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Journal : Innovative: Journal Of Social Science Research

Strategi Peningkatan Keputusan Pembelian Melalui Brand Awareness Sebagai Variabel Intervening Rahmawati, Novia; Kurniawan, Bayu; Putri, Noventia Karina
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11807

Abstract

Every business experiences ups and downs in sales, so this research aims to test strategies for increasing purchasing decisions through brand awareness as an intervening variable at Kedai Big Ali. This research uses the SmartPLS 4.0 program. The sample that has been determined is 96 using a non-probability sampling method, purposive sampling type. The results of data analysis show that digital marketing has no effect on brand awareness, promotion has no effect on brand awareness, innovation has an effect on brand awareness, innovation has an effect on purchasing decisions, digital marketing has no effect on purchasing decisions, brand awareness has an effect on purchasing decisions, promotion has an effect on purchasing decisions, digital marketing has no effect on purchasing decisions through brand awareness as an intervening variable, promotion has no effect on purchasing decisions through brand awareness as an intervening variable, innovation has an effect on decisions purchases through brand awareness as an intervening variable.
Co-Authors Adi Sucipto, Adi Agung Prayudha Hidayat Ahmad Farhan Ahmad Farhan, Ahmad Anggraeni, Desvita Annisa Kartinawati Antoni, Febia Garcia Ariyanto, Erika Estry Auliandari, Tasya Ayu Yulia Sari Azmi, Zul Bambang Cholis Bayu Kurniawan Cholis S, Bambang dandes rifa Dandes Rifa, Dandes Daniati Puttri Dardanella , Derry Dardanella, Derry Darmawati, Elyas Desiyanti, Rika Dewi, Farida Ratna Dian Mardi Safitri Didien Suhardini Doni Yusri Dwi Fitri Puspa Etika Emaliyawati Fadhilah, Muhammad Fikri Fany Apriliani Fatimah, Anugrah Nur Fauziati, Popi Fitria , Reza Hamdi, Mukhlizul Hamzah, Zulfadli Handayani, Annisa Yuniar Hendri Wijaya, Hendri Heviawati, Sari Hidayat, Nabila Nur Fadilah Hrp, Miftahul Jannah Husna, Nailal Iesyah Rodliyah Ika Wahyu Utami Ilona, Desi Indrawan, Purana Iveline Anne Marie Iwan Purwanto Jati Pangestu, Fattah Karimi, Kasman Kosim Kosim Kusmita, Riya Liza Murniviyanti, Liza Lubis, Hilda Zahra M Tazri Maksum, Apid Hapid Martino Luis Masithoh, Cinthya D. Muhammad Fajri Saputra Muhammad Zaini Mutiarasani, Anjani Nadia Nadia Nainggolan, Najwa S. Negara, Yohanes Ardian Kapri Neva Novianti Nora Azmi Noventia Karina Putri Novita Sari, Julia Nugraha, Asep Erik Nuraeni, Nopi Nurdianto, Arif Rahman Nurhuda Nurhuda Nursiswati Nursiswati Ocsadira, Kaila F. Octavianus Tampubolon, Joshua Nathanael Pangestu, Fattah Jati Prajawanti, Kadeq Novita Pratiwi, Evi Sukma PUDJI ASTUTI Putri, Annie Mustika Putri, Nurul Hikmah Rafandita, Aurelia Rahman, Muhammad Alief Ramadani, Amelia RATNAWATI Ria Sansitika, Desy Riska Wulandari, Riska Risna Risna, Risna Riyanti, Henni Runi Anjeli Samiono, Bambang Eko Sandra Pebrianti Sansitika, Desy Ria Sejati, Femmy Aditya Purnama Sesar Husen Santosa Shambodo, Yoedo Siboro, Maria Lestari Sinaga, Annisa Nauli Sinaga, Antonya Rumondang Siti Rahmi, Siti Siti Sarifah Sugiharto, Firman Suhendi Irawan Sukaris Suryadi, Nanda Sutrisno, Sutrisno Syafitri, Ardyanti Syarif, Muh Theresia Eriyani Titin Sutini, Titin Ulandari, Sri Unawekla, Stevanny Debby Utari Dewi, Trie Winnie Septiani Yeasy Darmayanti Yudianto, Kurniawan Yulianita, Henny Yulianti, Yuna Yunanto, Dyanchalenda H. Yunilma, Yunilma Zainap Hartati, Zainap Zaitul Zaitul Zidan, Akhfas