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Abstract
This research aims to analyze the influence of brand awareness and promotion on purchasing decisions of MACS stationery products in West Java. The study uses a quantitative approach with a descriptive and verification method. Data were collected through questionnaires distributed to a population consisting of MACS consumers in West Java. Using non-probability sampling with purposive sampling technique, a total of 100 respondents were selected as the sample. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software version 26. The results showed that both brand awareness and promotion have a positive and significant influence on consumer purchasing decisions. The coefficient of determination (R²) indicates that 39.3% of the variation in purchasing decisions is explained by the two independent variables, while the remaining 60.7% is influenced by other factors not examined in this study. The findings highlight the importance of strengthening brand awareness and implementing effective promotional strategies to increase consumer purchasing behavior
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References
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References
Angipora, M. P., & Pemasaran, D. D. (2002). Jakarta: PT. RajaGrafindo Persada.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Baker, M. J. (Ed.). (2001). Marketing: critical perspectives on business and management (Vol. 2). Taylor & Francis.
Dayanti, I., Apriyani, H., & Usman, O. (2018). Influence of promotion through social media instagram, brand awareness, brand equity, brand loyalty to purchasing decisions. Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions (December 27, 2018).
Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14.
Hermiyenti, S., & Wardi, Y. (2019, April). A literature review on the influence of promotion, price and brand image to purchase decision. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 254-261). Atlantis Press.
Irzandi, M. A. H., Suharyono, & Arifin, Z. (2017). Pengaruh ekuitas merek terhadap minat beli dan dampaknya pada keputusan pembelian. Jurnal Administrasi dan Bisnis (JAB), 51(1).
Juliana, S., & Sihombing, S. O. (2019). Pengaruh penempatan produk dan kesadaran merek terhadap niat membeli. Jurnal Manajemen dan Pemasaran Jasa, 12(1), 19. https://doi.org/10.25105/jmpj.v12i1.3702
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education
Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition. Harlow : Pearson. Education Limited
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
Ningsih, S., & Pradanawati, S. L. (2021). The Influence Of Brand Image, Price And Promotion On Purchase Decision (Case Study on Gea Geo Store). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 1769-1780.
Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632.
Swastha, B., & Irawan, D. H. (2013). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Winadi, J. S. (2017). Hubungan word of mouth dengan brand awareness teh kotak (Doctoral dissertation, Petra Christian University).