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.

References

Adcock, D., Halborg, A., & Ross, C. (2001). Marketing: Principles and Practice. Pearson Education.

Alamsyah, D. P., Indriana, Ratnapuri, C. I., Aryanto, R., & Othman, N. A. (2021). Digital Marketing: Implementation of Digital Advertising Preference to Support Brand Awareness. Academy of Strategic Management Journal, 20(Special Issue 2), 1–11.

Bengtsson, S., & Johansson, S. (2022). The Meanings of Social Media Use in Everyday Life: Filling Empty Slots, Everyday Transformations, and Mood Management. SocIal Media and Society, 8(4).

Bishop, K., & Said, I., (2017). Challenges of Participatory Qualitative Research in a Malaysian and Australian Hospital. Asian Journal of Environment-Behaviour Studies, 2(4), 1-11.

Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing Mix Elements Influencing Brand Equity and Brand Choice. Vikalpa: The Journal for Decision Makers, 35(3), 67–84.

Chin, W.W. (2010). The partial least squares approach to structural equation modeling. Modern Methods for Business Research 295(2): 295-336.

Chua, Y.P. (2006a). Asas Statistik Penyelidikan. Kuala Lumpur: McGraw Hill.

Collado, S., & Corraliza, J., A. (2017). Children’s Perceived Restoration and Pro-Environmental Beliefs. Journal of ASIAN Behavioural Studies, 2(2), 1-12.

Creswell, J.W. & Clark, V.L.P. (2008). Designing and Conducting Mixed Methods Research. 3rd Edition. Los Angeles: SAGE publications Inc.

Dean, B. (2021). Social Network Usage & Growth Statistics: How Many People Use Social Media in 2021? Statistical.

Domazet, I. S., Đokić, I., & Milovanov, O. (2017). The Influence of advertising media on brand awareness. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13.

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308.

Fachinger, J., den Exter, M., Grambow, B., Holgerson, S., Landesmann, C., Titov, M., et al. (2004). Behavior of spent HTR fuel elements in aquatic phases of repository host rock formations, 2nd International Topical Meeting on High-Temperature Reactor Technology. Beijing, China, paper #B08.

Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18: 39-50.

Gautam, R. K., & Singh, R. (2011). Marketing mix strategies of small manufacturers of India: Punjab experience. Management & Marketing Journal, 9(2).

Gefen, D. & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: tutorial and annotated example. Communication of the Association for Information Systems 16: 91-109.

Gold, A.H., Malhotra, A. & Segars, A.H. (2001). Knowledge management: an organizational capabilities perspective. Journal of Management Information Systems 18(1): 185-214.

Hair, J.F., Ringle, C.M. & Sarstedt, M. (2012). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice 19(2): 139-151.

Hair, J.F., Hult, G.T., Ringle, C. M. & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). California: Sage Publication, Inc.

Henseler, J., Ringle, C.M. & Sinkovics, R.R. (2009). The use of the partial least square path modeling in international marketing. New Challenges to International Marketing Advances in International Marketing 20: 277-319.

Henseler, J., Ringle, C.M. & Sarstedt. M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science 43: 115-135.

Heskiano, Yanuar, T., & Hilmy, M. R. (2020). Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through the Brand Image. Journal of Multidisciplinary Academic, 4(4), 208–214.

Innocentius Bernarto, M. P. B., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412.

Lei, W. (2022). Do Product Characteristics Affect Customers ’ Participation in Virtual Brand Communities ? An Empirical Study. 12(January).

Karimi, S., & Naghibi, H. S. (2015). Social Media Marketing (SMM) Strategies for Small To Medium Enterprises (SMEs). International Journal of Information, Business and Management, 7(4), 86–98.

Kline, R.B. (2011). Principles and Practice of Structural Equation Modelling. 3rd Edition. New York: The Guilford Press.

Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., de Villiers, M.V. (2022). Exploring the impact of brand awareness, brand loyalty, and brand attitude on purchase intention in online shopping. Research in Business & Social Science, Vol 11(5), 2147- 4478.

Mehdi K., &Koorosh, A. (2015). Achievement to Environmental Components of Educational Spaces for Iranian Trainable Children with Intellectual Disability.Procedia - Social and Behavioral Sciences, 201, 9-18.

Mettam, G. R., & Adams, L. B. (1999). How to prepare an electronic version of your article. In B. S. Jones & R. Z. Smith (Eds.), Introduction to the electronic age (pp. 281–304). New York: E-Publishing Inc.

Minton, E. A. (2013). Belief systems, religion, and behavioral economics: Marketing in multicultural environments. Business Expert Press.

Miracle, G. E. (2015). Product Characteristics and Marketing Strategy. 29(1), 18–24.

Mishra, A., Bhusan, S., & Dash, D.C., (2014). Linking user experience and consumer-based brand equity: The moderating role of consumer expertise and lifestyle. Journal of Product & Brand Management, 23(4), 333-348.

Muhyiddin, M. (2020). Covid-19, new normal dan perencanaan Pembangunan di Indonesia. Jurnal Perencanaan Pembangunan, 4(2), 240-252.

Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632.

Padhy, S. K., & Sawlikar, R. K. (2018). The Role of Brand Equity And Brand Awareness on Consumers ’ Purchase Intention. 7(1), 12–16.

Rizwan, S. (2021). Impact of brand equity on purchase intentions : empirical evidence from full industry of the health tak a United Arab Emirates. 13(3), 349–365. https://doi.org/10.1108/IJIF-07-2019-0105

Sekaran, U. & Bougie, R. (2014). Research Methods for Business: A Skill Building Approach. New York: John Wiley & Sons, Inc.

Santoso, C. R., & Cahyadi, T. E. (2014). Analyzing the Impact of Brand Equity towards Purchase Intention in Automotive Industry : A Case Study of ABC in Surabaya. 2(2), 29–39.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers ’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024

Shahid Z., Hussain Tehmeena, aZafar Fareeh, (2017). The Impact of Brand Awareness on the consumer’s purchase intention. Journal of Marketing and Consumer Research, 33, 34-38.

Straub, D.W., Boudreau, M.C. & Gefen, D. (2004). Validation guidelines for IS positivist research. Communications of the Association for Information Systems 13: 380-427.

Tecoalu, M., Tj, H. W., & Ferdian, F. (2021). Effect of Price Perception and Brand Awareness on Service Quality Mediated By Purchasing Decisions. Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 1(4), 183–195.

Young, J., Lee, J., & Heath, R. L. (2013). Public Relations Review Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432–439. https://doi.org/10.1016/j.pubrev.2013.05.001