The Effect of Brand Awareness and E-Wom on Purchase Intention: Evidence from Indonesia’s Online Food Delivery

Lungidya Chairul Anwar and Sri Padmantyo ()
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Lungidya Chairul Anwar: Universitas Muhammadiyah Surakarta, Fakultas Ekonomi dan Bisnis
Sri Padmantyo: Universitas Muhammadiyah Surakarta, Fakultas Ekonomi dan Bisnis

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 751-765 from Springer

Abstract: Abstract E-commerce has grown rapidly and helps meet people’s needs quickly, effectively, and efficiently. This causes the habits and behaviors of the community in their activities to change. The study’s purpose was to see how brand awareness and electronic word of mouth performed concerning purchase intention in online food applications for a variety of age groups, from youth to the elderly. Online food delivery is a service that combines food ordering and delivery online. The people of Solo Raya were chosen as the sample for this study, with the criteria of knowing the online food ordering and delivery application, and 110 respondents were obtained. The result of this research indicates that brand awareness as a variable that discusses consumer knowledge of a product and E-WOM as a method of marketing promotion can directly influence consumer purchase intentions for online food delivery services. Increasing brand awareness and making good use of online reviews can significantly increase sales. As business people, when they want to use food delivery services, they must pay attention to brand awareness and product reviews to increase sales.

Keywords: Brand Awareness; E-Wom; Purchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-204-0_62

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