Effect of the use of internet marketing and e-WOM on brand awareness

  • Bob Foster The University of Business and Informatics Indonesia Jl. Soekarno-Hatta No.643, Sukapura, Kiaracondong, Bandung City, West Java 40285, Indonesia
  • Muhammad Deni Johansyah Department of Mathematics, Faculty of Mathematics and Natural Sciences, Universitas Padjajaran Jl. Raya Bandung-Sumedang Km 21, Jatinangor 45363, Sumedang, West Java, Indonesia
Palabras clave: Internet marketing, Brand, Starbucks coffee

Resumen

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
Publicado
2020-04-28
Cómo citar
Foster, B., & Deni Johansyah, M. (2020). Effect of the use of internet marketing and e-WOM on brand awareness. Opción, 36(91), 158-175. Recuperado a partir de https://produccioncientifica.luz.edu.ve/index.php/opcion/article/view/31842
Número
Vol. 36 Núm. 91 (2020)
Sección
Artículos