THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APP
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Date
2020
Journal Title
Journal ISSN
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Publisher
Solid State Technology
Abstract
Data from iPrice Group shows that the average monthly visitor of Bukalapak decreased from
116 million in 2018 to 37.63 million visitors at the beginning of 2020. Some of the factors
that influence are brand awareness, digital marketing, and brand image. The research aims
to quantify these factors to determine their influence on the interest in the use of Bukalapak
application. The method used is a survey method that is carried out by distributing intervalscale
questionnaires. The questionnaire was filled out by 100 respondents from various
circles who are users of e-commerce applications. The collected data were analyzed using
verificative and descriptive analysis methods, with the help of SPSS 20. Based on verificative
analysis obtained the value of the coefficient of determination from brand awareness, digital
marketing, and brand image Bukalapak is 61.9%. The figure indicates brand awareness,
digital marketing, and brand image significantly influence the interest in using the app.
Description
Keywords
digital marketing, brand image, brand awareness, user interest