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82 Nadia Safian (2021)

Figure 1 shows the conceptual research framework of this research. The function is to test the relationships between independent variable and
dependent variable for academic and business purposes. The framework of the variables in Figure 1 was adopted from Hanaysha (2018)
and Kannan (2017).

2.4 PROPOSE INTERVENTION
2.4.1 DIGITAL MARKETING
Digital marketing is a type of marketing widely used to promote products or services and reach consumers through digital
channels. Following the previous study conducted by Lombardi, Lardo, Cuozzo and Trequattrini, (2017), digital marketing is an
evolving concept that is expanding its reach to cover all the processes that companies have used for decades, reshaping the look
and patent of industries around the world. The digital transformation of marketing has prompted companies to use artificial
intelligence, cognitive computing, and other emerging technologies that help companies create important value in the value chain
and promise to change behavior, interaction and experience in the near future. Digital marketing is different from traditional
marketing methods, therefore, realizing brand awareness requires special attention and strategies. Companies should also prevent
from "big campaign" and assist to "small campaigns", as it will easily to achieve the potential organic reach in a short period of

time (Coon, 2010). In the past decade, digital marketing has become a profession rooted in direct selling. Using them means that
marketers can have more forms of direct and indirect communication with target customers. Previous study of Krishnaphrabha and
Tarunika (2020) have found the analysis that correlation of digital marketing towards strengthen brand awareness is positive and
significant. It is assumed that the research results will make a significant contribution to practice and literature, because digital
marketing can be defined as a new but rapidly evolving platform for building customer relationships and creating what they consider
to be a positive brand image.

⬛ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
The research design of this study is descriptive quantitative research design. Quantitative research is a form of research based on
scientific methods that provides numerical data and specific facts. Its purpose is to use mathematical, computational and statistical methods
to establish a causal relationship between two variables. It can be measured accurately and accurately. Data collected from researchers. It can
be classified or classified, or measured in units of measurement. Quantitative research can be used to create raw data charts and tables, making
it easier for researchers to analyze the results. A quantitative study focuses in direct observation on the participants that concern only little

or no interaction with the other parties (Ahmad, Wasim Irfan, Gogoi, Srivastava and Farheen, 2019). The research is conducting a descriptive
study that use survey method in collecting data from potential respondents. The data collection comprehends the information on characteristics
of particular individuals and probing on participants’ beliefs, knowledge and attitudes toward a particular concept (Shields and Smyth ,2016)

3.2 POPULATION AND SAMPLING
In general population is deliminated as a group of people in a region, city, country, world or the specific calculated area. of
According to Malhotra and Birks (2007), Population is defined as the combination of all the component, sharing the set of regular distinctive,
that include the macrocosm purpose in marketing research problem. Conducting marketing research involve to redefine target population that
determine a series of elements or objects that contain the information requested by the researcher and from which

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