DAMPAK PROMOSI, BRAND AWARENESS DAN PEMILIHAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT SAKIT KEPALA

  • Andrian Andrian Fakultas Ekonomi, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia

Abstract

The purpose of this research is to identify and understand the variables that can influence to purchasing decision through promotion, brand awareness, and choosing distribution channel on consumers of headache medicine of Paramex in retail stores in Duren Jaya area of Eastern Bekasi district. This research uses a quantitative approach by distributing questionnaires to 75 respondents of Alfamarts and Indomarets loyal customers. Data analysis method used in this research is using SPSS version 22 which include validity, reliability, multicollinearity, heteroskedasticity, Kolmogorov-Smirnov, multiple regression, F test, and t-test, and  also determination coefficient (R2) analysis. Keywords: promotion, brand awareness, distribution, intention to purchase

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Published
2018-06-30
Section
Articles