SHOPEE APPLICATION BRAND AWARENESS IN AFFECTING THE PURCHASE DESIRE

Shopee is a leading e-commerce platform in Southeast Asia and Taiwan (Haryani Ngah, 2017). It is a platform that provides online buying and selling services that facilitate interaction between sellers and buyers. In addition, Shopee provides secure payment support and strong logistics options. According to Keller (2013), brand awareness is by enhancing brand habits through repeated exposure, i.e. in general it is effective for brand recognition and brand remembering. This means the more consumers have the experience of seeing the brand, listening, or thinking about it, the more likely consumers are to list the brand in their mind. According to Wu, Yeh, and Hsiao (2011), purchase intentions indicate the possibility that consumers will plan or are willing to buy certain products or services in the future. An increase in purchasing intentions reflects an increase in purchasing opportunities. This paper will discuss the findings of a study on Shopee brand awareness and the intention to purchase. There are two specific objectives namely the first; to identify the relationship between remembering the Shopee brand and the intention to purchase at Shopee, and second; to identify the relationship between Shopee brand recognition and intention to purchase at Shopee. This study uses quantitative methods. Questionnaires are distributed online to university students throughout Malaysia. A total of 152 respondents answered the questionnaire. The results of this study found that brand awareness that is able to remember and identify the Shopee brand has a relationship with the intention to buy at Shopee.