PENGARUH BAURAN PEMASARAN DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK POND’S

Abstract

Hypermart company is a retailer and department store that started operating since 2004. This research aims to examine the influence of marketing mix and brand awareness on Hypermart PTC Surabaya consumers. The population in this research is the consumer who had made a purchase in Hypermart store located within the mall of PTC Surabaya. Sampling technique using purposive sampling with the number of samples of 100 respondents. The analysis method used is multiple linear regression analysis. The test results show that the product has a significant and positive influence on the purchasing decisions because pond's products have good quality. Price variables have a significant and positive influence on purchasing decisions in the presence of an affordable price. Promotional variables have a significant and positive impact on purchasing decisions because they have a good promotional strategy. Location variables have a significant and positive impact on purchasing decisions because they are easy to reach sales locations. Brand awareness variables have a significant and positive impact on purchasing decisions because of the better level of brand awareness. The implications of the study concluded that the decline or increase in purchasing decisions of Hypermart companies can be influenced by the marketing mix and brand awareness. We recommend that company management consider the marketing mix and brand awareness. This is because considering the number of new beauty products emerging, so the company should further improve purchasing decisions to be optimal.
Keywords: Marketing brand awareness mix and purchase decision.