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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) JURNAL MANAJEMEN AGRIBISNIS Kinerja: Jurnal Ekonomi dan Manajemen International Journal of Social Science and Business Jurnal STIE Semarang (Edisi Elektronik) Jurnal EK dan BI Prospek: Jurnal Manajemen dan Bisnis ARSY : Jurnal Aplikasi Riset kepada Masyarakat Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Artha Satya Dharma Journal of Business on Hospitality and Tourism
I Gusti Ketut Adi Winata
Universitas Pendidikan Ganesha
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH)

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The Influence of Search Engine Optimization and Brand Awareness on Consumer Purchase Intentions: Study on Body Shop Products Erawan, Ida Ayu Shanti Pinandita; Telagawathi, Ni Luh Wayan Sayang; Winata, I Gusti Ketut Adi; Suarmaja, Ida Bagus Koman
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol. 9 No. 1 (2025): April
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jppsh.v9i1.92021

Abstract

Brand Awareness also plays an important role in shaping consumer perceptions of a product. However, there is still uncertainty about the extent to which these two factors, SEO and Brand Awareness, are able to influence consumer purchase intentions. Therefore, this study aims to identify and analyze the influence of SEO and Brand Awareness on consumer purchase intentions, especially on The Body Shop products. The research method used is multiple linear regression, with data collection from 100 selected respondents using the quota sampling method. Data analysis was carried out using SPSS software version 20. The results of the study showed that search engine optimization and brand awareness have a positive and significant effect on consumer purchase intentions. In conclusion, digital marketing strategies through search engine optimization and strengthening brand awareness have proven effective in increasing consumer purchasing decisions for The Body Shop products. Therefore, companies are advised to continue to develop digital marketing strategies, especially through search engine optimization and campaigns that increase brand awareness to maintain competitiveness and encourage consumer purchase intentions.
Co-Authors Erawan, Ida Ayu Shanti Pinandita Gde Agung Satria Hadi Nasbey Heryanda, Komang Krisna I Gusti Made Oka Astana I Made Dwita Atmaja I Putu Agus Adnyana I Wayan Suartana I WAYAN WINDIA Ida Bagus Koman Suarmaja Kasih, Ni Luh Sri Komang Herlina Wisarti Lestari, Luh Dian Ayu Made Kartika Prajna Dewi Mariantini, Ni Komang Elly Ni Komang Elly Mariantini Ni Komang Sintya Yuliastini Ni Luh Putu Eka Yudi Prastiwi Ni Luh Wayan Sayang Telagawathi Ni Made Wulan Sari Sanjaya Putri Lestari Satria, Gde Agung