PENGARUH PROMOSI DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH BRAND AWARENESS (Studi pada konsumen Bali Square Pie di Kabupaten Badung)

Abstract

This aims of this research are to determine the effect of promotion and packaging on purchase decision, the effect of promotion and packaging on brand awareness, the effect of brand awareness on purchase decision, and mediating effect of band awareness. The research was done on customers of Bali Square Pie. The sample’s used were 100 respondents that was chosen by purposive sampling method. Data collection is done by distributing quetionnaires. The technique for analyzing the data is using path analysis with SPSS. The result of this research indicated that promotion and packaging has positive significant effect on purchase decision, promotion and packaging has positive significant effect on brand awareness, brand awareness has positive significant effect on purchase decision, and also the effect of promotion and packaging on purchase decision is madiated by brand awareness. In orded to increase purchase decision of Bali Square Pie consumers in Badung Districs, Bali. The owner of Bali Square Pie is able to continuously doing innovations, by prioritizing promotional excellence, packaging excellence, and the company success in creating brand awareness among its consumers.
 Keywords: promotion, packaging, purchase decision, brand awareness