Dinasti International Journal of Digital Business Management
Vol. 2 No. 6 (2021): Dinasti International Journal of Digital Business Management (October - Novembe

RELATIONSHIP WORD OF MOUTH, ADVERTISING AND PRODUCT QUALITY TO BRAND AWARENESS

Mahaputra, M. Ridho (Unknown)
Saputra, Farhan (Unknown)

Article Info

Publish Date
30 Nov 2021

Abstract

This article is a scientific article that aims to hypothesize the influence of research between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literature Review article is using the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this study are: 1) Word of mouth is related to Brand Awareness; 2) Advertising relates to Brand Awareness; and 3) Product Quality is related to Brand Awareness. In addition to these 3 exogenous variables that affect the endogenous variable Brand Awareness, there are many other factors including Price Perception, Brand Image and Product Design variables.

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Journal Info
Dinasti International Journal of Digital Business Management
Website

Abbrev

DIJDBM

Publisher

Dinasti Publisher

Subject

Decision Sciences, Operations Research & Management

Description

Dinasti International Journal of Digital Business Management (DIJDBM) provides widespread coverage of high quality research in a broad range of topics such as digital business management science and technology advancements, and establishing new collaborations in these areas. Original research ...