Asian Journal of Management Analytics
Vol. 2 No. 3 (2023): July 2023

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 (Hospitality Department, Hotel Management Study Program, Politeknik Pariwisata Bali)
Ni Made Suastini (Hospitality Department, Hotel Management Study Program, Politeknik Pariwisata Bali)

Article Info

Publish Date
27 Jul 2023

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.

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Journal Info
Asian Journal of Management Analytics
Website

Abbrev

ajma

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management

Description

The Asian Journal of Management Analytics (AJMA) is a journal focused on the theory and application of data analytics and its applications in contemporary business, economics, and management disciplines. These disciplines include accounting, finance, management, marketing, economics ...