The influence of brand awareness and sales promotion on purchase decisions of OVO products: Case study on students of the faculty of economics, master of management study program, Sriwijaya University

Muhammad Fadli Mutiansyah; Zakaria Wahab; Isnurhadi Isnurhadi; Marlina Widiyanti

doi:10.21744/ijhla.v5n1.2042

Authors

Muhammad Fadli Mutiansyah
fadli.mfm@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Isnurhadi Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

brand awareness, OVO, purchase decision, sales promotion, simultaneously influence

Abstract

This study aimed to analyze the role of brand awareness and sales promotion in purchasing decisions for OVO products among students of the Faculty of Economics, Master of Management Study Program, Sriwijaya University. The population in this study were students of the Master of Management study program at Sriwijaya University, with the sample used being Master of Management students with a minimum of 1 transaction using OVO. The analysis technique in this study used multiple linear regression analysis by adding the tt-test and F-test as support. The results of this study are that both Brand Awareness and Sales Promotion significantly and simultaneously influence the decision to buy OVO products.

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