PENGARUH BRAND AWARENESS DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK OVO (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI PROGRAM STUDI MAGISTER MANAJEMEN UNIVERSITAS SRIWIJAYA)

MUTIANSYAH, MUHAMMAD FADLI and Isnurhadi, Isnurhadi and Ahmad, Maulana (2022) PENGARUH BRAND AWARENESS DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK OVO (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI PROGRAM STUDI MAGISTER MANAJEMEN UNIVERSITAS SRIWIJAYA). Master thesis, Sriwijaya University.

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Abstract

This study aims to analyze the role of brand awareness and sales promotion in purchasing decisions for OVO products among students of the Faculty of Economics, Master of Management Study Program, Sriwijaya University. The population in this study were students of the Master of Management study program at Sriwijaya University. The sample in this study amounted to 100 respondents who came from Master of Management students. The results of multiple linear analysis show that brand awareness has a positive influence on purchasing decisions. Sales promotions also have a positive influence on purchasing decisions. In the brand awareness variable, OVO must further maximize the increase in brand awareness for its users to be able to create product loyalty and continue to make OVO the top of mind among other digital payment products. The sales promotion variable must also be considered by OVO in the future so that it can take back users who have switched to using other digital payment products. This is also one of the effects of a larger promotion carried out by OVO's competitors which causes user switching.

Item Type:	Thesis (Master)
Uncontrolled Keywords:	Brand Awareness, Sales Promotion, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Muhammad Fadli Mutiansyah
Date Deposited:	19 Jan 2023 03:00
Last Modified:	19 Jan 2023 03:00
URI:	http://repository.unsri.ac.id/id/eprint/86563

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