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Moreover, promotion is an experiment to communicate and recognize the product or services to customers as well
as convince them to buy for making profits (Sihite et al., 2015). The organization always uses promotion elements as a strong
aspect of the marketing mix in their strategy planning like doing personal selling, public relations, and direct marketing
approach (Kadhim et al., 2016). Promotion is a strong element for retail organizations that could present, convince, and evoke
in the mind of the customer in the market of organizations or its products. Promotions should deliver the value that customers
will experience when consuming the product, not only the attributes (Ellitan, 2021). Sales promotion is one of the strongest
elements in promotion strategy. Retail businesses mostly perform the activities through television, internet, brochures,
posters, and various promotions approach at the sales point, social network, public places, social networks like Facebook,
Instagram, Twitter, Youtube, and more as advertising tools in promotion element in the marketing mix. It is vital to lure a
new customer and keep the existing buyers (Isoraite, 2020). In fact, tools of promotion strategy can classify the details,
support the deal, and influence the buyers to make the decision to purchase goods or services (Isoraite, 2016).
Promotion strategy in the tourism industry is important as brand recognition to strengthen the relationship and trust
between a service provider and tourists (Ather & Yusuf, 2020). Also, promotions influence how tourists could snap up with
approaches of promotion like advertising, personal selling, sales promotion, or others by the tourism industry (Prihatin &
Syahnur, 2020).
Wahyoedi (2021) found that the promotion strategy of the marketing mix element has a positive relationship with
parents’ decision in selecting a primary school for their child. In contrast, Raewf (2021) discovered that during a pandemic,
advertisement has a negative relationship with consumer behavior. In support, Ferle and Steven (2006) found that there is a
negative relationship between promotions strategy and consumer behavior. Therefore, it is worth future investigation of
promotion effectiveness during the pandemic.
In sport industry, promotion strategy is all activities that will pursue at consumer’s impact towards buying decision
and behaviour. As a sport business, the promotion will classify into these channel such as marketing firm, advertising firm,
and company that is expert with supply promotion product such as flags, logo, t-shirt, bags, balloons, cups, mugs, hats, and
others.
2.2 BRAND AWARENESS
It is compulsory to build up brand equity with brand awareness (Kotler & Keller, 2016). Kotler and Keller (2016)
defined that brand awareness is influenced by the stability of brand information that enables marketers to estimate customers’
potential to recognize brands in different conditions. In fact, brand awareness is influenced by perceptions, tastes (Aaker,
2015), and buying decisions (Mathew et al., 2014). Customers are capable to identify the brand in various conditions when
the detections of brands in their minds are strong.
As stated by Severi et al. (2014), brand awareness can be measured in terms of brand equity. Word of mouth could
positively affect brand awareness. Mostly, the industry will implement social media as one of the effective ways to convey
and build a relationship with consumers to make a variety of brand identity and enhance brand awareness (So et al., 2017).
Now, many studies use brand awareness as a strategy to meet the satisfaction of customers for different industries such as
retail (Nair, 2018), aviation (Richard & Zhang, 2012), banking (Zameer et al., 2015), and restaurant (Kuo et al., 2018).
In the airline industry, Seo and Park (2018) found that social media marketing significantly affects brand awareness
and brand image. The knowledge of customers about the specific brand can be a definition of brand awareness according to
Shabbir et al. (2017). Many researchers found that brand awareness significantly influences brand equity (Yazid, 2020),
brand loyalty (Wichailert, 2017), and brand attitude (Liu et al., 2017).
Tsimonis and Dimitriadis (2014) stated that brand awareness is one of the strong achievements of social media and
marketing strategy for the retail industry. Advertising can be used to create customer familiarity and enhance awareness
towards the brand by gaining information about the product (Gunawan & Dharmayanti, 2014). Similarly, Petty and Krosnick
(2014) agreed that brand awareness is a vital part of advertising potency.
Razak et al., (2019) defined brand awareness as a measurement that can determine how many potentials or
customers know the brand of Hyundai and Yamaha Motors as a part of the product category. The automotive industry using
this typical strategy in marketing and advertising can lead to increased brand awareness. Additionally, brand awareness is
the vital force for consumer decision-making, and it is existence always crossed the mind of customers (Foroudi et al., 2018).
Martins et al. (2019) stated that brand awareness can influence purchase intention in the fashion clothing industry. Also, Siali,
(2019) declared that a high level of brand awareness occurs when consumers make a decision process in low- involvement
situations.
As stated by Huerta-Alvarez, (2020), brand awareness and brand loyalty are vital factors in producing brand equity.
Also, brand awareness is an important element of brand knowledge and the first step of customer loyalty toward a particular
brand and is directly connected to brand loyalty (Hsu & Chen, 2018). According to Xu et al. (2016), brand awareness
positively affects the brand loyalty of hotel chains. Additionally, brand awareness can be the main factor of festival brand
loyalty. Essentially, the level of festival brand awareness increase could make the number of customers coming to the festival
destination (Kim et al., 2018).
For the hotel industry, brand awareness has a significant effect on customers’ options. Brand awareness is the vital
part of both concepts which are marketing and consumer behavior (Barreda, 2015). Brand plays a significant role in the
higher level of awareness (Martin, 2018). Brand awareness will be the stimulating factor in the hotel industry which is that

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