The Role of Brand Awareness in Mediating The Influence of Product Innovation and Digital Promotion on Purchasing Decisions at Parcel Makassar Business

Authors

  • Izzatul Auliah Hasyim Universitas Negeri Makassar
  • Agus Syam Universitas Negeri Makassar
  • Nur Halim Universitas Negeri Makassar
  • Sumiati Tahir Universitas Negeri Makassar

Keywords:

Brand Awareness, Digital Promotion, Innovation, Product, Purchasing Decision.

Abstract

The rapid development of digital technology and increasing business competition encourage MSMEs to implement product innovation and utilize digital promotion to enhance brand awareness and purchasing decisions. This study aims to analyze the effect of product innovation and digital promotion on purchasing decisions with brand awareness as an intervening variable at Parcel Makassar. The population of this study consists of customers of Parcel Makassar, with the sample determined using purposive sampling techniques. Data were collected through questionnaires using a Likert scale, and data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software.The results indicate that product innovation and digital promotion have a positive and significant effect on brand awareness. Product innovation and digital promotion also have a positive and significant effect on purchasing decisions. Furthermore, brand awareness has a positive and significant effect on purchasing decisions and mediates the relationship between product innovation and digital promotion on purchasing decisions. Therefore, strengthening product innovation and optimizing digital promotion supported by strong brand awareness can enhance consumer purchasing decisions at Parcel Makassar.

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Published

2026-08-11

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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