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All Journal BASKARA: Journal of Business and Entrepreneurship
Sitinurbayu Mohd Yusoff
Universiti Malaysia Sabah
Economics, Econometrics & Finance Social Sciences Other

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Brand Awareness: The Influence of Social Media During the Covid-19 Pandemic Sitinurbayu Mohd Yusoff; Azeera Azeasharmel Mohd Azreen Azmel
BASKARA : Journal of Business and Entrepreneurship Vol 5, No 1 (2022): Baskara: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.5.1.68-82

Abstract

Today, social media is unavoidable, especially as we embrace the 'new normal.' As our use of social media evolves because of the epidemic, it becomes an increasingly valuable communication channel for both brands and consumers. As a result of the current global pandemic and its imposed lockdowns, millions of individuals have resorted to the Internet to socialise. Social media has become an integral part of our everyday lives, not just when we are striving to preserve social distance. Social networking has now become the accepted standard. Marketers have taken notice of this emerging social phenomenon. There has been a change in both customer behaviour and marketing strategies. Consequently, the purpose of this preliminary study is to determine the influence and application of social media as a digital marketing strategy for increasing brand awareness during the Covid-19 pandemic. In Kota Kinabalu, Sabah, 100 respondents were surveyed using an internet questionnaire for a study (Google Form). During Covid-19, social media marketing was effective at increasing brand recognition, according to the findings. Marketers must rethink how they evaluate and target the modern consumer. It is essential to explore and analyse the current situation, since doing so will assist marketing, technology, and communication in the long run.
Bubble Milk Tea and Consumer Behavior: A Preliminary Study of Purchasing Patterns in Kota Kinabalu Sitinurbayu Mohd Yusoff
BASKARA : Journal of Business and Entrepreneurship Vol. 8 No. 1 (2025): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.v8i1.29039

Abstract

Bubble milk tea has emerged as a rapidly expanding beverage trend in Malaysia, as reflected by the increasing number of franchise outlets across major urban areas. Despite its popularity, little is known about the factors influencing consumer purchasing behavior. This study aims to address this gap by identifying key determinants that shape bubble milk tea consumption among consumers in Kota Kinabalu, Sabah. A quantitative approach was employed, and data were collected through an online questionnaire from 100 respondents who had previously purchased bubble milk tea. The findings indicate that brand promotion plays a significant role in influencing purchasing decisions and serves as the primary motivational factor for consumption. These results highlight the importance of strategic marketing efforts in maintaining consumer interest and competitiveness within the beverage market. It is recommended that marketers adopt creative promotional strategies and brand differentiation to sustain consumer engagement. Future research should involve larger and more diverse samples to further validate these findings and explore additional behavioral factors      
Co-Authors Azeera Azeasharmel Mohd Azreen Azmel