The Influence of Brand Awareness, WOM, E-WOM, and Advertising on Tempo.co Brand Image Among Generation Z

Abstract

Study This aiming For investigate influence from brand awareness, word of mouth, electronic word of mouth and advertising carried out by Tempo.co towards formation positive brand image among Gen Z who live in Jakarta, Bogor, Depok, Tangerang and Bekasi. Research motivated by still low amount consumers who subscribe to Tempo.co, especially among Gen Z. In connection with matter mentioned, it is necessary known whether activity marketing carried out by Tempo.co has effective in target Gen Z circles in Jabodetabek. In the end will obtained information about are Gen Z domiciled in Jabodetabek? own positive opinion​ about Tempo.co brand image. Study This will use method non probability sampling with technique convenience sampling. Research data Then will processed use Partial Least Squares – Structural Equation Modeling (PLS-SEM). Study This later expected can produce output that can published in the journal international reputable.