Abstract
Online media is growing rapidly in Indonesia, including in the field of trade. Internet users in Indonesia are increasing from year to year. Information flow, especially through online media, can come from advertisements and word of mouth. Companies that sell in the online market must be able to make their products have brand awareness so that it will influence the purchasing decision process. One study of brand awareness states that one of them is influenced by the effectiveness of advertising and word of mouth. The results of previous studies indicate inconsistencies of research results related to variables that affect brand awareness. This study aims to examine the differences in the results of previous studies that give different results among studies regarding the factors that influence brand awareness. The sample used in this study is internet users in Indonesia who have already made purchase transactions in the online marketplace. After processing data with SPSS, the results are obtained that the effectiveness of advertisements and word of mouth affects brand awareness.
Highlights
Online media is growing rapidly in Indonesia, including in the field of trade
This study aims to examine the differences in the results of previous studies that give different results among studies regarding the factors that influence brand awareness
Hal tersebut berarti bawah kedua variabel independen dalam penelitian ini yaitu efektivitas iklan dan word of mouth berpengaruh positif terhadap brand awareness
Summary
Aaker (1991) memberikan pengertian bahwa brand equity adalah seperangkat aset dan kewajiban yang terkait pada nama merek dan simbol yang menambah atau mengurangi nilai yang diberikan dari produk atau jasa kepada pelanggan maupun perusahaan. Brand equity memberikan nilai kepada merek perusahaan dan menjadikan merek memiliki pengaruh baik bagi perusahaan maupun bagi konsumen. Nilai bagi pelanggan diperoleh melalui yang pertama yaitu komponen dari brand equity membantu pelanggan memahami, memproses dan menyimpan serta mengeluarkan kembali sejumlah informasi tentang produk dan merek, dan mempengaruhi kepercayaan konsumen dalam membuat keputusan pembelian. Nilai bagi perusahaan diperoleh melalui berbagai cara antara lain brand equity dapat meningkatkan efisiensi dan efektivitas program pemasaran yang dilakukan perusahaan, brand equity juga dapat menurunkan ketergantungan merek terhadap promosi, karena pelanggan sudah percaya terhadap merek perusahaan, baik kualitas produknya, asosiasi merek tersebut bahkan kesadaran mereknya. Perusahaan dapat mengukur kinerja mereknya sehingga dapat dilakukan evaluasi jika terdapat kekurangan pada mereknya atau kinerjanya menurun
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
