Influence Of Brand Awareness Research Articles

The Influence of Influencer Marketing and Brand Awareness on Purchase Decisions of Chatime in Bengkulu City

This study aims to analyze the influence of influencer marketing on purchase decisions, the influence of brand awareness on purchase decisions, and the influence of both influencer marketing and brand awareness on purchase decisions. The population of this study is Generation Z who purchase Chatime in Bengkulu City. The sample consists of 100 respondents, selected through purposive sampling and non-probability sampling using the Cochran formula. Data analysis was performed using multiple regression and hypothesis testing, employing SPSS version 25. The results of this study conclude that (1) influencer marketing has a positive influence on purchase decisions with a significance of 0.018 0.05, (2) brand awareness has a positive influence on purchase decisions with a significance of 0.000 0.05, and (3) influencer marketing and brand awareness simultaneously have a positive influence with a significance of 0.000 0.05.

Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region

Analisis Message Appeals Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi

In the digital era, social media plays a very important role in selling beauty products. Displaying creative and innovative advertisements can increase purchase interest and improve the image of the product to be recognized by many people. This study aims to determine the effect of message appeals and brand awareness on purchase intention, as well as how the influence of brand awareness in mediating the relationship between message appeals and purchase intention in consumers of the originote products in the city of Sukabumi. This study uses quantitative research methods with a causal descriptive approach. The sampling technique in this study used probability sampling method, namely purposive random sampling with a total of 155 people in the city of Sukabumi who are interested in buying the originote skincare products. The data analysis technique used in this study is structural equation modeling (sem) using partial least square (pls). The results of this study indicate that there is a positive and significant effect of message appeals on brand awareness, a positive and significant effect of brand awareness on purchase intention and message appeals have a negative and insignificant effect on purchase intention on potential consumers of the originote product in the city of Sukabumi.

The Effectiveness of Tiktok in Increasing Brand Awareness Among Users

Technological advancements have revolutionized marketing strategies, particularly in the realm of social media. As businesses recognize the importance of brand awareness in consumer decision-making, platforms like TikTok have emerged as powerful tools for enhancing brand visibility. Despite its rapid rise in popularity, TikTok's effectiveness in increasing brand awareness remains underexplored. This study investigates "The Effectiveness of TikTok in Increasing Brand Awareness Among Users" with three primary objectives: (RO1) to identify the effect of Mobile Application Values, Information Quality, System Quality, and Influencer Trust on Brand Awareness; (RO2) to identify the effect between Brand Awareness and Word of Mouth; and (RO3) to analyze the effect between Brand Awareness on Purchase Intention. The research adopts a quantitative approach, utilizing a questionnaire distributed to B2C TikTok users. A sample size of 343 respondents was determined using stratified sampling. Descriptive and regression analyses were conducted to interpret the data. The results indicate that Mobile Application Value, System Quality, and Influencer Trust significantly influence Brand Awareness on TikTok, while Information Quality does not exhibit a significant effect. Moreover, Brand Awareness positively impacts both Word of Mouth and Purchase Intention, underscoring its pivotal role in consumer behavior. This study contributes to a deeper understanding of TikTok's potential as a branding tool and offers practical insights for marketers seeking to leverage the platform effectively. Despite limitations in sample size and survey biases, the findings provide a foundation for future research and the refinement of marketing strategies in the dynamic landscape of social media.

Pengaruh Brand Awareness, Asosiasi Merek, Persepsi Kualitas dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Wardah.

This research aims to investigate the impact of Brand Awareness, Brand Association, Perceived Quality and Perceived Price on Wardah cosmetic purchasing decisions among the general public in Purwokerto, using non-probability sampling techniques and involving 124 respondents. The research variables include four independent variables, namely the influence of Brand Awareness, Brand Association, Perceived Quality, Perceived Price Qualityice one dependent variable, namely purchasing decisions. The method used in this research is quantitative research and distributing questionnaires to representative respondents, namely respondents who have used Wardah products and live in Purwokerto. This questionnaire technique uses a Likert scale and distributes the questionnaire online via Google Form. Because the population in this study is unknown. In this research, determining the sample size refers to Roscoe's research. The research method used is multiple linear regression analysis, with data processing carried out using IBM SPSS 26 Statistics. The research results show that Brand Awareness and Perceived Price have a positive influence on purchasing decisions, while Brand Association and Perceived Price have a negative influence on purchasing decisions.

Impact of Digital Marketing Transformation on Purchase Intentions in B2B Consumers: The Moderating Influence of Brand Awareness

The abstract should summarize the entire study, including the research objective, methodology, main findings, and conclusions. Highlight the role of digital marketing trends (such as social media marketing, content marketing, AI-driven personalization) and their influence on purchase intentions in B2B contexts. Mention how brand awareness moderates this relationship and what implications these findings might have for B2B marketers.Digital marketing transformation is reshaping the landscape of B2B interactions, influencing consumer purchase intention through various innovative approaches. This study examines the role of digital marketing trends, including personalized content, AI-driven analytics, and social media engagement, on the purchase intentions of B2B consumers. Further, it explores the moderating effect of brand awareness on these relationships. Using a mixed-methods approach, survey data from B2B consumers across various industries highlight the importance of these digital tools in enhancing consumer engagement and fostering purchase intention. Findings indicate that high brand awareness amplifies the positive effects of digital marketing transformation on purchase intentions, suggesting that firms that leverage both digital transformation and strong brand equity can achieve a significant competitive advantage in the B2B market.

THE INFLUENCE OF BRAND AWARENESS AND BRAND ASSOCIATION ON NETFLIX BRAND EQUITY THROUGH BRAND LOYALTY

Abstract The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness and brand association on Netflix brand equity through brand loyalty. The type of research conducted is quantitative descriptive with a causal approach, sampling techniques using purposive sampling and obtained a sample of 170 respondents. Analysis method using SEM with Amos 24.0 Analysis tool.The results showed that brand awareness has no effect on brand equity, brand association affects brand equity, brand loyalty affects brand equity, brand awareness affects brand loyalty, brand association has no effect on brand loyalty. Also, brand loyalty is able to mediate the influence of brand awareness on brand equity. However, brand loyalty is not able to mediate the influence of brand association on brand equity. Based on the results of research that has been done, it can be concluded that the importance of building a strong and positive brand association and increasing brand loyalty to strengthen Netflix's brand equity

Pengaruh Brand Awareness dan Product Design terhadap Buying Decision melalui variabel Purchase Intention pada Produk AQUA Japan di Kota Serang

This research aims to determine the influence of brand awareness and product design on purchasing decisions through the purchase intention variable. The subjects in this research were 250 community respondents in Serang City. Data analysis tools use SPSS and SmartPLS using a Likert scale. The results of the research show that there is a significant influence between the product design variable on the purchase intention variable, but no direct influence was found between brand awareness on the purchase intention variable for AQUA Japan products in Serang City. Then there is a significant influence of the brand awareness, product design, purchase intention variables on the buying decision variable for AQUA Japan products in Serang City. This research also found that the purchase intention variable does not have a mediating effect on the influence of brand awareness on buying decisions, but the purchase intention variable can be used as a mediation on the influence of product design on buying decisions for AQUA Japan products in Serang City.

The Role of Brand Awareness Mediation on the Influence of Media Richness and Information Quality on Purchase Intention on MS Glow Cosmetic Products

The era of globalization has brought many changes, one of which is the use of social media as a communication medium used by local brands in carrying out their marketing activities. MS Glow took advantage of this opportunity to increase the use of social media to promote skin health to the public and succeeded in achieving first position in the ranking of the best-selling skincare brands in e-commerce. This achievement is not in line with the results of the pre-survey which found that the public has a minimal level of purchase intention. This research aims to analyze the influence of brand awareness in mediating media richness and information quality on purchase intention. The research design was a quantitative associative study carried out in Denpasar City which has quite high purchasing power and health awareness. There were 70 respondents who acted as samples in the research and the research instrument was distributed via the Google Form platform. Validity tests, reliability tests, and confirmatory factor analysis were carried out on the research instruments, and path and Sobel analyzes were carried out to test the research hypotheses. The results of this research are: 1) media richness has a positive and significant effect on brand awareness, 2) information quality has a positive and significant effect on brand awareness, 3) media richness has a positive and significant effect on purchase intention, 4) information quality has an effect positively and significantly on purchase intention, 5) brand awareness has a positive and significant effect on purchase intention 6) brand awareness plays a role in mediating the influence of media richness on purchase intention, and 7) brand awareness has a positive and significant influence in mediating the influence of information quality on purchase intention

Pengaruh Brand Awareness dan Influencer Tasya Farasya terhadap Brand Trust Produk Skintific

Brand trust is an important thing that the company must pursue. This is because brand trust is closely related to the company's existence. This research was conducted aiming to find out whether there is influence of Brand Awareness and influencer Tasya Farasya on Brand Trust of SKINTIFIC Products. Researchers refer to the theory of communication persuasion matrix to analyze the concept. The method used in this research is quantitative with explanatory research. Technique The sample in this study was calculated using purposive sampling. The results of this study indicate that brand awareness and influencer Tasya Farasya has a positive and significant effect on brand trust. The independent variable simultaneously influences the dependent variable by 81.9%.

Antecedents and consequences of the creative food tourism experience: Brand equity insights

This study introduces the creative food tourism experience (CFTE) idea to the fine-dining restaurant market, thereby broadening the understanding of food tourism. It examines the CFTE triggers and possible outcomes and also investigates the role of brand equity. It also incorporates staff cohesion as a personal environmental component and ties the balance theory to the brand experience theory by examining brand equity as a distinct outcome of CFTE. The results of a study conducted on 574 food tourists in authentic Egyptian fine dining establishments show that sensory and personal environment elements have a large and favourable impact on consumers’ CFTE, with restaurant atmosphere having the greatest influence. The results suggest that CFTE influences brand awareness, brand image, and perceived quality. Remarkably, brand trust moderates the relationship between perceived quality and brand loyalty but not the one between brand awareness, brand image, and brand loyalty. The study provided a significant contribution to restaurateurs.

Pengaruh Kesadaran Merek dan Asosiasi Merek Terhadap Keputusan Pembelian Smartphone Oppo (Studi Kasus Konsumen Counter Oppo Plaza Millenium Medan)

This study aims to determine the influence of Brand awareness and Brand Associations on Purchasing Decisions on OPPO Smartphones (Case Study of Oppo Plaza Millennium Medan Consumer Counters)". This research uses quantitative methods with non-probability sampling techniques. With a total sample of 108 people who are consumers from the Oppo Plaza Millennium Medan counter. The data collection technique in this research was carried out by distributing questionnaires whose measurements were on a Likert scale and processed statistically using multiple linear regression analysis and hypothesis testing with the t-test, F test, and coefficient of determination (R2), which were previously data. It has been tested using validity, reliability, and classic assumption tests—the data’s processing using the SPSS For Windows 25.0 program. Based on partial hypothesis testing, there is no influence or significance between Brand Awareness and Purchasing Decisions, with a value of count < Tabel, 1.221 < 1.982, and a sig. 0.225 > 0.05. Brand Association positively and significantly influences Purchasing Decisions, with a value of count> Tabel, 7.250 > 1.982, and a sig. 0.000 < 0.05. Furthermore, the research results show that the variables Brand Awareness and Brand Association simultaneously have a positive and significant effect on purchasing decisions. This can be seen from the value of Fcount > FTabel, 49.443 > 2.30, and the sig level. 0.000 < 0.05. The coefficient of determination test shows a value of 0.549, which means that the influence of brand awareness and brand associations on purchasing decisions is 54.9%. In contrast, other variables outside this research influence the rest.

Pengaruh Brand Image dan Brand Awareness terhadap Keputusan Pembelian Body Lotion Vaseline (Studi pada Pengguna Body Lotion Vaseline di TikTok Shop)

This research aims to describe purchasing decisions, brand image, and brand awareness and analyze the influence of brand image and brand awareness on the purchasing decisions of Vaseline body lotion users at the TikTok Shop. The research uses quantitative methods with descriptive and verification approaches. Samples were taken through purposive sampling involving 100 Vaseline body lotion users at the TikTok Shop, and data was collected through a questionnaire. Data analysis includes multiple linear regression, correlation coefficient, and coefficient of determination. Descriptive analysis shows a purchasing decision score of 3,353 (very good), brand image 2,445 (good), and brand awareness 2,678 (very good). The research results show that brand image influences purchasing decisions with a correlation of 0.825 and brand awareness with a correlation of 0.813. Simultaneously, brand image and brand awareness influence purchasing decision with a simultaneous correlation of 0.935 and an influence contribution of 87.4%.

The Effect of Viral Marketing on Brand Awareness through Purchase Decision: Studies Coffee in Malang City

This study has the purpose to find out how to build brand awareness by means of viral marketing and make consumers interested in making purchase decisions. The approach used in this research is explanatory. The results that have been obtained show that viral marketing significantly influences brand awareness with purchase decisions as an intervening variable. These results indicate that: (1) There is a positive and significant effect of viral marketing on brand awareness. (2) There is a positive and significant effect of viral marketing on purchase decisions. (3) There is a positive and significant effect of the purchase decision on brand awareness. (4) There is a positive. Keywords: viral marketing1, brand awareness2, purchase decision3, fore coffee4

The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia

The significant decrease in the number of visitors and not the first rank e-commerce platform in Indonesia indicates a decline in brand awareness and positive word-of-mouth. Considering the current critical condition of Lazada Indonesia in terms of awareness, the company must implement an innovative strategy to maintain the attraction of the platform and social media, while also gaining new customers and retaining existing ones. One approach is to efficiently utilize and enhance content marketing using social media to increase awareness of the company, which could result in increased positive word of mouth. The purpose of this study is to explore the influence of content marketing has on word of mouth among users of Lazada Indonesia, while also examining the mediating role of brand awareness. The data for this research were obtained from a sample of 85 respondents who are users of Lazada Indonesia and who follow Lazada Indonesia’s social media accounts. The analysis and verification of all the results were conducted using SEM-PLS. The research findings show that Lazada Indonesia’s content marketing has a positive influence on word of mouth and brand awareness among its users. The influence of brand awareness on word of mouth is positive but low influence. Furthermore, content marketing has a positive influence on word of mouth through brand awareness a mediating variable. Research findings indicated that Lazada Indonesia’s content marketing has a positive also significant influence on word of mouth and brand awareness among Lazada Indonesia’s users. Same as the result of brand awareness has a positive and significant effect on word of mouth. Moreover, there is a positive and significant influence of content marketing on word of mouth through brand awareness as a mediating variable.

Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Produk Halal Pada Gerai Pempek Nony 168 Palembang

The growth of the Muslim population in Indonesia has strengthened public awareness regarding halal food, making this issue increasingly important in the culinary industry. However, complexity in the process of making halal certification is often faced, especially by small and medium scale producers, who consider the process of making halal certification a complex challenge and require expensive costs. The aim of this research is to determine the influence of brand awareness, product quality and brand image on consumer purchasing decisions for halal products. The data collection technique uses a questionnaire. Samples were taken using the Non Probability Sampling Technique with the Purposive Sampling method which was distributed to 115 respondents from consumers of Pempek Nony 168 Palembang. This research uses testing tools in the form of SmartPLS 3.0 software with the PLS-SEM analysis method. The research path coefficient results show that product quality has a positive and significant influence on brand loyalty, but brand awareness does not have a positive and significant influence on brand loyalty. Apart from that, brand awareness and brand loyalty have a positive and significant influence on purchasing decisions, but product quality does not have a positive and significant influence on purchasing decisions.

Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness

Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness

The Role of Sustainability Perception in Consumer Behavior: A Study of Packaging, Ingredients, and Brand Awareness in the Soft Drinks Industry

This research seeks to understand how ingredients, packaging, brand awareness, and sustainability perception interact and influence consumer behavior in the soft drinks industry, specifically Coca-Cola. The online survey to 100 respondents was conducted via Google Form and the collective data was analyzed by the SPSS software. While the research examined the impact of ingredients and packaging on consumer decisions (H1 and H2), no direct effect was found. However, the research revealed a strong positive correlation between sustainability perception and consumer behavior (H3, R² = 0.391, beta = 0.423). Interestingly, a positive relationship emerged between packaging and ingredient impact on one hand, and sustainability perception on the other (H4, beta = 0.778). Additionally, sustainability perception was found to positively influence brand awareness (H5, beta = 0.548). These findings suggest that consumers prioritize sustainability when making purchasing decisions in the soft drinks industry, and that a brand's commitment to sustainable practices can indirectly influence consumer behavior through positive sustainability perception

Purchase Intention among Generation Z: product innovation, green marketing, brand awarness, and brand image

The rapid development of technology in the current era is also utilized in creating environmentally friendly products, amidst the industrial world that is beginning to have social and environmental impacts, which can influence lifestyle and societal behavior, influenced by factors such as economic ability, awareness, and the abundance of goods proportional to the increasing needs of individuals, where appearance is a very important factor to be considered to enhance beauty. With increasingly fierce competition, the Somethinc brand creates quality and environmentally friendly beauty products while still considering the impact on the environment in the future. To address this challenge, this study aims to investigate the factors influencing the purchase intention of Somethinc products. Research data were obtained through an online survey involving 200 respondents. Data analysis was conducted using Structural Equation Model (SEM) with the SmartPLS 4 analysis tool. The results show that Product Innovation does not affect purchase intention, while green marketing and brand awareness influence purchase intention. Brand image mediates the influence of product innovation, green marketing, and brand awareness on purchase intention for Somethinc products among Generation Z in Indonesia.

Enhancing Nogi Livin’s Brand Awareness: A Customer Decision Journey Perspective through Social Media

This study investigates the effectiveness of digital marketing strategies employed by Nogi Livin, an emerging Indonesian furniture company, in enhancing brand awareness and influencing customer decision journeys. The global furniture market’s expansion is leveraged by digitalization and changing consumer preferences, presenting challenges and opportunities for companies like Nogi Livin. Using the McKinsey Consumer Decision Journey Model, this research delineates the impact of social media strategies on customer engagement and purchasing decisions. A mixed-method approach, including quantitative data from online surveys and qualitative insights, was employed. Structural Equation Modeling (SEM) was used to measure the relationship between online presence and brand awareness, and subsequently, the influence of brand awareness on customer engagement. Findings indicate a significant positive correlation between strategic online engagements and enhanced brand awareness, which strongly links to increased customer engagement and positively affects the consumer decision journey. This research contributes to theoretical and practical understandings of digital marketing’s impact in the furniture industry.