PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI(Studi Pada Konsumen E-commerce Tokopedia di Kota Malang)

The purpose of this research is to describe consumer responses regarding promotions, purchasing decisions and brand awareness on Tokopedia e-commerce, determine and analyze the influence of promotions on purchasing decisions, the influence of Brand Awareness on purchasing decisions, the influence of promotions on brand awareness of purchases and the influence of promotions on purchasing decisions. purchases through brand awareness as mediation. The research used in this research is a quantitative approach with research types according to the associative research level. The population used is consumers in Malang City who have purchased products on Tokopedia e-commerce. Data analysis techniques use scale range analysis and path analysis. The analysis results show that purchasing decisions fall into the good criteria,
promotions fall into the very attractive criteria and brand awareness falls into the good criteria. Promotion does not have a significant positive effect on purchasing decisions. Brand awareness does not have a significant positive effect on purchasing decisions. Promotion has a positive effect on brand awareness and brand awareness is not
sufficient as a mediating variable that influences promotion on purchasing decisions. Based on the results of the analysis and conclusions in the discussion chapter, the author makes the following suggestions, it is hoped that the content displayed by Tokopedia is more appropriate to consumer needs, increases innovation, and displays more trusted products.