Page 646 - MARSIUM'21 COMP OF PAPER

Qamarina & Zuraidah (2022)

people all the time. An appeal on advertising will attract more customers and one satisfied customer will promote the company
brand through word of mouth (Word of Mouth). Therefore, the following hypothesis was generated:
H2: There is a significant relationship between advertising and brand awareness

2.2.3 Sales Promotion
As part of their marketing mix strategy, most companies use promotional activities to launch new products, increase sales, or
influence customer decision-making (Montaner & Pina, 2008). According to Neslin, 2002, reduced prices or discounts, feature
advertising, unique displays, trade deals, reward systems, coupons, rebates, and contests are some of the sales promotions
offered. According to Srinivasan et al. (2004), sales promotions are a significant element of a company's marketing mix. For
many consumer-packaged goods, promotional sales make up most of the marketing budget. The purpose of sales promotion is
to draw customers to the store either physical store or online store and to promote specific products of the brand. The brand's
awareness is also increased because of sales promotion. Companies market their brands in a variety of methods which includes
offering a gift, free sampling, combining their product with another well-known product from their own brand, or collaborating
with another company. Therefore, the researcher hypothesizes:
H3: There is a significant relationship between sales promotion and brand awareness
2.3 Research Model Framework
Figure 1 below shows the study's research framework considering the hypotheses proposed.

Brand
Characteristic H1

Advertising H2 Brand Awareness

H3

Sales Promotion

Figure 1: Conceptual Framework

3.0 RESEARCH METHODOLOGY
3.1 Measurement

In this present study, the factors that influence brand awareness was explored using the quantitative research approach. A
survey was conducted using a standardized questionnaire to assess the factors that influence brand awareness of pharmaceutical
products. There are 2 sets of questionnaires were distributed which is pre and post survey. Pre survey was conducted to collect
the demographic profile of respondent and there is section for independent variable and dependent variable. While post survey
only distributes to collect the data for dependent variable based on the proposed intervention so that the researcher can evaluate
the impact of intervention towards the dependent variable (brand awareness). Scale items for brand awareness, brand
characteristic, advertising and sales promotion were adapted from a few previous research such as Bilgin (2018), Xinhe, S.
(2019), Gu, Y. C. (2019) and Seo & Park, 2018. The respondents were asked to select the best choice from a five-point Likert
scale for each of the questionnaire's items. The Likert scale has five levels of agreement: ‘strongly agree,' ‘agree,' ‘neutral,'
‘disagree,' and ‘strongly disagree' (Vagias and Wade, 2006).

3.2 Population and Sample
The term "population" refers to a larger group of people to which the researcher wants to apply descriptive statistics. According
to Banerjee and Chaudhury (2010), a population is a group of people about whom certain data is needed, and not just individuals
are required to be representative of a society based on the statistical data. This research target population is a regular customer
of Clayniq Enterprise and respondents with common characteristics which is particularly for consumers that have skin disease
problems and customers that are always involved in sport or regularly going to the gym. The chosen amount

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