Analysis of Factors that Influence Brand Awareness and Purchasing Decisions on Online Marketplace

Authors

  • Nadya Addinary Khairunisa Department of Digital Business, Universitas Negeri Jakarta
  • Sekar Ayu Kalila Universitas Negeri Jakarta
  • Osly Usman Universitas Negeri Jakarta

DOI:

https://doi.org/10.21009/ISC-BEAM.011.35

Keywords:

brand ambassador, brand personality, price, brand awareness, purchase decisions

Abstract

The expansion of digital technology and internet users in Indonesia parallels the expansion of marketplaces where consumers may purchase online. In recent years, Shopee, a marketplace app that offers a variety of products and services, has grown tremendously. However, in an increasingly competitive industry, Understanding the elements that drive brand awareness and consumer purchase decisions is critical. The study collected and analyzed data using quantitative research techniques. Data from the survey were analyzed using statistical software SEM PLS using the help of smart pls 4.0. Brand ambassador, brand personality, and price is substantial and has a positive impact on brand awareness and purchasing decisions. As Shopee at the top-of-mind level of consumers, it makes them continue to keep consumers in their minds and will continue to use Shopee to make product purchases. 

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Published

2024-02-21

How to Cite

Khairunisa, N. A., Kalila, S. A. ., & Usman, O. . (2024). Analysis of Factors that Influence Brand Awareness and Purchasing Decisions on Online Marketplace. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 511–526. https://doi.org/10.21009/ISC-BEAM.011.35

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