ABSTRACT
This research is motivated by the low brand awareness of Crisp!! Enye-Enye, as it was ranked 11th out of 14 popular cassava-processed product brands in Banten Province in 2018. Therefore, this research aims at evaluating the effect of advertising, direct marketing, and personal selling on brand awareness. A quantitative descriptive research design was employed with 80 Crisp!! Enye-Enye consumers in different regions as the respondents. The research data analysis was conducted with the assistance of smartPLS version 3.2.7. The research results revealed that advertising, direct marketing, and personal selling had quite a high effect on brand awareness, with the R-squared value of 74.1%. One of the three hypotheses was rejected; advertising and direct marketing were proven to affect brand awareness, while personal selling did not affect brand awareness.
