INCREASE CONSUMER BRAND AWARENESS AND PURCHASE INTENTION (CASE STUDY: YOGYA ONLINE)

• Main Author: Rosfita Izmi, Riva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53190
• Institution: Institut Teknologi Bandung

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.