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All Journal Jurnal Kewirausahaan dan Inovasi
Mulyawan, Nafiri Cholish
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Promotion, Brand Image, Brand Awareness on The Intention To Use Service Business Infobarkasbontang Mulyawan, Nafiri Cholish; Hapsari, Raditha Dwi Vata
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2025.04.3.19

Abstract

Service business will be more trusted when utilizing existing information technology, so that when promotional activities are carried, out on social media, it is a way to convince consumers to intention consumen to use a product. In addition, a good name for a brand also fosters consumer intention to use a service business. The objective of this research is to analyze the effects of promotion, brand image, and brand awareness on purchase intention at Infobarkasbontang business. Using purposive sampling technique, 100 people were selected as the respondents of this quantitive study. The data was harvested from Likert-scale questionnaires distributed online via Infobarkasbontang’s instagram account after the instrument test had been carried out. The resulting data was assessed through validity and reliability test, and the analysis was performed using multiple linear regression, t-test, F-test. All of the statistical processes were performed in SPSS version 21. If promotional activities, brand image of a business, consumer awareness of the brand are increased at Infobarkasbontang, it will increase the level of consumer intentin to use a brand.
Co-Authors Raditha Dwi Vata Hapsari