Role of Brand Awareness on Marketing and Purchase Intention

The global economic impact has significantly changed how businesses can respond to and adjust their strategies to align with evolving consumer consumption patterns. Consumer behavior patterns have undergone shifts in terms of consumption as well as individual and social identity. Businesses operating in the service-oriented industry, especially the restaurant industry have witnessed notable transformations in response to these changing behavior patterns. Data gathered from the Department of Statistics Malaysia in 2020 has shown that the GDP statistics for the food and beverage sector have sharply declined by 31.5% in the second quarter of 2020. The Covid19 significantly impacted the restaurant industry globally, including Malaysia, with temporary closures, reduced dine-in capacities, and shifts towards delivery and takeaway services. While the pandemic may have been the cause, service-oriented businesses, especially restaurants in this context, must address this challenge. Previous research has focused on and pointed out the digital transformation needs for these restaurants in adapting to the changes in consumer purchase patterns. It is notable the limited understanding in the study that addresses the key marketing elements. This research investigates the impact of crucial key marketing variables on purchase intention; specifically, four independent variables, social media marketing, advertising, price, and product, were tested for correlation against purchase intention. Additionally, the study explored the role of brand awareness as a mediator in this correlation. The study utilizes a quantitative research method and examines a sample of restaurant consumers in Perak, employing a convenience sampling method for data collection. The data analysis involves examining 125 sample sizes using SmartPLS 4.0. with mediating effect of brand awareness. The results of the study demonstrated that all the variables had a positive and significant impact on predicting purchase intention. Furthermore, brand awareness was found to have a mediating effect in this relationship. The results provide valuable insight into the actions that restaurants need to take in order to maintain their sustainability in the industry. Implications and recommendations were highlighted in the study