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All Journal Journal of Business and Management Inaba
Arief Rachmansyah
Universitas Indonesia Membangun
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE CORRELATION BETWEEN SOURCE OF AWARENESS TO BRAND AWARENESS WITH BUYING DECISION IN WEST JAVA FMCG CONSUMER Rachmansyah, Arief
Journal of Business and Management Inaba Vol. 1 No. 2 (2022): Volume 1 Number 2, December 2022
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/jbmi.v1i02.123

Abstract

Social media is a source of awareness among many other sources of awareness such as TV/radio, billboards/outdoor media, outlets such as shops, mini markets, stalls, people around such as friends, family etc. This study aims to find out how often people use, seek information and see advertisements on social media, and does this affect the effectiveness of social media sources of awareness? Also to find out whether brand awareness affects purchasing decisions? Especially for brand awareness in the food and beverage product category. Data were collected from 531 respondents using the survey method through a structured questionnaire with a seven-point Likert scale. Data analysis used frequency analysis, mean, standard deviation and regression analysis. In this study it was found that the frequency of people using social media is very high and social media is an effective source of awareness which ultimately has a significant effect on purchasing decisions.
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