HOPEE BRAND AWARENESS INFLUENCES THE DESIRE TO BUY USERS AMONG STUDENTS OF THE UNIVERSITY MALAYSIA PAHANG (UMP)

Abstract

Shopee is a major e-commerce site in Southeast Asia and Taiwan Haryati Ngah, (2017). It is a platform that fosters relationships between sellers and customers by providing services for online buying and selling. According to Keller (2013), brand awareness is achieved through increasing brand familiarity through repeated exposure, i.e. in general, it is effective for identifying and remembering brands. This means that when more people have the experience of seeing, hearing or thinking about the brand, more customers are likely to remember it. The desire to buy, according to Wu, Yeh, and Hsiao (2011), indicates the chance that consumers will plan or be willing to acquire certain goods or services in the future. Recent economic advances are related to making online purchases such as the Shopee app. This will encourage them to have a feeling of wanting to buy in the future. As a result, this survey was conducted with the aim of determining Shopee brand awareness in influencing consumer buying desire among Universiti Malaysia Pahang (UMP) students. The key to the goal of this study is to determine whether remembering brands, beliefs and promotional strategies can influence consumers ’buying desire. The study was conducted on 85 people who are all UMP students by distributing the survey online through Google Form and Statistical Package for the Social Science (SPSS) Value 22.0 was used to assess the relationship between dependent and independent variables. This study includes three independent variables namely considering brand, trust, and promotional strategy. As a trader, especially those who run an online business, it is undeniable to have a goal to increase sales in order to maintain the company’s position in the business industry.

Keywords: Consumer buying desire, Remembering Brand, Trust, Promotion Strategy.