Page 102 - MARSIUM'21 COMP OF PAPER

79 Nadia Safian (2021)

1.3 RESEARCH QUESTIONS
This study listed three main research questions:
Are there any relationships between sales promotion, social media marketing and search engine optimization with the brand awareness of
Bundle4home online market?
Which is the most significant factor that strengthen the brand awareness towards Bundle4home online market?
Does digital marketing has significantly impact the brand awareness of Bundle4home online market?

1.4 RESEARCH OBJECTIVES
This study listed three main objectives:
To evaluate the relationships of sales promotion, social media marketing and search engine optimization with the brand awareness towards
Bundle4home online market.
To identify the most significant factor that strengthen the brand awareness towards Bundle4home online market.
To measure whether digital marketing will significantly impact the brand awareness towards Bundle4home online market.

⬛ 2.0 LITERATURE REVIEW

2.1 BRAND AWARENESS
Brand awareness is consumer of product brands based on brand name, logo, image or slogan. Brand awareness is defined the degree
of the ability tn potential buyer to recognize the brand as part of a branded product (Permadi, 2016). The higher brand awareness influence
the higher intention among customer to buy (Petahiang and Worng, 2015). ‘Labeling’ of a product in the marketing means and creating

consumers conscious of the label are two major purposes in branding (Hutter, Hautz, Dennhardt and Fuller,2013). The comprise of two
elements by brand awareness are categorized as recognition and recall. The constructed of brand awareness is involved to the dominance of
the driven brand node or trace in reminiscence, as reflected by ability of consumers to determine the brand under different conditions. (Keller,
2008).. A strong brand build by the assortment of brand awareness (Buil, 2013). Brand awareness lead to the brand preference and
distinguishes the bran from competitors (Valavi, 2014). Mishra and Mishra (2014) asserted that the presence of brand in customer’s are kind
to be associated with brand awareness. The consideration will be taken place while deciding on a purchase, thus, if there is none to be
selected, the probability to be chosen is also none (Malik, Ghafoor, Hafiz, Riaz, Hassan,Mustafa, and Shahbaz, 2013). The significance of
brand awareness build three major reasons, first, enhancing brand awareness raises the prospect that the brand will be one of consumer
considerations. Second, brand awareness can simulate the decisions about brands in the amount of viewed, though no further associations
with the brand has been made, Consumers are tend to applied and involved with decision rule to buy known and popular brand. It has
been shown that, especially in the case of almost no commitment, even if a good relationship is not developed, basic brand awareness alone
is sufficient to influence brand choice (Hutter, Hautz, Dennhardt and Fuller,2013). Third, brand awareness affects the formation and strength
of brand associations that constitute its image. The premise of establishing brand associations with consumers is the existence of the brand in
the minds of consumers. (Keller, 2008). Brand awareness is represent by any causes in consumer journey towards brand. The following study
will identify the factors and the most significant factors that give huge contribution in strengthen the brand awareness in online secondhand
market.

2.2 HYPOTHESIS DEVELOPMENT

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