Effect of the use of internet marketing and eWOM on brand awareness.

Bob, Foster and Muhamad, Deni Johansyah (2020) Effect of the use of internet marketing and eWOM on brand awareness. Opción, 36 (91). pp. 158-175. ISSN 2477-9385

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	Text (KORESPONDENSI) SJR dan Korespondensi,OPCION 2020 Effect of the Use of Internet Marketing and e-Wom to Buy Intrest with Brand Awareness as Intervening Variables.pdf Download (4MB)

Abstract

This study aims to determine the effect of using internet marketing and WOM electronics on buying interest with brand awareness as an intervening variable at Starbucks Coffee Company. This research was conducted using quantitative methods, using path analysis, and using SPSS version 24 software. As a result, internet marketing and e-WOM had a significant influence on brand awareness. In conclusion, it is expected that Starbucks Coffee Company can increase internet marketing and e-WOM so that people become aware of the presence of Starbucks Coffee Company as one of the cafes/hangouts that can be used as a hangout.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	lppm Universitas UNIBI
Date Deposited:	08 Jul 2021 03:07
Last Modified:	22 Oct 2021 19:19
URI:	http://repository.unibi.ac.id/id/eprint/231

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