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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

Purpose – To analyze the effects of promotion, brand image, and brand awareness on purchase intention in the Infobarkasbontang business. Design/Methodology/Approach – This study employed a quantitative research approach using purposive sampling. A total of 100 respondents were selected, and data were collected through online Likert-scale questionnaires distributed via Infobarkasbontang’s Instagram account. The data were analyzed using validity and reliability tests, multiple linear regression, t-test, and F-test with SPSS version 21. Findings – The results indicate that promotion, brand image, and brand awareness have a positive effect on consumers’ purchase intention. Improving promotional activities, strengthening the brand image, and increasing brand awareness are associated with higher consumer intention to use the brand.   Originality/Value This research provides value by empirically analyzing the combined influence of promotion, brand image, and brand awareness on purchase intention within a social-media-based service business, offering insights that support more effective digital marketing strategies.
Co-Authors Raditha Dwi Vata Hapsari