Strategi Peningkatan Keputusan Pembelian Melalui Brand Awareness Sebagai Variabel Intervening

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.