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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS)
Al Hilal Akbar Ferdynanda
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Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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PROMOTION STRATEGY AND WORD OF MOUTH ON PURCHASE DECISIONS WITH BRAND AWARENESS AS A MODERATING VARIABLE ON BEZZIE MINI SOCCER Al Hilal Akbar Ferdynanda; Endang Sulistya Rini; Syahyunan
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 6 (2025): November
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i6.4964

Abstract

This study aims to analyze the influence of promotional strategies and word of mouth on purchase decisions, with brand awareness as a moderating variable at Bezzie Mini Soccer. Competition in the sports industry, particularly in mini soccer field rentals, is becoming increasingly intense, requiring effective marketing strategies to sustain and enhance consumer purchasing decisions. The research adopts a quantitative approach through a survey method involving 85 respondents who have previously used Bezzie Mini Soccer's services. The data analysis technique employed is Structural Equation Modeling – Partial Least Square (SEM-PLS). The results indicate that both promotional strategies and word of mouth have a positive and significant effect on purchase decisions. Brand awareness also significantly influences purchase decisions and moderates the relationship between promotional strategies and word of mouth with purchase decisions. These findings highlight the importance of consistent promotion, positive recommendations, and strong brand awareness in shaping consumer purchasing behavior.
Co-Authors Endang Sulistya Rini Syahyunan