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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development)
Joshua, Leonard
Unknown Affiliation
Economics, Econometrics & Finance

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The Effect of Social Influence and Brand Image on Brand Awareness and Purchase Intention Study Case Joshua, Leonard
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 8 No 1 (2025): January 2025
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v8i1.3173

Abstract

This study examines the relationships between social influence, brand image, brand awareness, and purchase intention in consumer behavior. The primary goal is to analyze how social influence and brand image contribute to brand awareness and purchase intention. By exploring these dynamics, the research offers insights into consumer decision-making processes. Using empirical analysis and statistical techniques, the study provides actionable implications for marketers aiming to enhance brand awareness and drive purchase intention in today's competitive market. The findings reveal that brand image has the strongest correlation with purchase intention (H4) with a t-statistic of 6.013. Significant relationships are also found between social influence and brand awareness (H1) with a t-statistic of 5.050, brand awareness and purchase intention (H5) with a t-statistic of 3.536, and brand image and brand awareness (H2) with a t-statistic of 3.297. Conversely, the relationship between social influence and purchase intention (H3) is not significant, indicated by a t-statistic of 0.503. Thus, hypotheses for H1, H2, H4, and H5 are accepted, while H3 is rejected. This study enriches existing knowledge by clarifying the relationships between social influence, brand image, brand awareness, and purchase intention. These insights are crucial for marketers who aim to leverage social influence and brand image to boost brand awareness and drive purchase intention. The findings highlight the pivotal role of brand image in influencing purchase decisions and the importance of social influence in building brand awareness, offering a strategic framework for effective marketing strategies.
Marketing Management: Present, Past and Future in the Modern Business Scene Joshua, Leonard
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 1 (2026): January 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i1.3527

Abstract

Marketing management has undergone substantial transformation in response to economic development, technological innovation, globalization, and evolving consumer behavior. Initially rooted in production efficiency and transactional exchanges, marketing management has progressively evolved into a strategic, customer-centric, and value-driven organizational function. In the contemporary business environment, marketing management integrates digital technologies, data analytics, relationship marketing, and sustainability principles to create competitive advantage and long-term value for both firms and stakeholders. This paper aims to provide a comprehensive and systematic analysis of marketing management from three temporal perspectives: the past, the present, and the future. The historical analysis explores the evolution of marketing orientations, ranging from production and sales orientation to market, societal, and relationship-oriented marketing. The discussion of the present focuses on marketing management practices within modern business environments characterized by digitalization, global competition, empowered consumers, and rapid innovation. Furthermore, this paper examines future trends in marketing management, including artificial intelligence, big data analytics, sustainability-driven marketing, experience-based marketing, and agile marketing practices. By adopting an integrative literature-based approach, this study contributes to a deeper understanding of how marketing management has transformed into a strategic discipline essential for organizational survival and growth. The findings suggest that organizations capable of aligning historical insights, contemporary practices, and future-oriented strategies will be better positioned to achieve sustainable competitive advantage in an increasingly complex and dynamic marketplace.
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