Research Article
The Effect of Brand Awareness on Purchasing Intention at UB Minimarket: A Case Study of Students of the Faculty of Administrative Sciences, Universitas Brawijaya
@INPROCEEDINGS{10.4108/eai.1-11-2023.2355327, author={Reika Happy Sugiastuti and Rintis Worodinanti and Fernanda Eka Putri and Widiana Tri Ramadhani and Putri Dwi Anastasya}, title={The Effect of Brand Awareness on Purchasing Intention at UB Minimarket: A Case Study of Students of the Faculty of Administrative Sciences, Universitas Brawijaya}, proceedings={Proceedings of the 6th Annual International Conference on Business and Public Administration, AICOBPA 2023, 1 November 2023, Malang, Indonesia}, publisher={EAI}, proceedings_a={AICOBPA}, year={2025}, month={12}, keywords={brand awareness purchasing intention fia ub students}, doi={10.4108/eai.1-11-2023.2355327} }- Reika Happy Sugiastuti
Rintis Worodinanti
Fernanda Eka Putri
Widiana Tri Ramadhani
Putri Dwi Anastasya
Year: 2025
The Effect of Brand Awareness on Purchasing Intention at UB Minimarket: A Case Study of Students of the Faculty of Administrative Sciences, Universitas Brawijaya
AICOBPA
EAI
DOI: 10.4108/eai.1-11-2023.2355327
Abstract
Consumer behavior has changed from offline purchases between sellers and buyers to online shopping via mobile phones or computers. This change has impacted people's behavior: they prefer to buy things online because it is considered more practical and accessible. This change impacts the behavior of people who tend to make purchases online because it is considered more practical, and the availability of products is more complete. This study looked at how FIA students' shopping intentions at UB Minimarket were impacted by brand awareness. This research uses an explanatory quantitative method. Data is collected using a questionnaire or questionnaire that has been prepared in writing. The study's findings suggest that customers find purchasing value in brand recognition, category-cued brand name recall, and brand recall-boosted recognition. Purchase intention includes several indicators such as product price, quality, and value. The results obtained show that the variables of brand awareness and purchase intention influence each other so the variables have a positive effect.
