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All Journal COUNT: Journal of Accounting, Business and Management
Haqiqi Layyin
Program Studi Magister Manajemen, Program Pascasarjana, Universitas Pamulang
Economics, Econometrics & Finance

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THE ROLE OF PROMOTION, BRAND AWARENESS AND TRUST IN PURCHASE DECISIONS AND THEIR IMPACT ON CONSUMER SATISFACTION OF THE BOGER CERAMIC BRAND AT CV BARETTA CEMERLANG BOGOR Haqiqi Layyin; Nurmin Arianto; Surya Budiman
Count : Journal of Accounting, Business and Management Vol. 3 No. 4 (2026): COUNT: Journal of Accounting, Business and Management
Publisher : CV. Fahr Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61677/count.v3i4.977

Abstract

This study looks at how brand awareness, trust, and marketing affect consumer satisfaction with the Boger Ceramic brand at CV Baretta Cemerlang Bogor. A quantitative explanatory and associative design was used in the investigation. 225 respondents were chosen using the Slovin technique and purposive selection from a population of 512 Boger customers between 2020 and 2024. SEM-PLS with SmartPLS 4.0 was used to analyze the data, which were gathered via surveys, interviews, and observations. The data reveals that marketing has no meaningful influence on purchase decisions or consumer satisfaction. On the other hand, according to the findings of the thesis testing, brand awareness has a positive and substantial impact on both purchase decisions and customer happiness, whereas trust has a positive and large impact on both. Customer happiness is favorably and dramatically impacted by purchasing decisions. While brand knowledge and trust have a considerable indirect impact on purchase decisions, marketing has a negligible indirect impact. The results indicate that in the market for personalized ceramic dinnerware, building customer confidence and brand memory is more strategically important than depending solely on transient marketing initiatives.
Co-Authors Budiman, Surya Nurmin Arianto