THE EFFECT OF MARKETING MIX TOWARD BRAND AWARENESS OF PANTENE SHAMPOO (A STUDY CASE OF PANTENE SHAMPOO AT CAREFOUR HYPERMARKET, KOTA KASABLANKA)

Abstract

Marketing Mix is very important for a company to make their product survive in the market. There are 4 elements in marketing mix which will effect brand awareness of the customers, which are : product, price, place, and promotion. This research proposed to analyze the importance of marketing mix towards brand awareness of Pantene shampoo (A Study Case of Pantene shampoo in Carefour Hypermart, Kota Kasablanka). The purpose of this research is to determine the effect of marketing mix element (Product, Price, Place, and Promotion) simultaneously and partially towards brand awareness. This research use quantitative research method with binomial logistic regression analysis to analyze the data collected from questionnaire spreaded to the consumers who have purchased Pantene shampoo at Carefour Hypermart. The result of this research shows that there is significant effect of Product, Price, and Promotion toward Brand Awareness. In this research, the most significant variable that effect Brand Awareness is Price.