Apakah brand awareness mampu memoderasi promosi, kualitas produk dan inovasi terhadap keputusan pembelian?

Abstract

Abstract. This study aims to examine whether brand awareness is able to moderate promotional activities, product quality and product innovation in increasing consumer purchasing decisions. The research was conducted at PT Jamus Baladewa Nusantara, the pioneering business of sofa product craftsmen. Quantitative research methods causal associative approach. Data collection was carried out using a questionnaire on 151 respondents, using a purposive sampling technique. Data analysis using the Smart PLS 3.0 program. The results of the study prove that the moderating variable of brand awareness is insufficient evidence to moderate promotional activities, product quality, and product innovation towards increasing consumer purchasing decisions. However, brand awareness has been proven to be significantly capable of acting as a predictor in increasing consumer purchasing decisions.The results of this study provide benefits in an effort to increase purchasing decisions, namely by increasing promotional activities, improving product quality, and enforcing brand awareness as a predictor.Keywords: Brand Awareness; Buying Decision; Innovation; Promotion; Product Quality Abstrak. Penelitian ini bertujuan untuk mengkaji, apakah brand awareness mampu memoderasi aktifitas promosi, kualitas produk dan inovasi produk dalam meningkatkan keputusan pembelian konsumen. Penelitian dilakukan pada usaha rintisan pengrajin produk sofa PT Jamus Baladewa Nusantara. Metode penelitian kuantitatif pendekatan asosiatif kausal. Pengumpulan data dilakukan dengan kuesioner pada 151 responden, menggunakan teknik purposive sampling. Analisis data menggunakan program Smart PLS 3.0. Hasil penelitian membuktikan bahwa variabel moderasi brand awareness, tidak cukup bukti mampu memoderasi aktifitas promosi, kualitas produk, dan inovasi produk terhadap peningkatan keputusan pembelian konsumen. Namun brand awareness terbukti secara signifikan mampu berperan sebagai prediktor dalam meningkatkan keputusan pembelian konsumen. Hasil penelitian ini memberikan manfaat dalam upaya meningkatkan keputusan pembelian, yaitu dengan cara meningkatkan aktifitas promosi, meningkatkan kualitas produk, dan memberlakukan brand awareness sebagai prediktor.Kata kunci: Inovasi; Keputusan Pembelian; Kesadaran Merek; Kualitas Produk; Promosi

The Influence of e-Promotion, Trust, Convenience, and e-WOM on Purchase Decision with Consumer Behavior as a Mediator

“…The purchase decision consists of stages in the consumer process, starting with recognizing needs and desires, seeking product information, evaluating and assessing products, which leads to the consumer's decision to make a purchase, followed by postpurchase consumer behavior, ultimately providing a solution to the product or service problem (Prastowo, 2023).…”