THE EFFECT OF PRICE, PROMOTION, AND BRAND AWARENESS ON THE DECISION TO USE DHL EXPRESS INDONESIA

Abstract

This study aims to determine the relationship between price, promotion, and brand awareness in the decision to use DHL Express Indonesia. In this study the approach used was quantitative, sample was done using purposive sampling, with 180 respondents. This study used a Structural Equation Model (SEM) method based on Partial Least Square (PLS) (SEM-PLS )for data analysis. The results of this study that price has a positive and significant influence on the decision to use, promotion has a positive and significant influence on the decision to use, and brand awareness has a positive and significant influence on the decision to use.