How Does Mixue's Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students

Authors

  • Syifa Pramudita Faddila Universitas Buana Perjuangan Karawang
  • Neni Sumarni Universitas Buana Perjuangan Karawang

DOI:

https://doi.org/10.58812/wsbm.v1i05.508

Keywords:

Guerilla Marketing, Brand Awareness, Purchase Decision

Abstract

The number of Mixue outlets has rapidly spread in Indonesia since 2020, creating a stigma in the community that Mixue is a "Malaikat Pencatat Ruko Kosong". The availability of many Mixue outlets located in almost every region in the city/regency of Indonesia affects the decision-making process of consumers to be interested in buying Mixue products. This study aims to determine the influence of guerilla marketing on purchasing decisions through brand awareness. The quantitative research method with the student population of the Management Study Program of Buana Perjuangan University Karawang amounted to 3,017 students, while the sample used was 76 students. The analysis used uses SEM. The analysis results prove that guerilla marketing affects brand awareness but does not affect purchasing decisions directly. Brand awareness influences purchasing decisions. Brand awareness is proven to mediate the influence of guerilla marketing on Mixue's product purchase decisions.

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Published

2023-12-31

How to Cite

Faddila, S. P., & Sumarni, N. (2023). How Does Mixue’s Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students. West Science Business and Management, 1(05), 451–458. https://doi.org/10.58812/wsbm.v1i05.508

Issue

Vol. 1 No. 05 (2023): West Science Business and Management

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Articles

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Copyright (c) 2023 Syifa Pramudita Faddila, Neni Sumarni

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