using nonprobability sampling technique and Incidental Sampling. The result of hypothesis analysis show that promotion mix influence significantly to purchase intention; brand awareness influence significantly topurchase intention; and promotion mix and brand awareness have significant effect simultaneously to purchase intention.

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Journal

Jurnal Manajemen Strategi dan Aplikasi Bisnis

Jurnal Manajemen Strategi dan Aplikasi Bisnis is a journal in the study of the field of strategic... see more