Role of Brand Awareness on Marketing and Purchase Intention in Service- Based Businesses

This research examines the influence of social media marketing, advertising, price, and product on purchase intention with the mediating role of brand awareness. Specifically, the study focuses on the restaurant industry, examining the impact of the post-COVID-19 pandemic. The pandemic has significantly impacted the restaurant industry globally and other industries, generally forcing the industry to address the challenges. We investigate whether the independent variables mentioned earlier still significantly affect purchase intention among restaurantgoers. Using convenience sampling, one hundred twenty-five sample sizes were gathered from restaurant consumers and proceeded with SmartPLS 4.0 for analysis. Results demonstrated that all the variables positively and significantly impacted purchase intention, and brand awareness significantly mediated the relationship. The results provide valuable insight into the actions that restaurants need to take to maintain their sustainability in the industry.