THE EFFECT OF PROMOTION MIX ON PURCHASING INTENTION TO INCREASE SALES IN BRAND EQUITY MEDIATION ON AVANZA CAR PRODUCTS AT PT. HASJRAT ABADI, BIAK BRANCH

This study aims to examine the effect of promotion mix on the interest in buying AVANZA cars with brand equity as an intervening variable. This study was conducted on employees of PT. Hasjrat Abadi, Biak Branch. There are 4 variables for the promotion mix, namely advertising, personal selling, sales promotion, and publicity. The population of this study were visitors to PT. Hasjrat Abadi, Biak Branch. The sampling technique used was accidental sampling, namely the number of visitors to PT. Hasjrat Abadi, Biak Branch was 74 people. Data analysis in this study used Partial Least Square with the help of SmartPls Software version 4. The results showed that the R-square value for buying interest was 71.3%, while for brand equity it was 75.8%. The results of this study indicate that the four promotion mix variables (advertising, personal selling, sales promotion, and publicity) did not have a significant effect on the interest in buying AVANZA cars at PT. Hasjrat Abadi, Biak Branch. For the effect on brand equity, only sales promotion had a significant effect. In addition, brand equity was only able to mediate the effect of sales promotion on buying interest.