THE INFLUENCE OF BRAND AWARENESS, WOM, E-WOM, AND ADVERTISING ON TEMPO.CO^S BRAND IMAGE AMONG GENERATION Z
Harry Jundrio, Ardiansyah, Ayoedia Gita Citrayomie, Rachma Tri Widuri, Rizki Ayu Budipratiwi, Shalfi Andri

Politeknik Tempo

Abstract

This research aims to investigate the influence of brand awareness, word of mouth, electronic word of mouth and advertising carried out by Tempo.co on the formation of a positive brand image among Gen Z who live in Jakarta, Bogor, Depok, Tangerang and Bekasi. The research is motivated by the low number of consumers who subscribe to Tempo.co, especially among Gen Z. In this regard, it is necessary to know whether the marketing activities carried out by Tempo.co have been effective in targeting Gen Z in Jabodetabek. In the end, information will be obtained regarding whether Gen Z who lives in Jabodetabek has a positive opinion about Tempo.co^s brand image. This research will use a non-probability sampling method with convenience sampling techniques. The research data will then be processed using Partial Least Squares - Structural Equation Modeling (PLS - SEM). It is hoped that this research will produce output that can be published in reputable international journals.

Keywords: brand awareness, word of mouth, electronic word of mouth, advertising, brand image

Topic: Marketing