THE ROLE OF PROMOTION, BRAND AWARENESS AND TRUST IN PURCHASE DECISIONS AND THEIR IMPACT ON CONSUMER SATISFACTION OF THE BOGER CERAMIC BRAND AT CV BARETTA CEMERLANG BOGOR

Haqiqi Layyin; Nurmin Arianto; Surya Budiman

doi:10.61677/count.v3i4.977

Authors

Haqiqi Layyin Program Studi Magister Manajemen, Program Pascasarjana, Universitas Pamulang
Nurmin Arianto Program Studi Magister Manajemen, Program Pascasarjana, Universitas Pamulang
Surya Budiman Program Studi Magister Manajemen, Program Pascasarjana, Universitas Pamulang

DOI:

https://doi.org/10.61677/count.v3i4.977

Keywords:

Promotion, brand awareness, trust, purchasing decision, customer satisfaction.

Abstract

This study looks at how brand awareness, trust, and marketing affect consumer satisfaction with the Boger Ceramic brand at CV Baretta Cemerlang Bogor. A quantitative explanatory and associative design was used in the investigation. 225 respondents were chosen using the Slovin technique and purposive selection from a population of 512 Boger customers between 2020 and 2024. SEM-PLS with SmartPLS 4.0 was used to analyze the data, which were gathered via surveys, interviews, and observations. The data reveals that marketing has no meaningful influence on purchase decisions or consumer satisfaction. On the other hand, according to the findings of the thesis testing, brand awareness has a positive and substantial impact on both purchase decisions and customer happiness, whereas trust has a positive and large impact on both. Customer happiness is favorably and dramatically impacted by purchasing decisions. While brand knowledge and trust have a considerable indirect impact on purchase decisions, marketing has a negligible indirect impact. The results indicate that in the market for personalized ceramic dinnerware, building customer confidence and brand memory is more strategically important than depending solely on transient marketing initiatives.

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