PENGARUH PERSONAL SELLING, SALES PROMOTION & ADVERTISING TERHADAP BRAND AWARENESS (Studi Pada Konsumen Produk Tupperware di Kabupaten Jayapura)

Penulis

  • Taufiq Akbar Institut Agama Islam Negeri Fattahul Muluk Papua
  • Muhammad Ali Universitas Amal Ilmiah Yapis Wamena

Kata Kunci:

sales promotion, Brand Equity and Structural Equation Model (SEM).

Abstrak

Personal selling is a direct communication between paid and prospected representatives that lead to transactions, customer satisfaction, and beneficial relationships. Sales promotion is a form of strategy of a company, institution, organization that is designed and structured to stimulate the purchase of a particular product or service more quickly and more widely by consumers. Advertising is an effort and effort to attract the attention of potential customers or clients conveyed through persuasive messages or media. Meanwhile, brand awareness "is the ability of a customer to remember a particular brand or a particular ad spontaneously or after being stimulated by the key words. Purchasing decisions are individual activities that are directly involved in making decisions to purchase products or services offered by sellers.This research is a quantitative research using 184 consumers/customers. Processing and distribution of data in this study were analyzed using path analysis with the AMOS/Structural Equation Model (SEM) program. The results showed that sales promotion had a positive and significant effect on brand equity (cr = 2.883: p = 0.040).

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Diterbitkan

2022-06-30

Cara Mengutip

Akbar, T., & Ali, M. (2022). PENGARUH PERSONAL SELLING, SALES PROMOTION & ADVERTISING TERHADAP BRAND AWARENESS (Studi Pada Konsumen Produk Tupperware di Kabupaten Jayapura). Jurnal SEGE, 1(2), 43 - 55. Diambil dari http://sege.unaim-wamena.ac.id/index.php/sege/article/view/13