Promotion and Brand Awareness Analysis of Purchase Intention Sharp Brand Smart TVs in Surabaya Timur

Abstract

The purpose of this study is to examine how brand awareness and promotions affect Surabaya consumers' interest in purchasing smart TVs under the Sharp brand. Promotion and brand awareness have a good and considerable impact on interest in purchasing smart TVs under the Sharp brand, according to study conducted on 110 respondents. The distribution purchase decision, or the extent to which consumers would include a brand in their alternative choices when they wish to buy a product, is a measure of brand awareness, but the promotional media variable from marketing is the most important component in influencing consumer buying interest. In this situation, generating and influencing consumer interest in buying Sharp brand Smart TV goods is mostly dependent on promotion and brand awareness. This study is consistent with earlier