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All Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Disrupsi Bisnis Jurnal PKM Manajemen Bisnis PENGABDIAN SOSIAL Golden Ratio of Data in Summary Journal of Research and Publication Innovation Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi AMANAH : Jurnal Ilmiah Ilmu Manajemen
Andalusi, Ratih
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Golden Ratio of Data in Summary

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The Influence of Brand Awareness and Promotion on Purchase Decisions of MACS Stationery Products in the West Java Region, Indonesia Irfanudin, Ahmad Maulana; Andalusi, Ratih
Golden Ratio of Data in Summary Vol. 5 No. 3 (2025): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i3.1215

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
Co-Authors Ahmad Maulana Irfanudin Irfanuddin, Ahmad Maulana JAMIL, ISMAIL Kurniawaty, Erlita Nadia Noryani, Noryani Retno Wulansari SULISTIANI, SINTA