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.
