| In order to survive in a competitive market, a company needs to have a proper marketing strategy in its business, such as a promotion. One of these promotional activities can be done through the provision of routine corporate event. This study is a quantitative study that will discuss the influence of Midnight Shopping Phenomenon promotional event for more consumers purchase decision and satisfaction of consumer purchases: a case study on the Mall, Senayan City, Jakarta. The study uses the concept of AID (Awareness, interest, desire) is used as a benchmark to see its influence on purchase decisions more and satisfaction of consumer purchases. The author conducted research using a simple linear analysis and using the purposive sampling as the sampling technique. Authors distributed questionnaires to the respondents who have completed the event Senayan City Midnight Shopping Phenomenon. The results showed that the promotional event (according to the concept of AID) have an influence on the decision to purchase more and satisfaction of consumer purchases at Midnight event Senayan City Shopping Phenomenon. |