THE EFFECTS OF EVENTS, BRAND AWARENESS, CUSTOMER ENGAGEMENT ON PURCHASING DECISIONS: A LITERATURE REVIEW

Authors

  • Ade Suryawan Sukma Master of Business and Management, School of Business IPB University, Indonesia
  • Prof. Dr. Ir. Ujang Sumarwan, Msc. Master of Business and Management, School of Business IPB University, Indonesia
  • Prof. Dr. Mukhamad Najib, ST, MM. Master of Business and Management, School of Business IPB University, Indonesia

Keywords:

events, brand awareness, customer engagement, purchasing decisions

Abstract

This article provides a new perspective on the analysis of events that shape brand awareness and customer engagement and their influence on purchasing decisions. Based on the results of an intensive review of previous research, we found that events have a positive and significant effect on brand awareness and customer engagement, where the event indicator that contributes the most to brand awareness and customer engagement is events. These results indicate that producers must be able to create a marketing activity or event that can make consumers understand about their products so that they can form brand awareness in the minds of the consumers. In effect, the desire of consumers to be interested in consuming the products increases, so that the brand can stick in the minds of consumers and is easy to remember.

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Published

2022-07-28

How to Cite

Sukma, A. S., Sumarwan, Msc., P. D. I. U., & Najib, ST, MM., P. D. M. (2022). THE EFFECTS OF EVENTS, BRAND AWARENESS, CUSTOMER ENGAGEMENT ON PURCHASING DECISIONS: A LITERATURE REVIEW. Accounting, Organization & Economics, 2(1), 33-51. Retrieved from https://fortunepublishing.org/index.php/aoe/article/view/129

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Articles