ANALYZING THE EFFECT OF BRAND AWARENESS AND PRICE DISCOUNT OF ONLINE TRANSPORTATION SERVICES TOWARDS CONSUMER PURCHASE INTENTION

Abstract

This study aims to understand and find out if brand awareness and price discount have an effect on consumer purchase intention with the research title “Analyzing the Effect of Brand Awareness and Price Discount of Online Transportation Services towards Consumer Purchase Intentionâ€. This study use quantitative method. Multiple linear regression analysis is used to analyze the effect between variables. To achieve this goal, the researchers distributed questionnaires and the sample used was 100 respondents. The results of this study indicate that Brand Awareness partially has a significant effect on Purchase Intention, Price Discount partially has a significant effect on Purchase Intention, and Brand Awareness and Price Discount simultaneously have a significant effect on Purchase Intention.

 

Keywords: Brand Awareness, Price Discount, Purchase Intention