scholarly journals Local Pride Movement as A Local Sneaker Branding Strategy

2021 ◽  
Vol 9 (2) ◽  
pp. 48-59
Author(s):  
Bayu Suseno ◽  
Anwar Hidayat
Keyword(s):  
Social Media ◽  
Government Policy ◽  
Brand Personality ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Branding Strategy ◽  
Consumer Ethnocentrism ◽  
The Awakening ◽  
Industry Collaboration

This study aims to determine the awakening of the local pride tagline or slogan as a movement for the community to be proud to use a local sneaker brand. In this study, branding theory is used to analyze the formation of a tagline for local pride or pride in Indonesian-made products. The results of this study illustrate that the local pride campaign which is influenced by the practice of cross-industry collaboration with influencers is able to build brand personality for local shoe products towards consumer buying interest. The level of consumer ethnocentrism in the community forms brand awareness which has a significant effect on purchasing decisions for local shoe products, this is also in line with government policy through restrictions on imported commodities for products or goods that can be made domestically. The use of digital marketing content carried out by local products with the theme of being made proud of Indonesian products becomes a brand campaign through the hashtag #LocalPride to increase sales of local shoes (footwear) products, as well as a promotional tool that has proven to be very effective in increasing the number of followers of social media accounts.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

scholarly journals Social Media Branding Strategy in StartUp Business

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Arsiyanti Lestari ◽  
Siswantini Siswantini
Keyword(s):  
Social Media ◽  
Single Case ◽  
Product Category ◽  
Business Strategies ◽  
Brand Awareness ◽  
Branding Strategy ◽  
Case Study Method ◽  
Qualitative Methodologies ◽  
Selection Of

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy

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

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.

scholarly journals PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA DI KOTA PALEMBANG

2021 ◽  
Vol 17 (1) ◽  
pp. 97-108
Author(s):  
Esty Naruliza ◽  
Rico Suseno
Keyword(s):  
Digital Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Purchasing Decisions ◽  
Regression Test ◽  
Three Stages ◽  
The City ◽  
Positive Effect ◽  
Sophisticated Technology

Along with the development of the era, which is supported by the development of increasingly sophisticated technology, it has an impact on increasingly fierce business competition. Various efforts have been made by the company in order to have a strong traction stuck in the minds of consumers. The strategy used to introduce a brand is to use digital marketing. The higher the level of brand awareness (brand awareness), the more inherent a brand will be in the minds of consumers, so the more likely the brand will be chosen by consumers. In this study, the object is Tokopedia's consumers in the city of Palembang.  The sampling method uses accidental sampling.  The data used are primary data by distributing questionnaires directly to Tokopedia application users in the city of Palembang.  The number of samples used was 272 respondents.  The test was carried out in three stages, namely validity, reliability, classical assumption and hypothesis testing. The results of this study indicate that digital marketing and brand awareness together have a positive effect on purchasing decisions of Tokopedia consumers in Palembang, this can be seen from the results of the multiple regression test Y = 18,950 + 0.556 X1 + 0.28 X2 + e.  When viewed from the coefficient of determination (R2) of 34.9%, purchasing decisions can be explained by digital marketing and brand awareness. Meanwhile, 65.1% was influenced by other variables not examined in this study, such as discounts, hsrgs, availability of goods and others.

scholarly journals Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

2021 ◽  
Vol 12 (3) ◽  
pp. 3672-3678
Author(s):  
Heri Erlangga Et.al
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Total Sample ◽  
Positive Influence ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

scholarly journals IMPLEMENTASI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JD.id Jakarta

2019 ◽  
Vol 7 (3) ◽  
Author(s):  
Glen Irwinto Laluyan ◽  
Imam Wibowo ◽  
Amanda Setiorini
Keyword(s):  
Social Media ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Email Marketing ◽  
Active User ◽  
The Face

<em>This research is about Implementation of Digital Marketing on Consumers Purchasing Decisions. This research aims to analize the implementation of the Social Media Marketing, Pay Per Click and Email Marketing to the  Purchasing Decisions of Jakarta JD.id Consumers. In this research the sample took 100 respondent using purposive sampling technique, which respondent is an active user of the face book forum and has shopped on the JD.id site. The data that has been obtained tested using multiple linear regression analysis technique. The result that shown from this research are Social Media Marketing, Pay Per Click and Email Marketing simultaneous and partial gave positive and significant effect to Consumers Purchasing Decisions.</em>

scholarly journals Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian

2019 ◽  
Vol 16 (4) ◽  
pp. 58
Author(s):  
I Putu Lugra Agusta Pranawa ◽  
Agus Putu Abiyasa
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Marketing Strategy ◽  
Social Factors ◽  
Reference Group ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling

ABSTRACTThis study discusses digital marketing strategies and hedonism on purchasing decisions. The research location was conducted at the Bali Tree House. The sampling technique uses purposive sampling technique, data collection techniques used are: observation, documentation, and interviews, with the validity method of triangulation data. The results found are as follows: Rumah Pohon Bali has used a digital marketing strategy using E-commerce, blogs, and social media for digital marketing optimization. Hedonism combined with digital marketing with visual summaries can increase consumer attractiveness. This digital marketing strategy and hedosme can increase purchasing decisions through policy factors and social factors regarding the part of the reference group that is expected to be a strategy that can provide maximum sales results for Balinese tree houses.

scholarly journals Implementasi Digital Marketing dalam Membangun Brand Awareness

2018 ◽  
Vol 3 (1) ◽  
pp. 1 ◽  
Author(s):  
Femi Oktaviani ◽  
Diki Rustandi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Digital Marketing ◽  
Brand Awareness

Sentra industri rajutan Binong Jati sebagai industri kreatif di bidang fashion. Memproduksi berbagai jenis pakaian rajutan berskala home industry sejak tahun 60-an. Seiring dengan waktu sentra rajutan ini kemudian dikelola oleh Koperasi Industri Rajutan Binong Jati (KIRBI) dengan harap dapat meingkatkan dan membangun potensi kemampuan ekonomi anggota dan masyarakat dalam mencapai kesejahteraan. Kehadiran KIRBI sebagai wadah sekaligus garda terdepan para pelaku bisnis rajutan, seharusnya mampu mengembangkan potensi yang ada dengan mempromosikan wilayah Binong Jati menjadi salah satu industri kreatif, sehingga masyarakat mengetahui dan aware terhadap produk industrirajutan Binong Jati. Penelitian ini mengemukakan digital marketing dalam membangun brand awareness sebagai upaya menginformasikan, membujuk dan mengingatkan masyarakat tentang KIRBI sebagai salah satu UMKM pembuatan pakaian berbahan rajutan. Pemilihan social media, pesan, dan kegiatan bauran promosi yang digunakan KIRBI untuk membangun brand awareness menjadi tujuan dari penelitian. Penelitian ini sebagai penelitian kualitatif dengan menggunakan studi kasus. Data yang di dapat melalui observasi dan wawancara, serta didukung oleh dokumentasi peneliti. Informan terdiri dari dua informan utama dan dua informan tambahan. Hasil penelitian menunjukan bahwadigital marketingdalam membangun brand awareness dilakukan dengan mengelola media sosial instagram dengan melakukan aktivitas berupa iklan, tagline, serta menjalankan teknik bauran pemasaran seperti personal selling, sales promotion dan public relations sebagai upaya membangun brand awareness tentang produk industri rajutan Binong Jati.

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