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All Journal CESS (Journal of Computer Engineering, System and Science) Journal of Education Technology JURNAL MANAJEMEN BISNIS Nusantara Science and Technology Proceedings Journal of Computer, Electronic, and Telecommunication (COMPLETE) Naratif : Jurnal Nasional Riset, Aplikasi dan Teknik Informatika Al-Qisthu: Jurnal Kajian Ilmu-Ilmu Hukum Jurnal Penelitian Pendidikan Indonesia (JPPI)
Samin
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Religion Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Other

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Journal : JURNAL MANAJEMEN BISNIS

 1 
Analysis of Marketing Mix Strategies to Enhance Brand Awareness in Restaurants in Denpasar City Samin; Gede Sri Darma
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.980

Abstract

In an era of fierce competition and ever-changing consumer trends, a deep understanding of purchase intent is essential for a company's survival and growth. This study aims to examine the impact of marketing mix strategies on brand awareness in restaurants in Denpasar. The research employs a quantitative descriptive approach, involving 150 respondents. The results indicate that the marketing mix—comprising product, place, price, promotion, and service quality—positively influences brand awareness, particularly when moderated by digital marketing. Furthermore, increased brand awareness significantly affects customers' purchase decisions and repurchase intentions. Based on these findings, it is recommended that restaurant businesses focus on the factors of the marketing mix to enhance brand awareness, thereby influencing customers' purchase decisions and encouraging repurchase behavior.
Co-Authors Ade Kurniawan Agus Efendi Ahmad Ali Satia Desvita Aguilera Didik Setiyadi Gede Sri Darma Gunarhadi Laksono Trisnantoro Muhammad Zaenal Mutaqin Mutaqin, M. Zaenal Mutoffar, Muhamad Malik Saepudin Saepudin Slamet Raharjo Syahbaniar Rofiah Yunianto, Imam