Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Asian Journal of Management Analytics
Ni Putu Shasya Ayu Maysitha
Hospitality Department, Hotel Management Study Program, Politeknik Pariwisata Bali
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Brand Awareness in Mediation: the Effect of Promotion Mix on Purchase Intention at Hotel Aloft Bali Seminyak Ni Putu Shasya Ayu Maysitha; Ni Made Suastini
Asian Journal of Management Analytics Vol. 2 No. 3 (2023): July 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v2i3.5014

Abstract

Hotel competition during the COVID-19 pandemic has encouraged hotels to maximize their marketing strategies to influence consumer behavior. This study was conducted to determine the direct effect of the promotion mix on purchase intention and the indirect effect mediated by the brand awareness variable at the Aloft Hotel Bali Seminyak which has a new existence. The method used is quantitative and distributes questionnaires to 100 respondents who are determined through the unknown population formula. The data analysis technique used descriptive statistical analysis and path analysis. The researcher found that the promotion mix and brand awareness had a positive and significant effect on purchase intention, the promotional mix had a positive and significant effect on brand awareness.
Co-Authors Ni Made Suastini