Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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

Authors
Lungidya Chairul Anwar1, Sri Padmantyo1, *
1Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: sp102@ums.ac.id
Corresponding Author
Sri Padmantyo
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_62How to use a DOI?
Keywords
Brand Awareness; E-Wom; Purchase Intention
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
10.2991/978-94-6463-204-0_62
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_62How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lungidya Chairul Anwar
AU  - Sri Padmantyo
PY  - 2023
DA  - 2023/10/04
TI  - The Effect of Brand Awareness and E-Wom on Purchase Intention: Evidence from Indonesia’s Online Food Delivery
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 751
EP  - 765
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_62
DO  - 10.2991/978-94-6463-204-0_62
ID  - Anwar2023
ER  -