The Influence of Social Media in Brand Awareness, Word of Mouth, Intention and Donation Decisionat Rumah Zakat

ABSTRAK Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S) adalah salah satu kelompok tani yang diketuai oleh Bapak Buharto di desa Karang Melok, kecamatan Tamanan, kabupaten Bondowoso. Kegiatan utama dari P4S adalah memberikan pelatihan untuk menjalankan pertanian organik dan pembuatan pupuk organik. Permasalahan yang dihadapi P4S adalah pada kegiatan pemasaran dan proses pendaftaran bagi kelompok atau individu yang ingin mengikuti pelatihan. Selama ini pemasaran yang dilakukan oleh P4S adalah dengan cara konvensional yaitu dari mulut ke mulut. Pendaftaran hanya dapat dilakukan secara langsung melalui telpon tanpa adanya proses pendataan. Upaya yang dapat dilakukan untuk pemasaran dan meningkatkan brand awareness P4S adalah dengan membuatkan website dan akun di media sosial (facebook), dan kemudian disosialisasikan penggunaanya ke pengelola/anggota P4S.Kata kunci : P4S, pemasaran, brand awareness, website, media sosial. ABSTRACT “Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S)” is one of the farmer groups chaired by Mr. Buharto in Karang Melok village, Tamanan, Bondowoso. The main activity of P4S is to provide training to runing organic farming and making organic fertilizer. The problems faced by P4S are marketing activities and the registration process for groups or individuals who want to take part in the training. So far the marketing carried out by P4S is in the conventional way, which is word of mouth. Registration can only be done directly by telephone without the data collection process. Efforts that can be made for P4S in marketing activities and increasing brand awareness are by creating websites and account on social media (in this case Facebook), and then disseminated its use to members of P4S.

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Curating for engagement: Identifying the nature and impact of organizational marketing strategies on Pinterest

First Monday ◽

10.5210/fm.v21i9.6020 ◽

2016 ◽

Author(s):

Gregory D. Saxton ◽

Amanda Ghosh

Keyword(s):

Social Media ◽

Digital Media ◽

Cosmetic Surgery ◽

Word Of Mouth ◽

Information Source ◽

Marketing Strategies ◽

Brand Awareness ◽

Social Media Site ◽

Primary Measure ◽

Potential Customers

In an increasingly overloaded information environment sparked by the explosion of digital media, the ability to curate content has taken on greater importance. This study begins with the supposition that businesses that are able to adopt a content curation role and help consumers sort through the daily influx of information may be more successful in attracting, engaging, and retaining customers while fostering brand awareness and word of mouth. Accordingly, this study investigates organizational marketing strategies on Pinterest, the fifth most popular U.S. social media site and the largest social curation platform. Pinterest effectively offers a unique opportunity for businesses to engage customers through social curation strategies, and in this paper we set out to address two related questions. First, how are organizations communicating with current and potential customers on Pinterest? And second, how effective are these strategies? We address these questions by inductively analyzing 1,095 “pins” sent by 18 cosmetic surgery businesses. Undertaking analyses at the pin, board, and account levels, we ultimately identify three distinct pinning strategies: Lifestyle, Information Source, and Market Creator. These strategies are then related to the effectiveness of brand awareness and word of mouth, using the number of repins as the primary measure of “reach” of a marketing campaign. The Lifestyle strategy had the biggest impact, generating the largest number of repins. The implications of these social curation strategies for social media marketing are explored.

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THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY

Jurnal Manajemen Indonesia ◽

10.25124/jmi.v19i2.2234 ◽

2019 ◽

Vol 19 (2) ◽

pp. 107 ◽

Cited By ~ 1

Author(s):

Siti Maria ◽

Tommy Pusriadi ◽

Yundi Permadi Hakim ◽

Dio Caisar Darma

Keyword(s):

Social Media ◽

Path Analysis ◽

Direct Effect ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Significant Positive Effect ◽

Transportation Services ◽

Data Source ◽

Positive Effect

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

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The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

IJEBD (International Journal Of Entrepreneurship And Business Development) ◽

10.29138/ijebd.v2i2.770 ◽

2019 ◽

Vol 2 (2) ◽

pp. 218-226

Author(s):

Novita Alfian ◽

Sengguruh Nilowardono

Keyword(s):

Social Media ◽

Linear Regression ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Travel Agents ◽

Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

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The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

KnE Social Sciences ◽

10.18502/kss.v4i3.6373 ◽

2020 ◽

Author(s):

Siti Maria ◽

Tommy Pusriadi ◽

Dio Darma

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Structure Model ◽

Significant Positive Effect ◽

Transportation Services ◽

Data Source ◽

Positive Effect ◽

City Models

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who only use transportation services in the area of Samarinda City. Models using path analysis programs and data are processed through SPSS version 23. This research states sub-structure model 1 is known as social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on the intention to buy. Finally, social media marketing and the effectiveness of advertising indirectly have a significant positive effect on intention to buy through brand awareness. Keywords: Social media marketing; Word of mouth; Effectiveness of advertising; Brand awareness; Intention to buy

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Ill Consequences of Social Media in Intepreting Customers Buying Opinion

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.b1107.1292s419 ◽

2019 ◽

Vol 9 (2S4) ◽

pp. 178-180

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Vital Role ◽

Demographic Variables ◽

Brand Awareness ◽

Purchasing Behavior ◽

Buying Behavior ◽

Result Show ◽

The Impact ◽

Consumer Buying Behavior

This research aims to study the interaction between the companies and the consumers directly. Now a day’s social media is playing a vital role for the marketers. It creates curiosity, brand awareness. Social media is the fastest way to get in touch with the consumers. The traditional word-of-mouth publicity has been replaced by word-of-web as consumers are increasingly referring to social media sites before making a purchase, greatly influencing buying behavior. This Study is focusing on the factors which influence the impact of social media on consumer buying behavior. To analyse the impact of demographic variables on purchasing behavior using social media. The survey has been conducted by randomly selecting 50 respondents who are using Social Media. Result show that Social Media influences consumer buying behavior.

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RELASI INTERNET DAN MEDIA SOSIAL DALAM PEMBENTUKAN BRAND AWARENESS, IMAGE DAN EXPERIENCE PRODUK ASING

INFORMASI ◽

10.21831/informasi.v46i1.9654 ◽

2016 ◽

Vol 46 (1) ◽

pp. 101

Author(s):

Ina Nur Ratriyana

Keyword(s):

Social Media ◽

Digital Media ◽

Word Of Mouth ◽

Product Information ◽

Communication Process ◽

Brand Awareness ◽

Product Choice ◽

Global Brand ◽

Unlimited Access ◽

Internet And Social Media

The effect of globalization on communication process appears especially in digital media which made communication exchange faster. Cultural process also create homogenization of product choice, when global brand looks more familiar than local brand. Internet and social media give an opportunity for consumer to access the product information and interact with them. Interactivity as part of digital media offers unlimited access and the power of word of mouth in terms of internet and social media. In the end, it will affect the brand awareness, image and attitude about product, especially in Generation Y who are close with media digitalization itself as part of their life.Kemunculan globalisasi mempengaruhi proses komunikasi terutama dengan adanya media digital yang semakin mempercepat pertukaran informasi. Hal ini kemudian mempengaruhi proses kebudayaan, termasuk diantaranya mendorong homogenisasi dalam pemilihan produk, saat brand global menjadi lebih familiar dibandingkan dengan produk lokal. Internet dan media sosial muncul dan memberikan kesempatan pada konsumen untuk mengakses informasi sekaligus berinteraksi dengan produk. Interaktivitas merupakan sebuah hal baru yang ditawarkan oleh media digital. Internet dengan akses informasi yang tanpa batas dan media sosial dengan kekuatan word of mouth yang mempengaruhi pembentukan kesadaran, persepsi dan pembelian sebuah produk terutama di kalangan Generasi Y yang memiliki kedekatan dengan duniadigital.

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HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

Journal of Islamic Monetary Economics and Finance ◽

10.21098/jimf.v7i4.1379 ◽

2021 ◽

Vol 7 (4) ◽

Author(s):

Mohamad Isa Abd Jalil ◽

Suddin Lada ◽

Mohd Ashari Bakri ◽

Zakiah Hassan

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Word Of Mouth ◽

Brand Management ◽

Social Media Marketing ◽

Brand Awareness ◽

Repurchase Intention ◽

Holistic View ◽

Brand Recognition ◽

The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.

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The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media in Indonesia

11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES - Global Conference on Business and Social Sciences Proceeding ◽

10.35609/gcbssproceeding.2021.12(121) ◽

2021 ◽

Vol 12 (1) ◽

pp. 121-121

Author(s):

Nora Andira Brabo ◽

Andri Irmawan Karif ◽

Setyani Dwi Lestari ◽

Agus Sriyanto

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Survey Method ◽

Social Media Platform ◽

Media Platform

Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions how their product marketed and promoted and how consumers are persuaded to buy their product. This study aims to analyze factors that influence consumers purchase intention on Xiaomi smartphone. Context of analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Survey method is conducted and respondents were chosen by using non-probability sampling with convenience technique. Data were analyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version 3. The result shows that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have significant positive influence on purchase intention for Xiaomi smartphone. Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content are needed to keep customers engagement and commitment to the Xiaomi social media platform, such as photo competition with Xiaomi camera. Social media allow consumers to post user-generated content (such as, online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Social media also allow company has conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through Brand Page, company can execute social media strategy, and if done correctly it will increase Xiaomi brand image and purchase of this product. Keywords: Brand Page Commitment, Brand Awareness, Electronic WOM, Brand Image, Purchase Intention

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The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media

GATR Journal of Management and Marketing Review - JMMR Vol 4(3) JUL-SEP 2019 ◽

10.35609/jmmr.2021.6.4(4) ◽

2021 ◽

Vol 6 (4) ◽

pp. 235-244

Author(s):

Nora Andira Brabo ◽

Andri Irmawan Karif ◽

Setyani Dwi Lestari ◽

Agus Sriyanto

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Positive Influence ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Survey Method ◽

Product Reviews

Objective - Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions about how their product is marketed and promoted and how consumers are persuaded to buy their products. This study aims to analyze factors that influence consumers purchase intentions in relation to Xiaomi smartphones. The context of the analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Methodology/Technique - A survey method is conducted and the respondents were chosen using non-probability sampling with convenience technique. Data wasanalyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version. Findings - The results show that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have a significant positive influence on purchase intention for Xiaomi smartphones.Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content isneeded to keep customers engaged and committed to the Xiaomi social media platforms, such as photo competitions with Xiaomi cameras. Social media allows consumers to post user-generated content (such as online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Novelty - Social media also allowscompanies to have conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through their Brand Page, a company can execute social media strategies and, if done correctly, it will increase Xiaomi brand image and sales. Type of Paper - Empirical Keywords: Brand Page Commitment; Brand Awareness; Electronic WOM; Brand Image; Purchase Intention JEL Classification: M30, M39.

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