Roles of Brand Image and Effectiveness on Smartphone usage over Digital Marketing

2021 ◽  
Author(s):  
Tabassum Tamanna
Keyword(s):  
Brand Image ◽  
Digital Marketing

Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

2021 ◽  
Vol 8 (8) ◽  
pp. 696-703
Author(s):  
Yandri Rezziansyah Sitompul ◽  
Nisrul Irawati ◽  
Rulianda Purnomo Wibowo
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Primary Data ◽  
Original Sample ◽  
The Public ◽  
Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

scholarly journals Deduplication Analysis of Products In Digital Marketing

2018 ◽  
Vol 10 (1) ◽  
pp. 392
Author(s):  
P. Amudhavalli ◽  
N. Rajalakshmi ◽  
K.S. Sindhu
Keyword(s):  
Support Vector Machine ◽  
Brand Image ◽  
Forensic Analysis ◽  
Least Square ◽  
Digital Marketing ◽  
Support Vector ◽  
Online Purchase ◽  
Pixel Analysis ◽  
The Web

As Digital Marketing is becoming more popular, the number of customer’s interpretation on brands is increasing promptly which makes it firmer for companies to evaluate their brand image and to digital market their products on the web. The Forensic Analysis is used to determine and analyze patterns of fraudulent activities on images. Pixel Analysis and Least square support vector machine are used to compare and associate the scores acquired from the images into one result per tweet. We selected these techniques to compare and find the accuracy of the Digital Marketing images with the received product’s images to identify the fraudulent activities on images in Digital Marketing. As the result of this project the customer can identify whether the received product is exactly what is given in the online purchase website.

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals Strategi Pemasaran TVRI dalam Menaikkan Brand Image

2020 ◽  
Vol 2 (1) ◽  
pp. 67-79
Author(s):  
Christina .
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Research Method ◽  
Brand Image ◽  
Secondary Data ◽  
Digital Marketing ◽  
Public Broadcasting ◽  
The Public ◽  
Effective Media

Televisi Republik Indonesia (TVRI) is a state television. Since its establishment on August 24, 1962, TVRI has indeed experienced various phases in its life. Through Law No.32 of 2002 concerning Broadcasting, TVRI was established as a Public Broadcasting Institution (LPP). LPP is a broadcasting institution in the form of a legal entity established by the state, independent, neutral, non-commercial and functions to provide services for the benefit of the community. At present, TVRI has changed its Director since March 2018 namely Helmi Yahya, known as the King of Quiz. With the new Managing Director, TVRI began many enthusiasts who watched with new faces and more interesting programs. This research uses a qualitative research method, and is descriptive in nature which will later explain the marketing strategy of TVRI which has begun to attract the public and an increase in rating and audience share. This study uses interview techniques and data collection from social media and the internet as well as journals, books as primary and secondary data. The marketing strategy undertaken by TVRI includes five rebranding media including channel branding packages, promo on air, news packages, social media, and off air promotions. Of all the rebranding media, the most effective media is social media because aside from being a new media or digital marketing, it can reach all people, both TVRI viewers and private TV viewers

scholarly journals DIGITAL MARKETING A CATALYST IN CREATING BRAND IMAGE THROUGH CUSTOMER

2021 ◽  
Vol 12 (4) ◽  
pp. 1308-1315
Author(s):  
Dr.Ennala Deepa, Et. al.
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Digital Marketing ◽  
Building Relationships ◽  
Brand Creation

A famous quote says “Content is fire; social media is gasoline (by Jay Baer). If the product has content and the same can be marketed through various digital sources this will enhance the sales of the company. Through digital marketing nowadays marketers are building relationships through links. This paper speaks in point by point about computerized way of promoting the development and different instruments. Contrast between conventional promoting and advanced showcasing is additionally appeared, how digital marketing can help in making brand with the assistance of different devices getting associated. Brand creation is finished remembering the client, the paper discusses different advances associated with making brand through digital marketing.

scholarly journals Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta

2020 ◽  
Vol 3 (3) ◽  
pp. 409-418
Author(s):  
Hafizh Fitrianna ◽  
Derista Aurinawati
Keyword(s):  
Brand Image ◽  
Digital Marketing ◽  
Brand Awareness

Beberapa lokasi di Yogyakarta memiliki peninggalan bangunan kebudayaan yang menarik bagi wisatawan baik lokal maupun mancanegar. Pengelolaan Pariwisata meliputi fasilitas transportasi dan akomodasi dan yang tertata baik dapat menjadi faktor pendukung bagi daerah wisata untuk mampu menarik minat wisatawan. Dengan berkembangnya teknologi saat ini, pengenalan keunggulan daerah wisata (brand awareness dan brand image) dapat menggunakan platform media online yang saat ini sudah banyak digunakan seperti instagram, facebook, google ads, dan aplikasi online lainnya. Tujuan penelitian ini untuk mengetahui pengaruh digital marketing (baik melalui sosial media maupun dengan media pemasaran online lain) pada peningkatan brand awareness dan brand image terhadap keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan 200 sampel. Untuk menguji validitas dan reliabilitas menggunakan software SPSS versi 23. Hasil penelitian ini menunjukkan bahwa pemasaran melalui media digital berpengaruh secara signifikan untuk meningkatkan brand awareness dan brand image sehingga dapat mempengaruhi keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Hasil penelitian dapat dipergunakan untuk membangun strategi pemasaran online agar memiliki dampak yang tinggi dalam meningkatkan respon konsumen dengan menggunakan pendekatan tiga buah variabel (digital marketing, brand awareness, dan brand image).

scholarly journals Pengaruh Endorsement Influencer Instagram Terhadap Keputusan Pembelian pada Generasi Z

2021 ◽  
Vol 5 (1) ◽  
pp. 15
Author(s):  
Afandi Afandi ◽  
Jimmy Prawira Samudra ◽  
Sherley Sherley ◽  
Veren Veren ◽  
Wisely Liang
Keyword(s):  
Brand Image ◽  
Total Sample ◽  
Business Owners ◽  
Digital Marketing ◽  
Business Strategies ◽  
Purchase Decision ◽  
Decision Variable ◽  
Purchase Decisions ◽  
Generation Z ◽  
Regression Test

<p><strong>Abstrak</strong></p><p>Bentuk memasarkan pengiklanan yang melibatkan pihak lain untuk mendukung dan mempromosikan sebuah produk atau jasa disebut <em>endorse. Endorse </em>adalah salah satu bentuk <em>digital marketing</em> yang marak diminati dan dinilai lebih besar pengaruhnya dibandingkan dengan pemasaran melalui media televisi. Tujuan penelitian ini untuk mengetahui seberapa besar pengaruh <em>endorsement influencer</em> Instagram terhadap keputusan pembelian pada generasi Z, yang kami fokuskan pada faktor kepercayaan, faktor citra merek, dan faktor <em>influencer</em>. Variabel citra merek, <em>influencer</em> Instagram, dan kepercayaan adalah variabel independen dan variabel keputusan pembelian adalah variabel dependen. Penelitian dilakukan pada generasi Z di Kota Batam dengan menggunakan metode pengambilan sampel <em>Cluster-Dispropotional-Random </em>dengan total sampel sebanyak 149 responden. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif. Metode pengambilan data dilakukan dengan membagikan kuesioner secara online dengan <em>platform </em>yaitu Google Form. Semua analisis data dilakukan menggunakan aplikasi SPSS 25. Untuk uji hipotesis digunakan uji regresi. Ketiga faktor yaitu kepercayaan, faktor citra merek, dan faktor influencer mempengaruhi <em>endorsement influencer</em> Instagram terhadap keputusan pembelian pada generasi Z. Penelitian membuktikan bahwa generasi Z tetap mempertimbangkan faktor kepercayaan, faktor citra merek, dan faktor influencer dalam keputusan pembeliannya walaupun telah dilakukan <em>endorsement</em> oleh <em>influencer</em> Instagram. Dengan mengetahui hasil penelitian ini, kami harap penelitian ini dapat dijadikan pengetahuan dan bahan pertimbangan bagi pemilik usaha untuk mengatur strategi bisnis, sasaran konsumen, dan memaksimalkan keuntungannya.</p><p><em><strong><br /></strong></em></p><p><em><strong>Abstract</strong><br /></em></p><p><em><em>One type of advertising promotion that uses other parties to support and market a product or service is called endorsement. Endorsement is a form of digital marketing that is in great demand and is considered to be more effective than advertisements through television. The purpose of this study was to discover the influence of Instagram influencer endorsement on purchase decision in generation Z, which we focused on trust factor, brand image factor, and influencer factor. The variables of brand image, Instagram influencer, and trust are the independent variables and the purchase decision variable is the dependent variable. The research was conducted on generation Z in Batam City using the Cluster-Dispropotional-Random sampling method with a total sample of 149 respondents. The research was conducted using a quantitative approach. The data collection method is done by distributing online questionnaires using Google Form. All data analyzes were performed using the SPSS 25 application. To test the hypothesis, regression test was used. The three factors, which were trust, brand image, and influencer affect Instagram influencer endorsement of purchase decision in generation Z. Research shows that generation Z still considers trust factor, brand image factor, and influencer factor in their purchase decisions even though Instagram influencer have endorsed the product. By finding the results of this study, we hope that this research can be used as knowledge and material for consideration for business owners to manage business strategies, target consumers, and maximize profits</em></em><em></em></p>

scholarly journals The role and path of digital marketing in tourist souvenir brands

2021 ◽  
Vol 251 ◽  
pp. 03044
Author(s):  
Yuan Shiqun ◽  
Zhou Chengjun ◽  
Zhang Yu
Keyword(s):  
Digital Technology ◽  
Brand Image ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Expert Interviews ◽  
Product Integration ◽  
Brand Marketing ◽  
Brand Competitiveness ◽  
Product Sales ◽  
Marketing Methods

The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.

scholarly journals PENGARUH PEMASARAN DIGITAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IN-HOUSE EVENT DI SEMINYAK, BALI

2021 ◽  
Vol 20 (1) ◽  
pp. 68-74
Author(s):  
I Nengah Wirata
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Media Platform ◽  
Promotion Process ◽  
At Home

Tight competition is used as an arena for massive promotion on every social media platform and website which is commonly referred to as digital marketing. Through digital marketing, these hotels publish their products in the form of in-house events with interesting themes to welcome New Year's Eve. On average they publish it on social media, this aims to facilitate promotion and streamline the time, effort, and costs incurred during the promotion process. The research objective was to examine how digital marketing and brand image influence purchasing decisions at home events in the Seminyak Bali area. The number of samples used was 182 respondents with the purposive sampling technique. Data processing is used with multiple linear regression analysis in the SPSS program version 23. The results show that there is a partial positive relationship with digital marketing (X1) 3.151 with a significantly less than the ? value (0.002 <0.05), brand image of 5.999 with less significance. from the value of ? (0.000 <0.05) on the purchase decision at the event house in Seminyak, Bali. Simultaneously, digital marketing and brand image have a significant effect on purchasing decisions at home events in the Seminyak Bali area with a value of Fount greater than Fable, namely 98.458> 3.05 and a significance value of 0.000.

Strategi Kewirausahaan dan Digital Marketing Produk Teh Binahong di Tawang, Tasikmalaya, Jawa Barat

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Rani Rubiyanti ◽  
Tovani Sri ◽  
Adi Wibowo
Keyword(s):  
Digital Marketing

Kewirausahaan adalah suatu proses membelai bisnis baru, mengorganisasikan sumberdaya-sumberdaya seperti; sumberdaya manusia (tenga kerja), sumberdaya alam (bahan baku) yang diperlukan untuk kegiatan pemberian nilai tambah ekonomis yang akan menghasilkan produk, baik barang maupun jasa dengan mempertimbangkan risiko yang terkait. Secara sederhana digital marketing adalah terminologi yang mencoba mendeskripsikan jasa pemasaran terintegrasi yang digunakan untuk menarik perhatian, serta pelibatan konsumen secara online. Tujuan dari program pengabdian kepada masyarakat (PKM) ini adalah mengembangkan program sebelumnya dimana belum ada penyampaian ilmu tentang strategi kewirausahaan dan pemasaran dengan teknik digital marketing agar masyarakat dapat berwirausaha dan memasarkan produk teh binahong ke masyarakat luas. Sasaran utama program PKM ini adalah warga Kelurahan Lengkongsari Kecamatan Tawang Kota Tasikmalaya yang mendapat bantuan Program Keluarga Harapan (PKH) yang merupakan masyarakat tidak produktif secara ekonomis. Metode yang digunakan meliputi ceramah, praktik langsung, dan diskusi. Hasil kegiatan memyimpulkan bahwa: 1) Pengetahuan peserta tentang strategi kewirausahaan dan digital marketing meningkat; 2) Masyarakat dapat membuat dan mengemas teh binahong; dan 3) Kegiatan ini telah memberi manfaat bagi masyarakat Sidorejo, khususnya ibu-ibu PKK dengan meningkatnya keinginan peserta menjual produk the binahong pada salah satu akun digital marketing.

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