Soengkono, Bea Andriana and Zainal, Munawaroh (2017) Utilising Online Intermediaries (Go Food) to Analyse the Impact of Brand Awareness and Brand Image Towards Customer Buying Decision in Small Restaurants. Bachelor thesis, Swiss German University.

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Abstract

"The purpose of the current research is to expose whether brand awareness and brand image influence customer-buying decision in small restaurants by using GO FOOD. This research has brand awareness and brand image as the independent variables. Brand awareness uses brand recognition and brand recall for the indicators. Brand images uses products attributes, consumer benefits, and brand personality for the indicators. Those independent variables are tested to know their influence toward customer buying decision as the dependent variable. The current research is resulting quantitative research, and the type of study is causal explanatory study. This research distributes questionnaires to collect the data. GO FOOD users who have purchased food and beverage in small medium-sized restaurants are considered as the sample of the research. Multiple regression analysis was used in this research to know how big the influence among variables. The outcome of this research is both brand awareness and brand image impact customer buying decision simultaneously. However, partially brand awareness has no significant influence towards customer buying decision. In contrast with brand image, it has significant influence towards customer buying decision.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness ; Brand Image ; Customer-Buying Decision ; Small Medium-Sized Enterprise ; Online Intermediaries
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	14 May 2020 08:22
Last Modified:	14 May 2020 08:22
URI:	http://repository.sgu.ac.id/id/eprint/136

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