Influence Of Brand Awareness Research Articles

The Mediating Effect of Brand Awareness on the Relationship between Quality of Hair Salon Service and Customer Behaviors

The purpose of this study was to investigate the mediating effect of brand awareness on the relationship between hair salon service quality and customer behavior in order to increase customers' recommendation and revisit intentions. To obtain data, a self-filling questionnaire consisting of 23 items related to general characteristics, communication style, customer reliability, and intention to revisit was used for 466 customers using hair salons. SPSS 20.0 was used for the analysis, and frequency analysis, factor analysis, reliability analysis, regression analysis, and mediation regression analysis were used.As a result, the sub-dimensions of service quality were derived from the four factors of reliability, tangibility responsiveness, and certainty, and the lower dimensions of customer behavior were derived from intention to recommendation and intention to revisit. Brand awareness was derived from a single factor. The influence of hair salon service quality on brand awareness, the influence of brand awareness on customer behavior, and the influence of service quality on customer behavior had a positive effect. In addition, brand recognition had a mediating effect in the relationship between reliability, tangibility and intention to recommendation, and a full mediating effect was found in the relationship between responsiveness, certainty and intention to recommendation. Brand awareness had a mediating effect in the relationship between tangibility, responsiveness, certainty, and intention to revisit, and a complete mediating effect in the relationship between reliability and intention to revisit. Brand awareness was found to be an important variable in the relationship between service quality and intention to revisit. Based on these findings, it is hoped that they will be used as fundamental data for brand research and brand awareness. Furthermore, the company anticipates that it will be beneficial in revitalizing management and generating visible profits.

The Influence of Social Media Marketing Instagram towards Brand Awareness, Brand Image, and Brand Loyalty of @Somethincofficial

After China and India, Indonesia has the third greatest number of internet users in Asia. Because of the large number of internet users in Indonesia and the extensive usage of social media in the country, one of them is Instagram. Understanding the factors that influence brand awareness, brand image, and brand loyalty on social media marketing, Instagram is a tremendous chance for business owners who want to strengthen their brands in the eyes of their customers. This study intends to develop measurement materials to assess the impact of Instagram marketing on brand awareness, image, and loyalty in one of Indonesia's leading skincare brands, "Somethinc." Entertainment, Interaction, Trendiness, Advertisement, and Customization are the sub-dimensions that will be employed in this study. The information for this study was gathered by sending out online surveys to Instagram users who follow the Somethinc social media account (@somethincofficial). This study employed SPSS software to examine the validity and reliability of 30 Indonesian respondents. The findings of this investigation show that all measurement materials are valid and reliable and can be used for further research.

Pengaruh Asosiasi Merek Terhadap Keputusan Pembelian Dengan Kesadaran Merek Sebagai Variabel Intervening

The research was aimed at determining the influence of brand awareness in mediating the relationship between brand associations toward buying decision. The research methods applied were associative descriptive and cluster sampling method by spreading out online questionnaires to 385 students who were Oppo users in Sukabumi city. The technique of analyzing data used in the research was Structural Equation Modeling (SEM) with the help of data tabulating software IBM SPSS AMOS 24. The results of the research show that brand association influence significantly toward brand awareness, brand awareness influences positively and significantly toward buying decision, and brand awareness mediates the relationship of brand awareness toward buying decision.
 Keywords: Brand Association, Brand Awareness, Buying Decision

Pengaruh Social Media Marketing dan Brand Awareness Terhadap Keputusan Pembelian Pada Cafe Pitstop Gresik

We want to shed light on how social media marketing and brand awareness influence consumers' purchase choices. “This study employs a quantitative and descriptive methodology. Customers of Cafe Pitstop Gresik make up the bulk of the study's sample. A sample of Cafe Pitstop Gresik customers who are at least 17 years of age, have social media accounts, and know Cafe Pitstop Gresik via social media is included in this research. Purposive sampling was utilized to gather the data, and 91 people took part in the survey. These values are above the necessary value of 0.70, which means that the study findings may be considered trustworthy. The composite reliability test yielded values for each variable of social media marketing (X1) 0, 902, brand awareness (X2) 0, 874, and purchase choices (X3) 0, 902. A quantitative descriptive research design, descriptive statistics and PLS analysis are all used in this study. According to the findings, social media marketing has a favorable and considerable impact on the purchase choices of customers. Brand awareness has a considerable impact on consumers' purchase choices, according to this study.”

The Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on Samsung Smartphone Purchase Decisions

The purpose of this research was to determine the effect of brand awareness, brandassociation, brand image, and word of mouth on purchase decisions. The populations in thisresearch are Banyumas citizen. The sample selection in this study was carried out bypurposive sampling. The samples used in this research are 100 samples. The data analysistechniques used in this research are descriptive statistics analysis, instrument test, classicalassumpsion test, multiple regression analysis, goodness of fit test, and hypothesis testing. Theanalysis result show that brand awareness, brand association, dan brand image has no apositive effect on purchase decisions meanwhile financial experience has effect on purchasedecisions.

Pengaruh Pemasaran Digital dan Kesadaran Merek terhadap Keputusan Pembelian di Store Zoya

This study aims to determine the effect of digital marketing and brand awareness on purchasing decisions at Zoya Bandung Indah Plaza. The population of this study includes members who buy products at Zoya Bandung Indah Plaza. The survey subjects in this study amounted to 100 people. This research method uses descriptive and linked research methods. This method considers the influence between the independent variable and the dependent variable. The results of the descriptive analysis research show that digital marketing and brand awareness on purchasing decisions at Zoya Bandung Indah Plaza are very good. The data analysis technique used is link test path analysis. It shows that the influence of digital marketing on purchasing decisions is 2%, the influence of brand awareness on purchasing decisions is 387 % of the influence of brand awareness and digital marketing on purchasing decisions at Zoya Bandung Indah Plaza is 829%.

The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee

In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.

Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions

Shopping through e-commerce is one of the new tools in the current era. Various brands offer the large selection of products or services making shopping through e-commerce like shopping in the city center, but online. Currently, many e-commerce companies are running similar services because e-commerce is important to build a strong brand from the audience and shows the value of the products or services they offer. The aim of the research is to see how significant the influence of Shopee’s brand equity is on consumer purchasing decisions in Indonesia. The research applies a quantitative approach with linear regression analysis to see the causal relationship between variables, with the help of the SPSS 23 application for windows. Data are collected by distributing structured questionnaires online to 100 respondents from various segments of age, gender, and area of residence. The results show that the variables of brand equity including brand awareness, perceived quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand association has no effect on purchasing decision. The most influential variable on purchasing decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee application managers should pay more attention to factors that affect brand equity since it has a positive and significant influence on online purchasing decisions.

The Influence of Product Placement on Brand Awareness of Ellips Hair Vitamin on Indonesia's Next Top Model Youtube Channel

This research is conducted based on the phenomenon of Indonesia’s Next Top Model (further abbreviated to INTM) on YouTube which appearing the product of Ellips hair vitamin and the appearance is continuously being talked about by viewers on social media. No wonder, it seems to impact the activity of social media of Ellips itself. The research aims at finding out whether product placement influences brand awareness of Ellips hair vitamin or not. The quantitative method in this research is engaged by using a questionnaire instrument spread to the population which is the subscribers of Indonesia's Next Top Model on YouTube. The questionnaires are shared to a hundred samples gained by systematic random sampling technique. A series of tests are also conducted, namely data analysis test by using classic assumption tests, correlation coefficient test, determination coefficient test, simple linear regression test, and hypothetical test. The result shows that the activity of product placement influences positively and significantly on Ellips brand awareness as well as having a strong and direct relationship. The variable of product placement and brand awareness has a good recapitulation value of percentage which is above 80% of the whole dimension from both variables. By keeping on going on remarkable performance on product placement, it will also increase brand awareness of Ellips. To conclude, the next activities on product placement shall choose which media or program that is more attractive or engaging to the viewers accordingly to the target market of Ellips

Perceived risk and its role in the influence of brand awareness on purchase intention: study of Shopee users

Purpose: This research aimed to analyze the role of perceived risk in the relationship between brand awareness and purchase intention. This research is important because the perceived risk of online purchasing can influence consumer purchasing behavior.Design/methodology/approach: This research used an explanatory study with a quantitative approach. The research was conducted on 112 Shopee users in Makassar City. Data were collected through an online questionnaire. The data collected were analyzed using the Structural Equation Modelling (SEM) with the AMOS application and the Sobel Test to test the indirect relationship.Findings: Risk, financial risk, time risk, delivery risk, and privacy risk were essential elements forming perceived risk. Brand awareness had a positive influence on purchase intention. Perceived risk was a variable that mediated the influence of brand awareness on purchase intention.Originality/value: The results of this research indicated that the more aware consumers are of a brand, the negative perceptions of the brand will appear due to the ease with which information was disseminated and accepted by consumers. Perception of risk is a factor that can reduce consumer buying interest. Consumer purchase intention towards a known brand will decrease if the brand is perceived as having a high risk.Research limitation: This research was conducted on most students who did not yet have stable financial capabilities. For further studies, we suggest using respondents who have better financial ability to provide a more tangible measurement of purchasing ability.Practical implication: Results showed that perceived risk could reduce the influence of brand awareness on purchase intention. Thus, minimizing risk, ensuring the absence of perceived negative things before choosing a brand, and ensuring consumer comfort in using a brand were factors encouraging purchase intention.

Determinants of brand awareness in the context of ethiopian domestic leather footwear industries

The main aim of the study was to determine factors, that influence brand awareness in the leatherfootwear industry in Ethiopia. Four determinants like brand perception, advertising, perceived quality, and product innovation, were kept in mind while doing this research. The Correlation and Regression analysis were used to analyze the data. The results of thestudy revealed that among the four variables, brand perception and perceived quality did have significant positive impact on brand awareness of local leather footwear while advertising and product innovation did not have much relevance.

Influence of Brand Awareness and Value Assessment of Apartments on Recommendation Intention - Mediating Effect of Eco-Friendly Building Planning Factor and Eco-Friendly Marketing -

The purpose of this study is to find out if satisfaction and recommendation intention for eco-friendly planning factor desired by future potential residents can be linked to future eco-friendly housing policies by analyzing the two concepts. In influence relationship between some elements, whether eco-friendly building planning factor and eco-friendly marketing play a mediating role has been researched. Looking at the hypothesis test, it was found that brand value and image had an effect on the recommendation intention. The perception in terms of residents who think about the value of the brand was not considered. Among the elements that influence consumers

The Effect of Corporate Social Responsibility on Brand Awareness: Evidence from the Insurance Sector in Zimbabwe

The aim of this study was to establish the eff ect of corporate social responsibility (donations, sponsorship and community involvement) on brand awareness within the insurance sector in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questions. The fi ndings show that corporate social responsibility positively infl uences brand awareness. The study contributes to studies that proved a signifi cant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance fi rms are advised to seriously plough back proceeds to their communities.

Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square.
 The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Merek Aqua

This research aims to examine the effect of green marketing on purchasing decisions and the influence of brand awareness on purchasing decisions for Aqua branded Bottled Drinking Water (AMDK) products. The variables used in this study are Green Marketing and Brand Awareness as an independent variable, and purchasing decisions as the dependent variable. This research uses quantitative methods. The number of samples used in this study were 100 respondents. By taking the sample using nonprobability sampling method with purposive sampling technique.The data collection method used a questionnaire. This study uses multiple linear regression analysis techniques using analysis tools SPSS version 20.0 for windows. The results of the analysis in this study indicate that (1) the Green Marketing variable has a significant effect on purchasing decisions with a t value of 2.029, greater than t table 1.984 with a significant value of 0.045, less than 0.05. (2) Brand Awareness variable has a significant effect on purchasing decisions with a t count value of 8.431, greater than t table 1.984 with a significant value of 0.000, smaller 0.05.

KEPUTUSAN PENGAMBILAN KREDIT PEMILIKAN RUMAH (KPR) PENGARUH BRAND AWARENESS, PHYSICAL EVIDENCE DAN SERVICE QUALITY PADA PT. BTN (PERSERO) Tbk

This research aims to determine the effect of brand awareness, physical evidence and service quality on mortgage decisions at Bank BTN Branch Office Surabaya Bukit Darmo. The sampling method are purposive sampling method with sample size of 100 respondents. The results showed that: (1) there is a positive and significant impact of brand awareness on the decisions to make KPR at Bank BTN Surabaya Bukit Darmo Branch office (2) There is a positive and significant effect of physical evidence on decision to make KPR at Bank BTN Surabaya Bukit Darmo Branch Office (3) there is a positive and significant effect of service quality on the decisions to make KPR at Bank BTN Surabaya Bukit Darmo Branch Office; and the regression coefficient is 0.314. (4) The influence of brand awareness, physical evidence and service quality on mortgage decisions at Bank BTN Surabaya Bukit Darmo Branch Office (adjusted R2) is 79.7%.

Multivariate Analysis for Determinants of Online Consumers Trust

This research aims to examine the effect of customer satisfaction on customer trust, the effect of security perception on customer satisfaction and customer trust, the influence of privacy on customer satisfaction and customer trust, the influence of brand awareness on customer satisfaction and customer trust, as well as the influence of customer satisfaction mediation on the relationship between perception security, privacy and brand awareness with customer trust. This research focuses observations on 100 people in Surabaya who have made transactions on online shopping sites. Private students and employees dominate the number of respondents in this research. To test the research hypothesis, this research adopted the Structural Equation Model-Partial Least Square (SEM-PLS) technique using SmartPLS. This research proves that brand awareness has a significant effect on customer trust and customer satisfaction, security perceptions have a significant effect on customer trust and customer satisfaction, privacy has a significant effect on customer trust and not on customer satisfaction, and customer satisfaction on customer trust

The Influence of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions on Make Over Cosmetic Products in Sidoarjo

The purpose of this study was to determine the effect of the Viral Marketing variable on the Purchase Decision, the influence of the Celebrity Endorser variable on the Purchase Decision, the influence of Brand Awareness on the Purchase Decision, and the influence of Viral Marketing, Celebrity Endorser, and Brand Awareness simultaneously affecting the Purchase Decision on Make Over Cosmetic Products. in Sidoarjo. This study uses a quantitative approach, by collecting data through a questionnaire. This study uses a purposive sampling technique. The sample used in this study was 100 respondents who used Make Over Cosmetics in Sidoarjo. The data analysis technique used to answer the hypothesis is multiple regression using the SPSS version 18.0 program. Based on the validity test of the valid questionnaire statement. The results of this study prove that the Viral Marketing variable has an effect on the Purchase Decision, the Celebrity Endorser variable has an effect on the Purchase Decision, and the Brand Awareness variable has an effect on the Purchase Decision. Viral Marketing, Celebrity Endorser, and Brand Awareness simultaneously affect the Purchase Decision on Make Over Cosmetics products in Sidoarjo.

The Role of Branding in Increasing Revisit at Agritourism in Jatiluwih Bali

Competitiveness of Bali tourism lays on the variety of attractions offered to visitors. Subak-based agritourism in Jatiluwih is one of the competitiveness of cultural based of Bali tourism which offer an amazing rice field terrace and variety of agritourism activities. Understanding the role of brand destination in influencing satisfaction of visitors is very important. Evaluating relationship between satisfaction and intention to be loyal are crucial. The research objectives were: (i) to analyze the influence of brand awareness, brand image and brand association of Jatiluwih agritourism to perceive quality (satisfaction) of foreign tourists in visiting Jatiluwih, and (ii) to evaluate relationship between satisfaction of foreign tourist to their loyalty. Research was conducted at Jatiluwih of Bali Province in the periods of June up to August 2016. The number of respondents was 207 foreign tourists who were visiting Jatiluwih. Structural Equation Model (SEM) was developed and data was analyzed by using Smart PLS-3 based on the five-point Likert scale. The results show that (i) brand awareness, brand images and brand association of subak-based agritourism in Jatiluwih significantly influenced satisfaction of foreign tourist, (ii) satisfaction of foreign tourist significantly influenced their loyalty, (iii) Awareness to a brand, create images to a brand and can associate a brand before visiting a destination have proved that brand destination of Jatiluwih have been an informational signal for visitors who intent to visit Jatiluwih agritourism in Bali.

THE ANALYSIS OF INTENTION TO BUY: AN EXTENDED THEORY OF PLANNED BEHAVIOR

This research is aimed to test an empirical study on UNSOED Press. The study took the title: "The Analysis of Intention to Buy: An Extended Theory of Planned Behavior". The purpose of this research is to know and find empirical evidence of the influence of Brand Awareness, Price, Attitude, Subjective Norm, Perceived Behavioral Control of Purchase Intention. The population in this study were students in Universitas Jenderal Soedirman. The samples in this study were 211 person. Sample determination using the Convenience sampling method. The analysis tool used is multiple regression. Based on the results of the research and analysis of data shows that:(1) Brand Awareness has no effect on Purchase Intention. (2) Price has a positive effect on Purchase Intention. (3) Attitude has a positive effect on Purchase Intention. 4 Subjective Norm has no effect on Purchase Intention. 5 Perceived Behavioral control has a positive effect on Purchase Intention. The implication of the conclusion above is, UNSOED Press has to build awareness among students or target market. Promotion from faculty and lecturers must be improved. Lecturers can provide suggestions for using UNSOED Press during classroom learning. For the price, respondent said the price was not too expensive and have to maintance quality.