Influence of promotion mix strategies toward brand awareness at Niosh Certification Sdn. Bhd. in Bandar Baru Bangi, Selangor / Nur Syaza Muzhafar Azman Wong

The purpose of this research is to identify the influence of promotion mix strategies foward brand awareness at NIOSH Certification Sdn Bhd in Bandar Baru Bangi, Selangor. The promotion mix strategies are important to every organization in order to attract and retain
customer hence to build a long term relationship with them. There are 3 objectives of this study which are to investigate the relationship between the promotion mix strategies and brand awareness, to identify the most influence promotion mix strategies toward brand awareness, and to give recommend some alternative actions to increase the brand awareness. All of the objectives are measure by using primary data which is questionnaire that the questions used likert scale which has been distributed to a sum of 120 respondents based on simple random sampling, and the used of Statistical Package or the Social Science (SPSS) such as descriptive analysis, correlation, regression, and coefficient to calculate the data that had been collected. At the end of this study, the analysis indicated that there are only 2 independent variables have the relationship with brand awareness which are Advertising and Direct Marketing. The researcher also found out that Advertising is the most influence toward brand Awareness. Furthermore, the researcher comes out with several recommendations that can increase the brand awareness of the organization based on the analysis that had been done. In a nutshell, the researcher hopes that this research study may benefit to the organization to increase the brand awareness to the surrounding people.
Paper type: Research paper