THE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APP

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dc.contributor.authorSukma, Andhi
dc.contributor.authorAbdiawan, Afi
dc.contributor.authorSetiawan, Alfan Fathan
dc.contributor.authorRivaldy, Gerry
dc.contributor.authorNabhan, Restu Fauzan
dc.date.accessioned2023-01-18T07:52:22Z
dc.date.available2023-01-18T07:52:22Z
dc.date.issued2020
dc.description.abstractData 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.en_US
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/15697
dc.publisherSolid State Technologyen_US
dc.subjectdigital marketingen_US
dc.subjectbrand imageen_US
dc.subjectbrand awarenessen_US
dc.subjectuser interesten_US
dc.titleTHE INFLUENCE OF DIGITAL MARKETING, BRAND IMAGE, AND BRAND AWARENESS ON THE INTEREST IN USING BUKALAPAK APPen_US
dc.typeArticleen_US
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