The Effect of Promotion Mix on the Purchasing Decisions of Kaluna Living Pillows with Brand Awareness as an Intervening Variable

Abstract

The purpose of this study was to determine the effect of the promotion mix on the decision to purchase Kaluna Living pillows with brand awareness as an intervening variable. The sample in this study was 96 Kaluna Living consumers, where the non-probability technique used in this study was purposive sampling. The independent variable was the promotion mix, while the dependent variables were brand awareness and purchasing decisions. Data collection was conducted using a questionnaire. The data were analyzed using the Partial Least Square-Structural Equation Model (SEM) with partial least square (PLS) path analysis using the Smart PLS 3.0 software. The results showed that the promotion mix had a positive and significant effect on brand awareness; brand awareness had a positive and significant effect on purchasing decisions; the promotion mix had a positive and significant effect on purchasing decisions; and brand awareness was able to mediate part of the influence of the promotion mix on the purchasing decisions with a VAF value of 30.3%.
 Keywords: promotion mix, brand awareness, purchase decisions, accessories home, creative industries