EVALUASI BAURAN PROMOSI TERHADAP BRAND AWARENESS DAN KEPUTUSAN MELANJUTKAN STUDI DI UNIKA SOEGIJAPRANATA

Abstract

This research entitled The Evaluation of Promotion Mix to Brand Awareness and The Decision to Continue Study at Soegijapranata Catholic University Semarang (SCU). The purpose of this research is to know the influence of promotion mix to brand awareness and to the decision to continue study, and brand awareness to mediating relationship for both variables. The type of the research is explanatory, the aims to determine the influence between the variables in this research. The sample of the research are new students of SCU Semarang who have done registration process for the new academic year 2017/2018. There are 85 respondents by using simple random sampling technique. Data analysis using The multiple linear regression is used to analyze the data to investigate the influence of independent variable to dependent variable, and also sobel test as intervening variable role method. The results of data analysis found that advertising, sales promotion, and personal selling partially or individually have a positive effect on brand awareness of SCU. Advertising, sales promotion, and personal selling simultaneously or together significantly affect brand awareness of SCU. Advertising and sales promotion partially or individually has no effect on purchasing decision to continue study at SCU. Personal selling and brand awareness partially or individually influence the purchasing decision to continue study at SCU. Advertising, sales promotion, personal selling and brand awareness simultaneously or together have a significant effect on purchasing decision to continue study at SCU. There is a role of brand awareness in mediating the indirect relationship between advertising, sales promotion and personal selling with purchasing decisions. Advertising variables have the highest indirect effect compared 2 other variables are: sales promotion and personal selling to buying decision.