Examining The Impact Of Brand Awareness On Purchase Intension:The Moderating Effects Of Brand Image And Country Of Origin

Globalization and brand recognition worldwide can now compete with each other.Globalization helps speed up the growth of international companies by making it easier for customers to do initial research before making a purchase.Brand awareness,brand image,and country are some background factors consumers consider.Since an increasing number of foreign brands are readily accessible on the market and can be acquired with relative ease in the nation where consumers are located,consumers are becoming more critical in their decision-making when making purchases.Because of this,the factor of brand awareness of these products is also moderated by factors of several additional backgrounds,such as the brand image of the company or product to be purchased,and also the background of the country of origin,specifically the factors that influence where the product originates.This research examines the relationship between a consumer’s brand awareness and their likelihood to purchase that brand.In addition,I investigate how brand image and the brand’s country of origin will shape the relationship between brand awareness and purchase intention.In other words,this research aims to investigate the connection between being aware of a brand and having the intention to buy that brand,taking into account the moderating effects of brand image and country of origin.To test the theorized research model,quantitative research methods were utilized for this study.Empirical evidence is based on survey data collected from 300 respondents.The information gathered was analyzed using SPSS version 25,and I used regression as the statistical method to test the model.According to the results,brand awareness has a sizeable and beneficial impact on purchasing intention.Brand image and country of origin both have a positive effect and strengthen the relationship between brand image and purchase intention.