THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND COMMUNICATION MEDIA TOWARDS THE BUYING DECISION USING OVO PAYMENT

Abstract

Internet users in Indonesia in 2019 have developed significantly. Research by Waresocial Hootsuite has shown that 56% of the population or the equivalent of 150 million people have used the digital internet for daily activities. With the development of the digital era in Indonesia, people's behavior in making purchasing decisions will also change. Therefore, new SMEs must understand the right way to influence the buying decision of buyers and how to appear different from their competitors. Out of many companies, Lippo Group is one of the companies that seized the opportunity by creating a digital payment application called OVO and achieved success in a significant time, despite the rise of similar competitors. Although OVO is not the first pioneer in digital payments, a study by the Jakarta Globe in 2019 showed that 58% of 1,800 respondents chose OVO as their first digital payment. This study aims to determine whether brand awareness, brand image, and communication media influence purchasing decisions using OVO payments. The research sample used is through local communities who live in Surabaya that have used digital payments at least once. Research data was collected by distributing online-based questionnaires using a Likert scale to 102 respondents. Then, all data obtained will be processed using multiple linear regression models with SPSS. From the results of data processing through SPSS, it is known that only brand awareness has a positive and significant effect on buying decisions using OVO payments.