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THE EFFECT OF BRAND AWARENESS AND PROMOTION STRATEGY ON PURCHASING DECISIONS AT ITB PRESS

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Abstract
This study aims to analyze the effect of brand awareness and promotional strategies on purchasing decisions for ITB Press products. The research method uses a quantitative approach with data collection techniques through a questionnaire using a 5-point Likert scale. Data were analyzed using SPSS version 29 with validity, reliability, normality, and multiple linear regression tests. Simultaneously, the results of the study prove that brand awareness and promotional strategies together have a significant effect on purchasing decisions. Partially, both variables also showed a positive and significant influence on purchasing decisions at ITB Press, with promotional strategies making a more dominant contribution than brand awareness. The findings provide practical implications for ITB Press to optimize integrated marketing strategies with a focus on strengthening digital promotions and increasing brand awareness.
Keywords: Brand Awareness, Promotion Strategy, Purchase Decision, ITB Press

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

Jurnal/S1/MM/37/SHE/2025

Penerbit

Mojokerto : ndonesian Interdisciplinary Journal of Sharia Economics (IIJSE)., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

2621-606X

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 8. No. 3

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

Versi lain/terkait

Lampiran Berkas

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