Role of Brand Awareness on Marketing and Purchase Intention in Service-Based Businesses

Hazliza Haron; Nursaadatun Nisak Ahmad; Izmayani Saa'din; Hafini Suhana Ithnin; Rai Rake Setyawan

doi:10.21834/e-bpj.v8i26.5152

Authors

Hazliza Haron Universiti Teknologi MARA Perak Branch; Arshad Ayub Graduate Business School
Nursaadatun Nisak Ahmad Faculty of Business Management, Universiti Teknologi MARA Puncak Alam Campus, Malaysia,
Izmayani Saa'din Department of Business and Management, Universiti Teknologi MARA Perak Branch, Malaysia
Hafini Suhana Ithnin Department of Business and Management, Universiti Teknologi MARA Perak Branch, Malaysia
Rai Rake Setyawan Universitas Ahmad Dahlan, Kampus 1, Yogyakarta, Indonesia

DOI:

https://doi.org/10.21834/e-bpj.v8i26.5152

Keywords:

Brand Awareness , Purchase Intention, Foodservice Industry, Service-based Businesses

Abstract

This research examines the influence of social media marketing, advertising, price, and product on purchase intention with the mediating role of brand awareness. Specifically, the study focuses on the restaurant industry, examining the impact of the post-COVID-19 pandemic. The pandemic has significantly impacted the restaurant industry globally and other industries, generally forcing the industry to address the challenges. We investigate whether the independent variables mentioned earlier still significantly affect purchase intention among restaurantgoers. Using convenience sampling, one hundred twenty-five sample sizes were gathered from restaurant consumers and proceeded with SmartPLS 4.0 for analysis. Results demonstrated that all the variables positively and significantly impacted purchase intention, and brand awareness significantly mediated the relationship. The results provide valuable insight into the actions that restaurants need to take to maintain their sustainability in the industry.

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