KAULIKA, Aldannisa Wilona (2020) The Effect of Promotion Toward Brand Awareness and Brand Image and its Impact on Consumer Decision Making on UNSOED PRESS. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is aimed to test an empirical study on UNSOED Press. The study took The title: "The Effect Of Promotion Toward Brand Awareness and Brand Image and its Impact on Consumer Decision Making”. The purpose of this research is to know and find empirical evidence of the influence of Promotion, Brand Awareness, Brand Image on Consumer Decision Making. The population in this study were people who has an experience at Unsoed Press. The samples in this study were 200 person. Sample determination using the Structural Equation Modeling. The analysis tool used is sobel. Based on the results of the research and analysis of data shows that:(1) Promotion has a positive effect on consumer decision making. (2) Brand awareness mediate the influence of promotion on consumer decision making. (3) Brand image mediate the influence of promotion on consumer decision making. 4 Brand awareness has positive effect on consumer decision making. 5 Brand image has positive effect on consumer decision making.The implication of the conclusion above is, UNSOED Press has to build awareness among students or target market. Promotion must be improved such a improve their social media like instagram everyday.

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