Exploring the Key Marketing Elements that Shape Brand Awareness in Service-Oriented Sector

• Published in: ENVIRONMENT-BEHAVIOUR PROCEEDINGS JOURNAL
• Main Authors: Sa'adin, Izmayani; Haron, Hazliza; Ahmad, Nursaadatun Nisak; Ithnin, Hafini Suhana; Fatima, Johra Kayeser
• Format: Proceedings Paper
• Language: English
• Published: E-IPH LTD UK 2023
• Subjects: Environmental Sciences & Ecology
• Online Access: https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001106458600049

Marketers employ various factors to create brand awareness. Small businesses in service industry encounter challenges in attracting consumers and adapting to market competition, contributing to the factors leading to their struggles. The purpose of the paper is to elaborate on the relationship between social media marketing, advertising, price, and product towards brand awareness. A quantitative method was used and research data was obtained via questionnaires. Purposive sampling method was applied and a total of 125 sample sizes of restaurant consumers in Perak were collected. The study findings indicated a significant and positive influence of all the variables predicting brand awareness.