The effectiveness of promotional mix in creating awareness among customer of service sector / Zaharah Johari

The purpose of this research is to study the effectiveness of promotional mix in creating awareness among customer of service sector. Thus, this study based on consumer in Kota Kinabalu whereas samples are chosen among 200 respondents. The research used certain method attain the result for the objective. Cronbach’s Alpha reliability test is also used to measure the level of reliability of the research, while Multiple Regression analysis also used to analyze the data which is to show how strong the relationship between both variables and also to show its’ significance. Findings of the results through multiple regression analysis revealed that direct marketing and advertising show its significant effect for the study while sales promotion, personal selling and public relation show negative relationship in creating consumer awareness. Based on the findings from this research, the implication and future research of this research will be discussed in this paper.