Page 112 - MARSIUM'21 COMP OF PAPER

89 Nadia Safian (2021)

The analysis of multiple linear regression was evaluated the relationship between independent variables which are sales promotion, social
media marketing and search engine optimization towards dependent, continuous variable, brand awareness of Bundle4home’s online
platform. The analysis finding has indicated that Search Engine Optimization was not supported the relationship towards Brand Awareness,
Since the significant value is higher than 0.05, the result (Sig.= 0.163) has shown no significant relationship between the variables . On the
other hand, two variables were proven to support the relationship in influencing Brand Awareness. The variables are Sales Promotion and
Social Media Marketing with following outcome by Sales Promotion (β= -0.288, t=-3.405, Sig.=0.001) and Social Media Marketing β=0.217,
t=2.629, Sig.=0.010). Thus, it can be concluded that the factors that influence brand awareness of Bundle4home’s online platform are Sales
Promotion and Social Media Marketing.
RO2: To identify the most significant factor that strengthen the brand awareness towards Bundle4home’s online platform.
The highest Standardized Coefficient Beta is presenting the most significant factor that strengthen brand awareness towards Bundle4home’s
online platform. Two independent variables of Sales Promotion and Social Media Marketing were verified to influence continuous, dependent
variable of the research study. However, the earlier analysis identifies Sales promotion is responded to the highest coefficient of Beta (β= -
0.288, t= -3.405)) and Social Media Marketing (β= 0.217, t= 2.629). Hence, the objective of the marketing research is accomplished to the
extent of identifying Sales Promotion as the highest significant factors to enhance Bundle4home’s brand awareness.

RO3: To measure whether the elements of digital marketing will significantly impact the brand awareness towards
Bundle4home online platform.
An Independent Sample T-Test was conducted to analyze whether the propose intervention of implementation the elements of digital
marketing give the impact on the brand awareness of Bundle4home’s online platform or not. It has been measured based on the pre and post
survey finding towards continuous, dependent variable. The analysis indicates the result of (Sig. (2-tailed)= 0.000) as to be considered the
elements of digital marketing has positive influence to Brand Awareness. The means between two different groups, pre-survey and post-
survey were designated a significant different which the mean of post-survey is higher than mean of pre-survey study. Thereupon, the research
was concluded the elements of digital marketing will give the positive impact to the brand awareness of the business.

5.2 HYPOTHESES DISCUSSION

H1: To determine sales promotion has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.
The result shown H1 is accepted due to the approval of a positive relationship between sales promotion and brand awarenss of Bundle4home’s
online platform. The finding are as the following value (β= -0.288, t= -3.405, Sig.= 0.001). The findings is parallel with the previous reserach
study by Hanaysha (2018) proved that sales promotion increases the brand awareness of the online market platform. Thus, it creates
higher purchase intention and drives the massive business revenues and so forth the good presents on the brand engagement then results on
the major controls of competitive advantage. Hence, H1 is supported.

H2: To determine social media marketing has significant positive affect to strengthen brand awareness of Bundle4home’s
online market.
The findings confirmed that H2 is approved and positive influenced towards the brand awareness in Bundle4home’s online market platform.
Through the finding, (β= 0.217, t= -2.629, Sig.= 0.010), it indicates that social media marketing strategy has become online word of mouth
to spread the brand awareness among the targeted customers. The result is aligned with the past research conducted by Hanaysha

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