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.

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

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

scholarly journals Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa

2020 ◽  
Vol 5 (3) ◽  
pp. 145
Author(s):  
Supeni Budi Priatni ◽  
Teza Hutriana ◽  
Enni Noegraheni Hindarwati
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Theory ◽  
Significant Positive Effect ◽  
Independent Variable ◽  
Marketing Variables ◽  
Positive Effect

The purpose of this study was to examine the effect of Social Media Marketing variables on Purchase Intention through Brand Awareness. The analysis that be used is path analysis. The sample is 97 instagram followers of Martha Tilaar Salon Day Spa taken from the number of 3721 followers Martha Tilaar Salon Day Spa followers on April 13, 2019. The dependent variable used is Purchase Intention. The independent variable is Social Media Marketing and the intervening variable is Brand Awareness. This study provides empirical evidence that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention with Brand Awareness as an independent variable . Empirical results from this study have implications for salon entrepreneurs, marketing divisions in the beauty and spa industry as well as the development of Social Media Marketing theory, Brand Awareness that influences Purchase Intention as a result of this study

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

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.          

scholarly journals An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

2018 ◽  
Vol 2 (1) ◽  
pp. 7-23 ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Significant Positive Effect ◽  
Content Type ◽  
Store Environment ◽  
Corporate Social ◽  
Positive Effect

Purpose The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector. Design/methodology/approach A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS. Findings The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision. Originality/value The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

scholarly journals Evaluation on Social Media Marketing from Customers

Webology ◽  
2021 ◽  
Vol 18 (2) ◽  
pp. 598-615
Author(s):  
Tri Cicik Wijayanti ◽  
Dhika Amalia Kurniawan ◽  
Dio Caisar Darma ◽  
Yundi Permadi Hakim
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Social Networking ◽  
Feedback Loop ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Quality Of Products ◽  
The Relationship ◽  
Positive Effect

Advances in information and technology for the transformation of marketing management have integrated aspects of digitalization as an effective and efficient feedback loop. Customers around the world today are leveraging popular social media marketing (SMM) to assess the quality of products and services. Several culinary food providers have received special attention from traditional food lovers in Indonesia, including Warung Kuliner Suroboyo which has several branches in each region. On this occasion, we tried to study the relationship between SMM, brand awareness, social networking, and decision-making with objects at Suroboyo Warung Culinary in Indonesia. The sample size involves 150 respondents who are regular customers in three locations (Surabaya City, Balikpapan City, and Samarinda City) who use Facebook, Instagram, and Twitter. To make it easier for the survey to be carried out with the support of 'Google Form' in 2020, and the data is processed using multiple regression analysis. The SMM has a positive effect on brand awareness (H1 is accepted), brand awareness has a positive effect on decision-making (H2 is accepted), SMM has a positive effect on social networking (H3 is accepted), social networking has a positive.

scholarly journals Effect of Firm Size on Sales Growth with Capital Structure as An Intervening Variable

2021 ◽  
Vol 4 (1) ◽  
pp. 93-103
Author(s):  
Shafarina Dewi Kusuma ◽  
Nurika Restuningdiah ◽  
Puji Handayati
Keyword(s):  
Capital Structure ◽  
Path Analysis ◽  
Direct Effect ◽  
Firm Size ◽  
Indirect Effect ◽  
Consumer Goods ◽  
Research Approach ◽  
Sales Growth ◽  
Significant Positive Effect ◽  
Positive Effect

The increasing need for consumer goods can cause the sectors of consumer goods are trying to increase their production activity which is supported by the firm's performance. It gives a signal of the high level of cash flow in the future and as a positive signal to creditors as an indication of the firm's sales growth. The purpose of this research is to test the validity of trade-off theory and resource-based view theory. In addition, this study aims to determine the direct effect and indirect effect between firm size on sales growth through capital structure. The sample used in this study are the sixteen companies for three years and those were tested by using path analysis and uses a quantitative research approach. The results of this study prove that firm size has a significant positive effect on sales growth through capital structure, which is proven based on the comparison of the indirect effect with the direct effect. This study aims to determine the direct effect and indirect effect between firm size on sales growth through capital structure. The sample used in this study is sixteen consumer goods sector companies that are listed on the Indonesia Stock Exchange throughout 2016-2018. Sixteen companies were tested using path analysis. The result of this study shows that firm size has a significant positive effect on sales growth through capital structure, which is proven based on the comparison of the indirect effect with the direct effect.

scholarly journals Pengaruh Promosi Media Sosial,Word Of Mouth Dan Kualitas Layanan Terhadap Minat Beli Konsumen (Studi Kasus Pada Toko Raja Hp Tenggarong

2021 ◽  
Vol 21 (1) ◽  
pp. 84-101
Author(s):  
Muhammad Saifulloh ◽  
Sugeng Raharjo
Keyword(s):  
Social Media ◽  
Quality Of Service ◽  
Data Analysis ◽  
Service Quality ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Significant Positive Effect ◽  
Independent Variables ◽  
Positive Effect

  Abstract:                The purpose of this study was to determine the effect of promotion through social media, word of mouth and service quality on buying interest at Raja HP ​​Tenggarong simultaneously and partially. The number of respondents is 100 respondents. The results of this study indicate that simultaneously all independent variables (Promotion through social media, Word of Mouth and Service Quality) in this study have a significant effect on the dependent variable (Purchase Interest) with a significance value of 0.000 <0.05 and F count > F table ( 50,528 > 2.70). Partially, Social Media Promotion Variables have no significant effect on buying interest. Word of Mouth and Service Quality variables have a significant positive effect on Purchase Intention. Based on the results of data analysis, the dominant variable influencing buying interest is service quality. Adjusted R Square of 0.600 equals 60%. This value indicates that 60% of buying interest is influenced by promotions through social media, Word Of Mouth, and Service Quality, while the remaining 40% is influenced by other factors.   Keywords: Promotion, Social Media, Word Of Mouth, Quality of Service, and Purchase Interest

scholarly journals The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

2021 ◽  
Vol 8 (9) ◽  
pp. 81-91
Author(s):  
Nasya Nirma Sari ◽  
Amrin Fauzi ◽  
Endang Sulistya Rini
Keyword(s):  
Brand Loyalty ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Trust ◽  
Significant Positive Effect ◽  
Repurchase Intention ◽  
The Past ◽  
Positive Effect

Repurchase intention is a commitment of a customer formed as a consumer purchases a product or service. Many factors influencing repurchase intention, including the E-Word of Mouth (E_WOM), brand image and brand trust. E-WOM is an effective tool for building brand awareness, creating hype in the market, influencing purchasing decision and developing brand loyalty. Brand image is a description of association of consumer beliefs in a particular brand. Brand Trust is a customer's desire to rely on a brand at any cost. The present study is a survey using an associative quantitative approach aimed at determiniong the effect of E-WOM and brand image on repurchase intention moderated by brand trust. The population of the study included all customers of Garuda Indonesia airline who have used the airline in the past year, especially the Garuda Indonesia Medan, which amounted to 36,000 during 2019. The sampling method used a sample formula with certain criteria so that were 100 samples. The data collection method used a questionnaire. Data analysis used path analysis. The results of the the study showm that E-WOM has a significant effect on Brand Trust. Brand Image has a significant influence on Brand Trust. Brand Trust has a significant positive effect on the Repurchase Intention variable. E-WOM has a significant positive effect on variable Repurchase Intention. Brand Image has a significant effect on the Repurchase Intention variable through Brand Trust. E-WOM has a significant positive effect on variable Repurchase Intention through Brand Trust. Brand Image has a significant effect on the Repurchase Intention. In other words, Brand Trust is proven to moderate the influence of Brand Trust on Repurchase Intention. It is recommended that Garuda Indonesia Airlines provide consistent, fast and quality service so that it gets positive reviews from customers which will increase Repurchase Intention of Garuda Indonesia flight tickets. Keywords: E-WOM, Brand image, brand trust, repurchase intention.

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