Brand Awareness Variables Research Articles

Analisis Brand Awareness Terhadap Keputusan Pembelian pada Mehuli Kitchen Kabanjahe

This study was conducted to determine the effect of Brand Awareness on purchasing decisions at Mehuli Kitchen Kabanjahe. The type of research used in this study is quantitative, which is used to examine certain populations and samples. The study was conducted with a sample of 100 respondents, sampling using the slovin formula and data collection using research instruments. Data processing techniques using SPPS version 25. Data analysis techniques used are classical assumption test, multiple linear regression test and hypothesis test which includes t test, F test, and determination test. Based on the t test it is known that partially variable recall, recognition, and consumption significant effect on purchasing decisions at Mehuli kitchen Kabanjahe. And based on the F test that brand awareness variables include recall, recognition, purchase, and consumption simultaneously significant effect on purchasing decisions at Mehuli kitchen Kabanjahe with a percentage of influence of 66.1% and the remaining 33.9% influenced by other variables outside this study.

Analysis of the Influence of Brand Equity Elements on Consumers Purchase Intention of Packaged Tea Products

The goal of this study was to examine the relationship between brand awareness, brand association, perceived quality, and brand loyalty and consumer preference, as well as the relationship between brand awareness, brand association, perceived quality, and brand loyalty and purchase intention. Additionally, it examined the relationship between consumer preference and interest in purchasing as an intervention variable. The research was conducted purposefully from November to December 2022. Data sources were obtained through online survey results (primary data) and through literature (secondary data). Sampling using the incidental sampling method based on the Lemes how formula with an unknown population size produces a minimum of 100 samples. Data collection used a questionnaire with a Likert scale of 1-4. Descriptive analysis and SEM-PLS, which are utilized to analyze the data, are processed using Smart PLS 3.0 software. The findings demonstrated that brand loyalty and brand awareness variables had a direct impact on consumer preferences, however brand association variables and quality judgments did not. While brand awareness, brand associations, and brand loyalty do not directly affect purchase intention, perceived quality characteristics did have an impact on customer buying interest. The intention to purchase does not indirectly depend on perceived quality.

Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue

This study aims to determine and analyze the effect of brand image and brand awareness on purchasing decisions on Mixue. The population in this study were all mixue consumers. The sample in the study were 154 respondents obtained from distributing questionnaires by researchers. The method used in this research is a quantitative method. The instruments in this study were tested using validity and reliability tests which were complemented by the classic assumption test consisting of multicollinearity tests, heteroscedasticity tests, and autocorrelation tests. The data analysis technique uses multiple linear regression correlation coefficients consisting of the T test, F test, and the coefficient of determination test. Brand Image (X1), Brand Awareness (X2), and Purchase Decision (Y). The results of the multiple regression correlation coefficient yield the equation Y = -4.181 + 0.593 (X1) + 0.794 (X2) + e. The partial test results show that the brand image variable has a positive and significant effect on consumer purchasing decisions, and the brand awareness variable has a positive and significant effect on purchasing decisions. Simultaneous test results show that there is a positive and significant influence between brand image and brand awareness on Mixue consumer purchasing decisions.

Proposed Marketing Strategy for Increasing Batik Danar Hadi Purchase Intention among Gen Y and Z

Batik is Indonesian heritage that remains popular and have special place in Indonesia’s fashion industry. Indonesian people nowadays especially generation Y and Z use batik only on certain occasions because most of them still have the impression that batik is old-fashioned and only can be used in certain events. Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad informativeness, ad persuasiveness, and brand awareness variables will influence purchase intention on Batik Danar Hadi with generation Y and Z as the objects. After analysing the result, Researcher proposed marketing strategy to Batik Danar Hadi according to the research results. Researchers have distributed questionnaires to assess the variables of ad informativeness, ad persuasiveness, brand awareness and purchase intentions. The results of the survey were 426 respondents, 350 respondents filled in completely, 25 respondents were dropped due to invalid data (including inverse, standard deviation, and outliers), leaving 325 respondents who met the criteria. Before distributing the research questionnaires, the researcher had carried out a small sample measurement of 30 people to get suggestions, input, and comments from respondents if there were statements that could not be understood. In this study, instrument testing was carried out with reliability and validity tests, model testing, and hypothesis testing using the SmartPLS3 test tool. The researcher developed the solutions as a solution for the business issue in a form of marketing strategy. The results of this study indicate that ad informativeness and ad persuasiveness have a positive and significant effect on brand awareness, while brand awareness has a positive and significant effect on purchase intention.

Analysis of the Effect of Brand Equity on Purchasing Decision towards Organic Rice in Special Region of Yogyakarta

The community’s need for organic rice increases every year along with changes in people’s lifestyles towards a healthy lifestyle. This has made many organic rice brands appear on the market. Each of these brands needs to implement the right marketing strategy to increase its competitive advantage. The study aims to analyze the influence of brand equity elements (brand awareness, brand association, perceived quality, and brand loyalty) on purchasing decisions for organic rice. The Structural Equation Modeling-Partial Least Square (SEM-PLS) is used to analyze the data, with a purposive sampling data collection technique. Respondents in this study were 105 consumers of organic rice “Lingkar Organik”. The “Lingkar Organik” brand was chosen because it is the market leader in the branded organic rice market in Special Region of Yogyakarta. Based on the results of the study, it was found that the perceived quality and brand loyalty variables have a significant effect on the purchase decision towards organic rice. Brand association and brand awareness variables have no significant effect on purchasing decisions.

The role of social media marketing and brand equity on e-WOM: Evidence from Indonesia

This study investigated the impact of social media marketing on Garuda Indonesia's airline customers' brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic (E-WOM). In part of the study, 100 frequent Instagram users and passengers on Garuda Indonesia aircraft were questioned or given questionnaires. The data was processed and analyzed by SEM-PLS and the SmartPLS 3.0 software. The findings of the study indicate that social media marketing increases brand recognition, brand image, and brand loyalty. Brand loyalty or reputation has one significant impact on e-WOM as well. While brand recognition has nothing to do with E-WOM. Furthermore, the results of this research definitely point to the importance of the impact on E-WOM while brand recognition has no impact on E-WOM. The study's conclusions also highlight the importance of mediating variables including brand awareness, brand image, and brand loyalty. This study can prove that almost all moderating effect variables are involved in mediating social media marketing on Garuda Indonesia's e-WOM airline, except the brand awareness variable, which has no indirect effect or has no impact on the relationship between social media marketing and E-WOM. The results of this study should be relevant to a social media strategy, particularly for Garuda Indonesia Airlines.

Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones

Smartphones have become one of the primary needs for all people. According to the Newzoo report (2021), it has been found that the largest smartphone users will be in China in 2020 with a total of 911.9 million users. Indonesia is ranked fourth, with 160.23 million users. By 2023, Newzoo pre.dicts there will be 4.3 billion smartphone users globally. The purpose of this research is to examine several factors that can improve purchasing decisions. factors such as brand awareness, price, and promotion have an effect on purchase decisions. A questionnaire test, validity, reliability and hypothesis testing will be conducted on 150 data obtained from the initial questionnaire. From the results of this research, it was found that the independent variables simultaneously effectd the purchase decision variable. Brand awareness variable has the most dominant effect on purchase decision

The Effect of Social Media Marketing and Brand Awareness on Purchase Decisions through Purchase Intention in Kopiria

This study aims to determine the effect of social media marketing and brand awareness to purchase decisions through purchase intention. The type of research used is explanatory research using a quantitative approach. The sample used is 100 respondents who are consumers of Kopiria Kartini Samarinda using a non-probability sample with purposive sampling technique. Analysis of the data used is path analysis. The results showed that the Social Media Marketing variable had a significant influence to the Purchase Intention variable, the Brand Awareness variable had a significant influence to the Purchase Intention variable, the Purchase Intention variable had a significant influence to the Purchase Decision variable, the Social Media Marketing variable didn’t have a significant to the Purchase Decision variable, the Brand Awareness variable didn’t have a significant effect to the Purchase Decision variable, the Social Media Marketing variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable, and the Brand Awareness variable through Purchase Intention as the intervening variable has a significant influence to the Purchase Decision variable. Thus Kopiria Kartini Samarinda continues to strive to carry out marketing strategies that keep up with the times. This will make consumer interest in the brand will always increase and lead to purchasing decisions.

PENGARUH DIGITAL MARKETING, MEDIA SOSIAL, DAN MARKETPLACE TERHADAP BRAND AWARENESS (Studi Kasus Pada Online Shop LittleLena)

This study aims to examine the effect of digital marketing, social media, and marketplace on Brand awareness (case study on online shop littlelena) The population used in this study is littlelena's followers with a sample of 100 respondents using a quantitative approach with the aim of testing the effect of digital marketing, social media, and marketplace on Brand awareness of the case study on the littlelena online shop. This research was conducted for 1 month, starting from August 1, 2021 to September 2, 2021. The results of this study indicate that the Digital Marketing variable does have a positive positive effect on the Brand awareness variable, the social media variable has a positive effect on the Brand awareness variable, and the Marketplace variable has a positive effect on Brand awareness, and there are positive effect and simultaneously between independent variabel on dependent variable.

The Effect of Brand Awareness, Customer Engagement and Marketing Channel on Purchase Interest in Wedding Organizer Promises

Janji Nikah Wedding Organizer is a wedding organizer, which serves consumers who want to hold traditional and non-traditional wedding ceremonies. This study aims to determine the effect on the variables of brand awareness, customer engagement and marketing channels for buying interest. This research is an analytical survey with a quantitative approach, cross-sectional design. The data were collected through filling out a questionnaire using a total sampling technique, a population of 120 people as respondents. Analysis of the data used in this study is SEM-PLS (Partial Least Square). The results of this study indicate that several of the tested hypotheses gave positive and negative results, positive hypotheses were found in the customer engagement variable and marketing channels. While the results of the negative hypothesis are found in the brand awareness variable, partially this hypothesis has an effect and some does not affect Purchase Interest. The conclusion of this study is that each variable has its own influence, there is a negative and positive influence. Suggestions from this research on the Promise of Marriage Wedding Organizer, Brand awareness is not the only thing that can increase buying interest, but awareness of a brand also remains important to build trust in a brand, the company is expected to pay more attention to input and suggestions from consumers so that they are better known by the general public and increase buying interest. Keywords: Purchase intention, brand awareness, customer engagement, marketing channels.

Pengaruh brand awareness terhadap minat pembelian pada usaha kreatif Pathi’s Chocolade di Sidoarjo Jawa Timur

The purpose of this study was to determine the extent of brand awareness in Pathi's chocolade creative business, purchase interest in Pathi's chocolade creative business, and the influence of brand awareness on purchase interest in Pathi's chocolade creative business in Sidoarjo, East Java. This study uses a quantitative descriptive method with data collection techniques through the distribution of questionnaires, and library data. In this study, the sample used was 100 customers. The data analysis technique used was simple linear regression analysis using the SPSS application. The results show that (1) the brand awareness variable has a good category assessment score with an average score of 49.1 questionnaire results (minimum score range of 28-maximum 60), (2) the purchase interest variable has a good rating category with an average score of the questionnaire results. 49.3 (minimum score range of 28-maximum 60), and (3) there is an influence of brand awareness of 64.3% on purchase intention, while the remaining 35.7% which is influenced by other factors is not examined in this study.

Brand Awareness, Halal Label, Subjective Norm Towards Purchase Intention Through Attitude as an Intervening Variable

The purpose of the study is to test brand awareness, halal labels, subjective norms on purchase intention and attitude able to mediate. The research design used exploratory descriptive research using primary data and skunder. The data source is taken directly from respondents in the form of respondents' answers on the questionnaires distributed. The population and sample of the study were 100 respondents of the Management Study Program. The results of the study explained that brand awareness, halal labels, subjective norms positively increase attitude and brand awareness, halal labels, subjective norms, have a positive and significant effect on purchase intention, and brand awareness variables, halal labels, subjective norms, have a positive and significant effect on purchase intention through attitude as an intervening variable.

THE INFLUENCE OF PROMOTION, BRAND AWARENESS, AND BRAND AMBASSADORS ON PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE

This study aims to determine the effect of promotion, brand awareness, and brand ambassadors on purchasing decisions in the Shopee marketplace. This research method is quantitative with 100 respondents in Jogosari Village, Pandaan District, Pasuruan Regency with incidental sampling technique. Data analysis used multiple linear regression with the help of SPSS version 24 for windows. Based on the research results, the promotion variable has a significant effect on purchasing decisions (tstatistic 2.128 > ttable 1.984984). The brand awareness variable has a significant effect on purchasing decisions with a value (tstatistic 2.396 > ttable 1.984984). However, the brand ambassador variable has no significant effect on purchasing decisions (tstatistic 0.055 < ttable 1.984984).

PENGARUH WORD OF MOUTH, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

This study aims to determine whether there is an influence of Word of Mouth (x1), Brand awareness (x2) and product quality (x3) on purchasing decisions (y) on Consumers of Mie Gacoan in Yogyakarta. This research is a quantitative research, using descriptive analysis. By sampling using the nonprobability sampling technique method with questionnaire instruments. Meanwhile, the data retrieval technique uses purposive sampling. The sample in this study was 122 respondents calculated by the ancient rao formula. Analyzed using multiple regression analysis. The results showed that the Word Of Mouth variable (x1) had no influence on the purchase decision (y) as evidenced by the significance value of 0.395 > 0.05 and the T-count value of -0.853 < the T-table value of 1.980 then Ho1 was accepted and Ha1 was rejected. And there is an effect of Brand Awareness (x2) on the Purchase decision (y) the significance value of 0.000 < 0.05 and the T-count value of 5.679 > T-table 1.980 then Ho1 is rejected and Ha2 is accepted. And there is an effect of Product Quality (x3) on purchasing decision (y) with a significance value of 0.000 < 0.05 and a T-count value of 8.230 > T-table 1.980, then Ho1 is rejected and Ha2 is accepted. And from the results of the coefficient of determination analysis test, it is known that the value of R Square is 0.747, this means that the variables word of mouth (WOM) (x1), brand awareness (x2), and product quality (x3) simultaneously affect the variable purchase decision (y) which is 74.7%. Based on the calculations above, it can be concluded that there is an influence of brand awareness variables (x2) and product quality (x3) on purchasing decisions. Meanwhile, there is no influence on the Word of Mouth (x1) variable on purchasing decisions. Based on the analysis above, it can be concluded that there is a simultaneous influence of the variables word of mouth, brand awareness, product quality on the purchasing decision of Mie Gacoan in Yogyakarta

PERAN KESADARAN MEREK MEMEDIASI PENGARUH KUALITAS LAYANAN TERHADAP EKUITAS MEREK PADA PELANGGAN JASA KURIR JNE

Brand equity is a set of brand assets and liabilities associated with a brand, its name and symbol, which increase or decrease the value provided by a product or service to the company and or the company's customers. This study was conducted with the aim of explaining the effect of service quality on brand equity mediated by brand awareness variables on customers of courier services PT. TIKI Jalur Nugraha Ekakurir (JNE) in Denpasar City. Quantitative research with data collection using questionnaires via google form was carried out on customers of courier services PT. TIKI Jalur Nugraha Ekakurir (JNE) in Denpasar City, with a research sample of 100 people. Technical analysis used is descriptive analysis technique and inferential analysis technique. The results show that service quality has a positive and significant effect on brand awareness, then brand awareness has a positive and significant effect on brand equity, then service quality has a positive and significant effect on brand equity, and brand awareness mediates the effect of service quality on brand equity positively and significantly courier services of PT. TIKI Jalur Nugraha Ekakurir (JNE) in Denpasar City. Keywords: Brand Equity, Brand Awareness, Service Quality.

SMEs Internationalization Process through Brand Awareness and Perceived Quality

The development of technological knowledge of SMEs is increasing, and the dynamics in the global economy had a significant effect on SMEs. SMEs need to expand their market share to expand in international markets. This research examined the effects of brand awareness and perceived quality on the internationalization process of SMEs that were carried out on 367 SMEs in Madura. The research results indicated that the brand awareness variable had no significant effect on the internationalization process of SMEs. The significance value was more significant than 0.05, namely 0.079 > 0.05, and had a smaller tcount than ttable, namely 1.760 < 1.966. Meanwhile, the perceived quality variable had a significant effect on the internationalization process of SMEs because the significance value obtained was smaller than 0.05, namely 0.000 < 0.05, and had a greater tcount than ttable, namely 8.671 > 1.966. The variables of brand awareness and perceived quality simultaneously had a significant effect on the internationalization process of SMEs. The analysis results showed that the magnitude of the effects of brand awareness and perceived quality on the internationalization process of SMEs was only 24.9%. The remaining 75.1% might be affected by variables not mentioned in this research.

SMEs Internationalization Process through Brand Awareness and Perceived Quality

The development of technological knowledge of SMEs is increasing, and the dynamics in the global economy had a significant effect on SMEs. SMEs need to expand their market share to expand in international markets. This research examined the effects of brand awareness and perceived quality on the internationalization process of SMEs that were carried out on 367 SMEs in Madura. The research results indicated that the brand awareness variable had no significant effect on the internationalization process of SMEs. The significance value was more significant than 0.05, namely 0.079 > 0.05, and had a smaller tcount than ttable, namely 1.760 < 1.966. Meanwhile, the perceived quality variable had a significant effect on the internationalization process of SMEs because the significance value obtained was smaller than 0.05, namely 0.000 < 0.05, and had a greater tcount than ttable, namely 8.671 > 1.966. The variables of brand awareness and perceived quality simultaneously had a significant effect on the internationalization process of SMEs. Based on the results of the F-test on the comparison between Fcount > Ftable, the Fcount was 61.817, or more significant than Ftable, 3.01. The analysis results showed that the magnitude of the effects of brand awareness and perceived quality on the internationalization process of SMEs was only 24.9%. The remaining 75.1% might be affected by variables not mentioned in this research.

PENGARUH VIRAL MARKETING DAN BRAND AWARENESS TERHADAP INTENSI PEMBELIAN

Internet use in Indonesia has increased due to Covid-19 which requires all activities outside the home to be carried out online. Thus, there is an opportunity for each product to be promoted through the internet, be it social media or online shopping. The purposes of this research are to examine the effect of viral marketing and brand awareness on purchase intention. The type of this study is descriptive research that explains the characteristic and nature of the research. The sampling technique uses non-probability sampling and purposive sampling. The research collected data from 128 respondents by conducting a survey through online questionnaire. The research sample consisted of respondents aged over 18 years and respondents who had subscribed and were viewers (non-subscribers). to RANS Entertainment YouTube channel. SEM-PLS testing were used to analyzed the data with SmartPLS. From the results of the hypotheses testing, it can be concluded that viral marketing has not significant effect on purchase intention. Brand awareness has significant effect on purchase intention. In this study, it can be said that the viral marketing variable is not able to attract purchase intentions for Kopi Gilus Mix products while the brand awareness variable is able to attract purchase intentions.

THE INFLUENCE OF ADVERTISING, DIRECT MARKETING AND EVENT EXPERIENCE ON BRAND AWARENESS AND THEIR IMPACT ON PURCHASE DECISION

The new model of business selling dried flower in Sukabumi has become an interesting research object to test its marketing variables. In this study, the variables used to determine the extent to which the Brand Awareness variable is formed from the Advertising variable, the direct marketing variable and the Event & Experience variable, impacted on purchasing decisions. The method used is descriptive quantitative. The model was analyzed by structural equation modeling (Structural Equation Modeling) based on components or variants (component bases) which is popular with Partial Least Square (PLS). The results show that the three variables tested significantly affect Brand Awareness, namely the Total Effect value of 0.028 for Advertising, 0.096 for Direct Marketing, and 0.0558 for Event & Experience. The conclusion in this study describes the variables that strongly support the creation of Brand Awareness in a product between Advertising, Direct Marketing and Ecent & Experience; a strengthened Event & Experience has a significant influence

Pengaruh Literasi Zakat, Infaq, Shadaqah (ZIS), Kepercayaan, dan Brand Awareness terhadap Keputusan Menyalurkan Zakat dan Donasi Melalui Tokopedia

This study aims to determine the effect of literacy variables on zakat, infaq and shadaqah (zis), trust and brand awareness on decisions to distribute zakat and donations. The data processing in this study uses quantitative analysis using the Structural Equation Model (SEM) analysis technique with the Partial Least Square (PLS) approach using the SmartPLS 3.0 statistical software. The instrument used to obtain data is a questionnaire using a Likert scale. In taking the sample obtained by non-probability sampling method using purposive sampling technique, the sample obtained is 95 respondents at the students of the Faculty of Islamic Religion, Ibn Khaldun University, Bogor. The results of this study indicate that the literacy variable zis has a negative and insignificant effect on the decision to distribute zakat and donations through Tokopedia. The trust variable has a positive and significant effect on the decision to distribute zakat and donations through Tokopedia. The Brand Awareness variable has a positive but not significant effect on the decision to distribute zakat and donations through Tokopedia. Variable literacy zis, trust, brand awareness simultaneously influence the decision to distribute zakat and donations by 66.4%. While the remaining 33.6% is explained by other exogenous variables outside of this study.
 Keywords: Brand Awareness, Trust, Decision to Distribute Zakat and Donations, Literacy ZIS