THE EFFECTS OF GUERILLA MARKETING ON CONSUMER PURCHASE INTENTION WITH BRAND AWARENESS AS A MEDIATING VARIABLE IN PT. SOLUSI TRANSPORTASI INDONESIA (GRAB)

Abstract

Guerilla marketing is an unconventional methods that focusing on a creativity. Grab does a Grab Lounge as their Guerilla Marketing in front of Megamall Manado and Mantos 2. If the consumers can feel the positive effects from Guerilla Marketing it will encourage and recognize the brand of the business, which is can makes their brand awareness increase and strong purchase intention to consumers. If they aware, do they have the behavior to purchase the services of Grab, if the consumer knows well about the brand it makes purchase intention arises and it  will encourages customers to purchase their services. This study aims to analyze the influence of Guerilla Marketing(X) on Consumer Purchase Intention(Y) with Brand Awareness(M) as a Mediating Variable in PT. Solusi Transportasi Indonesia (GRAB). The researcher conducted this research through quantitative methods. Path analysis method is used to analyze the effect of the independent variable on the dependent variable and mediating variable. This study conducts with 240 customers of Grab Manado as the respondents. The Result of this study found that Guerilla Marketing has a positive and significant effect on Brand Awareness and Consumer Purchase Intention, Brand Awareness has a positive and significant effect on Consumer Purchase Intention. The results of this study have also shown that the Brand Awareness can be used as a mediating variable for the effects of Guerilla Marketing on Consumer Purchase Intention in PT. Solusi Transportasi Indonesia (GRAB) with the indirect effect is 0.216.

Keywords: guerilla marketing, consumer purchase intention, brand awareness