PENGARUH BRAND IDENTITY DAN PROMOTION MIX TERHADAP BRAND IMAGE DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA KONSUMEN SAMSUNG SMARTPHONE DI METEOR CELL MALANG)

Abstract

ABSTRACT

This study aims to find out that brand identity and promotion mix affect brand image with brand awareness as an intervening variable on Samsung Smartphones in Meteor Cell, Malang. The population in this study was from data obtained from Meteor Cell as many as 402 customers. Sampling in this study with purposive sampling technique as many as 81 respondents. Analysis was carried out using path analysis. The results of this study indicate that brand identity and promotion mix affect brand image, brand identity and promotion mix affect brand awareness, brand awareness affects brand image, brand identity and promotion mix on brand image through brand awareness. Keywords: brand identity, promotion mix, brand image, brand awareness