INCREASE CONSUMER BRAND AWARENESS AND PURCHASE INTENTION (CASE STUDY: YOGYA ONLINE)
This research was aimed to assist Yogya Online in increasing brand awareness and consumers’ purchase intention by identifying which factors influence consumers and proposing business solution based on these factors. There is one factor that is being examined in relation to brand awareness. This f...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53190 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research was aimed to assist Yogya Online in increasing brand awareness and
consumers’ purchase intention by identifying which factors influence consumers and
proposing business solution based on these factors. There is one factor that is being
examined in relation to brand awareness. This factor is marketing communication. On
the other hand, there are four factors related to purchase intention that are studied.
These factors are brand awareness, equity driver, marketing communication, and
website characteristic. For this research, the amount of data that were collected and
analyzed is 150 respondents which are collected through online questionnaire. The
data was analysed using SPSS, to determine the relation between dependent and
independent factors. The result showed that marketing communication and website
characteristic factors are significantly related with brand awareness. Brand awareness,
marketing communication, and website characteristic factors are significantly related
with purchase intention. However, equity driver factor is insignificantly related with
purchase intention.
|
|---|