scholarly journals PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION

2021 ◽  
Vol 10 (2) ◽  
pp. 145
Author(s):  
Ni Made Ayu Sutariningsih ◽  
I Gusti Ngurah Jaya Agung Widagda K
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Probability Sampling ◽  
Purposive Sampling

Perkembangan teknologi di era globalisasi ini sangat pesat. Social media marketing penting bagi strategi pemasaran. Social media marketing harus dilakukan dengan kreatif dan menarik untuk membentuk brand awareness sehingga dapat meningkatkan purchase intention. Studi ini bertujuan untuk menjelaskan peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention. Obyek penelitian adalah produk Chatime di Kota Denpasar. Data dikumpulkan menggunakan kuisioner online dengan jumlah sampel sebanyak 120 responden. Metode penentuan sampel yang digunakan pada penelitian adalah non probability sampling yaitu teknik purposive sampling. Teknik analisis mengunakan analisis jalur (path analysis) dan uji sobel. Hasil penelitian ini menunjukan social media marketing berpengaruh positif dan signifikan terhadap purchase intention dan brand awareness; brand awareness berpengaruh positif dan signifikan terhadap purchase intention; brand awareness memediasi secara signifikan pengaruh social media marketing terhadap purchase intention. Perusahaan Chatime sebaiknya menambah fitur avatar, giveaway, quiz, voucher, fun fact dan bintang iklan, serta membuat iklan informatif dan iklan yang menarik seperti : pengunaan animasi, karakter, musik, dan gambar maupun font yang unik. Kata kunci: social media marketing, brand awareness, purchase intention

scholarly journals PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

2020 ◽  
Vol 9 (6) ◽  
pp. 2352
Author(s):  
Ida Bagus Putu Asdhi Setiawan ◽  
Ni Made Asti Aksari
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Sampling Method ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Test Study ◽  
Celebrity Endorser

The purpose of this study was to determine the role of brand awareness in mediating the effect of celebrity endorser towards purchase intention on Adidas Yeezy shoe products. This research was conducted in the Province of Bali with a sample of 60 respondents using non-probability sampling method with purposive sampling technique. Data was analysed using path analysis and Sobel test. Study result showed that celebrity endorser have a positive and significant effect on brand awareness and purchase intention; brand awareness have a positive and significant effect on purchase intention; and brand awareness can significantly mediate the influence of celebrity endorser on purchase intention. The result of this study indicates that good brand awareness and celebrity endorser can influence the purchase intention of Adidas Yeezy shoe products. Keywords: celebrity endorser, brand awareness, purchase intention

scholarly journals The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness

2021 ◽  
Author(s):  
Cleo . ◽  
Sopiah .
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Descriptive Statistics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Activities ◽  
Alternative Responses

The aim of this research was to investigate the influence of social media marketing activities on purchase intention and to elaborate the role of brand awareness as the mediating variable in this relationship. The sample consisted of 315 respondents. The data were collected through a closed-ended questionnaire with five alternative responses: highly agree (score five) and highly disagree (score one). The data were then analyzed through descriptive statistics and path analysis. The results showed that social media marketing activities had a significant influence on purchase intention and that brand awareness acted as the pull mediating variable in this relationship. Keywords: social media marketing activities, brand awareness, purchase intention

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

2019 ◽  
Vol 19 (2) ◽  
pp. 107 ◽  
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.

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sriparna Guha ◽  
Anirban Mandal ◽  
Fedric Kujur
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Media Environment ◽  
Content Type ◽  
The Social ◽  
Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

scholarly journals Pengaruh Social Media Marketing dan Product Quality Terhadap Purchase Decision dengan Purchase Intention sebagai Interverning pada Produk Jims Honey

2021 ◽  
Vol 3 (3) ◽  
pp. 407-424
Author(s):  
Endah Setiawati ◽  
Gunarso Wiwoho
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Probability Sampling

Perkembangan bisnis di dunia Industri fashion terus mengalami perubahan dalam periode waktu yang sangat singkat. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh social media marketing, dan  product quality terhadap purchase decision melalui purchase intention produk Jims Honey pada masyarakat di Kabupaten Kebumen. Teknik pengumpulan data dengan menggunakan teknik non probability sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan SPSS 25 for windows. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif menggunakan analisis jalur. Hasil penelitian ini yaitu: (1) social media marketing (X1) berpengaruh signifikan terhadap purchase intention (Y1); (2) product quality (X2) berpengaruh signifikan terhadap purchase intention (Y1) dan juga berpengaruh signifikan terhadap  purchase decision (Y2); (3) social media marketing (X1) tidak berpengaruh terhadap purchase decision (Y2); (4) social media marketing (X1) dan product quality (X2) secara tidak langsung masing-masing berpengaruh terhadap purchase decision (Y2) melalui purchase intention (Y1).

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

2021 ◽  
Vol 30 (2) ◽  
pp. 475-492
Author(s):  
Adelina Emini ◽  
◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Transition Economy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Survey Tool ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

scholarly journals PENGARUH CELEBGRAM DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN SECARA ONLINE PADA MEDIA SOSIAL INSTAGRAM PRODUK ERHA CLINIC DI SURABAYA

2020 ◽  
Vol 5 (1) ◽  
pp. 39-47
Author(s):  
Gogi Kurniawan
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Probability Sampling ◽  
Purposive Sampling

Peningkatan persaingan bisnis online melalui social media, memberikan kesempatan industri klinik kecantikan untuk memanfaatkan social media marketing agar bisa meningkatkan minat beli konsumen dengan pemilihan bintang iklan atau celebgram yang tepat. Disamping itu, produsen juga harus membuat produk yang inovatif agar merek tersebut memiliki citra positif di benak masyarakat sehingga dapat meningkatkan minat beli pada produk yang ditawarkan. Penelitian ini bertujuan untuk mengetahui pengaruh celebgram dan brand image terhadap minat beli produk Erha Clinic. Populasi yang digunakan dalam penelitian ini adalah pengunjung di Erha Clinic Center Surabaya. Metode pengambilan sampel yang digunakan adalah non probability sampling dengan teknik purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 90 responden. Sedangkan teknik analisis data dalam penelitian ini adalah PLS (Partial Least Square). Dari peneltian ini didapatkan hasil bahwa Celebgram dan brand image berpengaruh positif terhadap minat beli produk Erha Clinic).

scholarly journals Pengaruh Social Media Marketing dan Tagline terhadap Brand Awareness pada Pattern X Medan

2021 ◽  
Vol 1 (2) ◽  
pp. 103-112
Author(s):  
Satrio Abiemanyoe ◽  
Genesis Sembiring Depari
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Probability Sampling

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana social media marketing (Instagram) dan Tagline memberikan pengaruh terhadap Brand Awareness.Desain penelitian ini dengan menggunakan metode kuantitatif. Teknik mengambil sample yaitu non probability sampling. Teknik Analisa data yang digunakan adalah analisis deskriptif statistic, uji instrument penelitian, Uji Asumsi Klasik, Analisis Regresi Linear Berganda, Uji Koifisien Determinasi dan Uji Hipotesis. Berdasarkan dari hasil penelitian, data telah terdistribusi secara normal, tidak memiliki interkorelasi antar variabel bebas dan bebas dari heteroskedasitas. Kesimpulan yang dapat diambil adalah Pemasaran Sosial Media memiliki pengaruh positif dan signifikan terhadap Brand Awareness dengan hasil itung t (4.269) ›t tabel(1.984). Tagline memiliki pengaruh positif dan signifikan terhadap Brand Awareness. dengan hasil t-itung  (4.625) >t tabel(1.984). Selain itu, Sosial Media Marketing dan Tagline memberikan pengaruh yang positif dan signifikan secara serempak terhadap Brand Awareness sebesar 60%.

scholarly journals PERAN KESADARAN MEREK (BRAND AWARENESS) DALAM MEMEDIASI HUBUNGAN IKLAN OPPO DENGAN NIAT BELI KONSUMEN

2018 ◽  
Vol 7 (10) ◽  
pp. 5230
Author(s):  
I Wayan Dicky Reza Pranata ◽  
Km. Agus Satria Pramudana
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Path Analysis ◽  
Purchase Intention ◽  
Brand Awareness ◽  
Survey Method ◽  
Probability Sampling ◽  
Analysis Technique ◽  
Consumer Purchase Intention

The purpose of this study is to examine the role of brand awareness in mediating advertising relationships with consumers' buying intentions. This research was conducted in Denpasar City. The number of samples taken as many as 105 respondents, with the method of non-probability sampling, especially purposive sampling. Data collection was done through survey method using questionnaire instrument. Data analysis technique used is Path Analysis. Based on the analysis results found that the ads have a positive and significant impact on brand awareness (brand awareness). The study also found that each of the ad variables and brand awareness has a positive and significant impact on consumers' buying intentions. In addition brand awareness (brand awareness) also positively and significantly mediate ad relationship with consumer purchase intention. This indicates that the more interesting the Oppo smartphone ads and the higher brand awareness in the minds of consumers will increase consumer intention to buy on Oppo smartphones. Keywords: advertising, brand awareness purchase intention.

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