The Effect of Marketing Mix on Brand Awareness and Its Impact on Purchasing Decision of Honda Matic Scoopy in Banda Aceh City
Author: Mukhlis Yunus, and Permana Honneyta Lubis dan Muhammad Yusuf, Indonesia
Abstract:The purpose of this study was to analyze the effect of marketing mix variables that are product, price, promotion and distribution, on brand awareness and their impact on purchasing decisions for Honda Matic Scoopy motorbikes in Banda Aceh city, Indonesia. To analyze the effect of between variables, this research used the Structural Equation Modeling (SEM) as a method through the use of AMOS software. Respondents in the study were 200 consumers who use Scoopy Honda Matic motorbike in Banda Aceh City. The sample design used is nonprobability sampling with convenience sampling method. The result showed that for the Honda Matic Scoopy in Banda Aceh, product effected brand awareness, price effected brand awareness, promotion effected brand awareness, distribution did not effect brand awareness, brand awareness effected purchasing decisions, product did not effect brand awareness, price effected purchasing decisions, promotion did not effected purchasing decisions, distribution effected purchasing decisions, product effected purchasing decisions through brand awareness, price effected purchasing decisions through brand awareness, promotion did not effect purchasing decisions through brand awareness, and distribution did not effect purchasing decisions through brand awareness. The role of brand awareness here was as a full mediator for the effect of product on purchasing decisions, and was s a partial mediator for the effect of price on purchasing decisions. These findings can contribute to the realm of science, which the model can be as a reference for further researchers. The next idea for researches can develop this model such as to use other mediation variables that can mediate all variables in marketing mix, or even use moderation variables to strengthen the marketing mix such as gender or income in affecting the purchasing decisions.