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All Journal International Journal of Application on Economics and Business
Eldo Elmer Kharisma Widodo
Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF BRAND AWARENESS, PRICE PROMOTION ON PURCHASE INTENTION: MODERATING ROLE OF IMPULSIVE BUYING Eldo Elmer Kharisma Widodo; Sawidji Widoatmodjo
International Journal of Application on Economics and Business Vol. 4 No. 3 (2026): August 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i3.727-741

Abstract

The purpose of this study was to determine the effect of brand awareness, price promotions, and impulse buying on purchase intentions of various brands of ready-to-drink (RTD) coffee products sold in West Jakarta. This study used a quantitative method with a sample of 120 respondents randomly distributed by distributing questionnaires to 120 respondents in West Jakarta who had purchased well-known brands of coffee. Based on primary data from 120 respondents, the results of the study indicate that brand awareness has a positive effect on purchase intentions, price promotions have a positive effect on purchase intentions, and impulse buying has a positive effect on the relationship between brand awareness and purchase intentions. Impulsive buying has a positive effect on the relationship between price promotions and purchase intentions. This study proves that RTD consumer purchase intentions can be influenced by the variables of brand awareness, price promotions, and impulse buying.
Co-Authors Sawidji Widoatmodjo