PENGARUH REVIEW PELANGGAN TERHADAP BRAND AWARENESS DAN KEINGINAN MEMBELI DI OPTIK KITA CILEDUG TAHUN 2024
Keywords:
Review, Brand Awareness, Purchase IntentionAbstract
The entry of the digital industrial era or better known as the industrial era 4.0 means that business people have to compete fiercely in attracting consumers. Business people who can take advantage of new technology can attract consumers to the products they offer. In this study, researchers want to know the influence of customer reviews on brand awareness and desire to buy products or services offered at Optik Kita Ciledug. The data analysis method in the research used the Structural Equation Model (SEM) with a total of 75 respondents. The research results show that customer reviews have no effect on brand awareness but have a positive influence on customer purchase intentions. But remember, bad reviews can also have a negative impact on sales.
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