The Influence of Advertising, Direct Marketing and Event Experience on Brand Awareness and Their Impact on Purchase Decision

Prayudi, Dicki; Nugraha, Rusli

doi:10.23969/jrbm.v15i01.4668

Cited by 4 publications

(4 citation statements)

References 3 publications

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“…According to the results of previous studies that marketing to advertising has an influence on brand awareness in terms of brand strengthening, namely easy to remember, easy to recognize and easy to accept (Prayudi, 2022).The results of this study are in line with previous research showing that engagement with Facebook fan-page has a positive effect on consumer brand awareness, word of mouth activity, and purchase intention (Hutter et al, 2013).…”

Section: Discussionsupporting

confidence: 90%

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

Sugana

Gunawan²

2022

jrbm

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The purpose of this study was to determine the role of brand awareness that mediates the effect of social media Instagram on purchase intention. This research is quantitative in nature using the SEM (Structural Equation Model) method to test the effect of these three variables. The research respondents were 111 people who were followers of the Coffee Toffee Cafe Bandung Instagram account. Data was collected by distributing questionnaires via google form using convenience sampling technique. The results of this study indicate that brand awareness mediates the effect of social media Instagram on purchase intention significantly and positively at Cafe Coffee Toffee Bandung. Based on the results of this study, it is recommended that the Bandung Coffee Toffee Cafe continues to maintain and improve social media Instagram because it can increase brand awareness and purchase intention from its consumers.

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Section: Discussionsupporting

confidence: 90%

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

Sugana

Gunawan²

2022

jrbm

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“…For Advertising and promotions, advertising and promotions that are a part of it have a significant impact on BA. It is demonstrated in previous studies that advertising has a favourable impact on brand awareness [7]. Specifically, the use of different media channels such as television, the internet and billboards has a significant impact.…”

Section: Key Factors Influencing Brand Awarenessmentioning

confidence: 95%

“…Exploring variables such as time constraints and purchase context as mediators with relation to the brand awareness and the intention to buy. (7) Investigate the influence that strategic positioning of the brand (target market, target audience, and distinction) has on the connection between BA and the PI. Conduct a comparative analysis to assess the different effects that are due to brand awareness on purchase intentions in relation to product categories and in the context of different industries.…”

Section: Suggestions For Future Researchmentioning

confidence: 99%

The Impact of Brand Awareness on Purchase Intention

Chen

2024

HBEM

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The degree of brand awareness (BA) exerts a strong impact on the behavior and choices made by consumers. To comprehensively understand how brand awareness influences decision making on the part of consumers, this detailed review assesses the effect that awareness has on a person's intention to purchase. A large number of studies were analysed by this paper to explore the relationship between these two aspects in great detail. The results confirms that BA is significantly related with purchase intention(PI). The association implies that the higher degree of brand awareness, the more are consumers who would consider whether to buy a company's products or services. Additional variables, such as product quality, individual specifications, and customer happiness with past purchases, impact this relation between BA and intention to buy. Findings from this research highlight the significance of brand awareness and its ability to influence purchasing decisions. Getting a high degree of public recognition for their brand is something businesses should pay particularly close attention to if they hope that purchases will actually be made by consumers. However, with proper investment in marketing strategy, organisations can effectively affect the customer decisionmaking process and raise brand awareness. Also, the effectiveness of brand awareness at affecting purchase intentions can be further improved by focusing marketing efforts on certain age groups.In summary, this study points out the great importance of brand consciousness for what it contributes to customers 'purchase intentions. It gives marketers what they need to inculcate customer loyalty and design effective brand strategies.

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“…The higher the brand awareness, the higher the market share and the better quality evaluation (Darayani & Saryadi, 2016). [40] among others explain the notion of brand awareness according to the view of Malik, et al ( 2013) and [52]. According to Malik, et al, (2013), brand awareness is the possibility that consumers know the availability and accessibility of the company's products and services.…”

Section: Introductionmentioning

confidence: 99%

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

Rachmawati¹,

Tubastuvi²,

Pramono³

et al. 2022

Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwoker

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The existence of a pandemic that has hit the world has changed many rules of human life, including those related to business. Businesses that bring together sellers and buyers directly (offline) are turning into online sales and purchases. This condition is known as the digital era. In this digital era, social media increasingly has an important role as a business tool. The change from offline to online has an impact on consumers in making purchases of a product. Online shopping is increasing. Problems that arise as a basis for consideration for making online purchases include promotional factors, brand image, and brand awareness so that the plan of the purpose of this study is to analyze the influence of promotion, brand image, and brand awareness on online purchasing decisions. Respondents in this study were consumers who had shopped for fashion products using an online platform with a minimum age of 17 years. The plan is to collect data using questionnaires that are distributed online to consumers who live around the Muhammadiyah University of Purwokerto. The data will be analyzed using multiple linear regression using SPSS. The expected results are both simultaneously and partially, promotion, brand image, and brand awareness have a positive effect on online purchasing decisions.

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The Influence of Advertising, Direct Marketing and Event Experience on Brand Awareness and Their Impact on Purchase Decision

Cited by 4 publications

References 3 publications

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

The Impact of Brand Awareness on Purchase Intention

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

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