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

<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>

Download Full-text

THE EFFECT OF SOCIAL MEDIA MARKETING, TRUST BRAND, AND WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY AT REAL B DISTRO SURABAYA).

Journal of World Conference (JWC) ◽

10.29138/prd.v1i2.151 ◽

2019 ◽

Vol 1 (2) ◽

pp. 267-273

Author(s):

Risky Bahrudin Yusuf ◽

Sengguruh Nilowardono

Keyword(s):

Social Media ◽

Quantitative Research ◽

Word Of Mouth ◽

Linear Regression Analysis ◽

Multiple Linear Regression Analysis ◽

Social Media Marketing ◽

Purchase Decisions ◽

Brand Trust ◽

Purchasing Decisions

The intention of consumer purchases is the willingness of a product to buy the goods they want. this is a strong determinant in the purchase of a product or brand. Therefore this study aims to analyze whethervariables social media marketing, brand trust, word of mouth can influence purchasing decisions to buy various Persebaya attribute products that are sold at Real B Distro Surabaya. This research is quantitative research with a sample of 160 respondents. Furthermore, the data were analyzed using multiple linear regression analysis techniques and classical assumption tests. The results showed that the three hypotheses proposed had a significant and supportive effect.

Download Full-text

PENGARUH SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN J.CO DONUTS AND COFFEE KOTA SAMARINDA

Jurnal Administrasi Bisnis Fisipol Unmul ◽

10.54144/jadbis.v9i1.4686 ◽

2021 ◽

Vol 9 (1) ◽

pp. 17

Author(s):

Annisa Rinda Rahmawati

Keyword(s):

Social Media ◽

Linear Regression ◽

Multiple Linear Regression ◽

Word Of Mouth ◽

Hypothesis Test ◽

Linear Regression Analysis ◽

Test Validity ◽

Test Reliability ◽

Social Media Marketing ◽

Purchase Decisions

This study aims: (i) to find out social media marketing variables partially have a significant effect on purchase decisions (ii) to find out word of mouth variables partially have a significant effect on purchase decisions (iii) to find out social media marketing and word of mouth variables simultaneously have a significant effect on consumer purchase decisions at J.CO Donuts and Coffee in Samarinda. This study uses three variables namely social media marketing, word of mouth and purchase decisions. This type of research is a correlation method with a quantitative approach. The population in this research were all consumers of the J.CO Donuts and Coffee in Samarinda whose exact number was unknown and the sampling technique used non-probability sampling with purposive sampling method, the number of samples was 100 respondents. Data collection techniques: field research (observation, online and offline questionnaires) and library research. Then the analysis technique used is multiple linear regression using the test: validity test, reliability test, classic assumption test (normality test, multicollinearity, heteroscedasticity), hypothesis test (partial and simultaneous), multiple linear regression analysis. The result obtained in this study are (i) Social Media Marketing partially had a significant effect on Purchase Decisions (ii) Word Of Mouth partially had a significant effect on Purchase Decisions (iii) Social Media Marketing and Word Of Mouth simultaneously had a significant effect on consumer Purchase Decisions at J.CO Donuts and Coffee in Samarinda.

Download Full-text

The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table

International Journal of Review Management Business and Entrepreneurship (RMBE) ◽

10.37715/rmbe.v1i1.1946 ◽

2021 ◽

Vol 1 (1) ◽

pp. 16-24

Author(s):

Angelyn Angelyn ◽

David Sukardi Kodrat

Keyword(s):

Social Media ◽

Secondary Data ◽

Positive Influence ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decision ◽

Purchase Decisions ◽

First Choice ◽

Significant Positive Influence

Haroo Table is an online bakery shop in Surabaya. Haroo Table’s promotional activities turns out is not enough to make company become the first choice because of competitors that has higher brand awareness. The purpose of this research is to find out the effect of social media marketing on purchasing decisions with brand awareness as mediation on Haroo Table. The population in this research is 112 people who following Haroo Table's Instagram and make transaction at least once. The sample that is taken for this research is 88 respondents with purposive sampling method and Slovin. Primary data collection technique is like questionnaires with Likert Scale and secondary data is like internal company data, competitor data and related literature. Data analysis technique uses SEM-PLS. Based on the results of the analysis, it is found that (1) social media marketing has a significant positive effect on Haroo Table brand awareness, (2) social media marketing has a significant positive influence on Haroo Table’s purchase decisions, (3) brand awareness has a significant positive influence on Haroo Table’s purchase decisions and (4) brand awareness can mediate the effect of social media marketing on Haroo Table’s purchase decision.

Download Full-text

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

AFEBI Management and Business Review ◽

10.47312/ambr.v5i01.303 ◽

2020 ◽

Vol 5 (01) ◽

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>

Download Full-text

A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

Advanced International Journal of Business, Entrepreneurship and SMEs ◽

10.35631/aijbes.39018 ◽

2021 ◽

Vol 3 (9) ◽

pp. 265-276

Author(s):

Hedwika Avila Diva Putri Kuncoro ◽

Nurrani Kusumawati

Keyword(s):

Social Media ◽

Sleep Disturbances ◽

Quantitative Methods ◽

Consumer Preferences ◽

Positive Impact ◽

Sales Promotion ◽

Social Media Marketing ◽

Primary Data ◽

Purchase Decision ◽

Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

Download Full-text

Purchase Decisions From Social Media Marketing, Product Innovation, and Celebrity Endorser

Almana : Jurnal Manajemen dan Bisnis ◽

10.36555/almana.v5i1.1543 ◽

2021 ◽

Vol 5 (1) ◽

pp. 71-75

Author(s):

Safira Ardian Sagita ◽

Sarsono Sarsono

Keyword(s):

Social Media ◽

Product Innovation ◽

Social Media Marketing ◽

Linear Regression Method ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Multiple Linear Regression Method ◽

The Social ◽

Celebrity Endorser ◽

The Times

Investing or saving with gold is in great demand today, in an easy way and everyone can do it. Investment in the sale and purchase of old make the company very competitive. This study aims as a test of social media marketing, product innovation, celebrity endorser on purchasing decisions for jewelry at the Semar Nusantara gold shop Sukoharjo branch. The sample of this research is 100 consumers using the multiple linear regression method. Based on the results of research and discussion, social media marketing, product innovation, celebrity endorsers have a positive and significant effect on purchasing decisions at the Semar Nusantara gold shop. Social Media Marketing can influence purchasing decisions at the Semar Nusantara gold shop, Sukoharjo branch, which is one of the jewelry stores that keep up with the times, it can be said that because the jewelry shop offers online on social media, Instagram, and shopee in particular. So that millennials can buy online at the shopee @semarnusantara account and What's Up. With the social media Instagram @semarnusantara, customers can more easily find the latest information on the Semar Nusantara gold shop.

Download Full-text

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.

Download Full-text

PENGARUH STORE ATMOSPHERE, SOCIAL MEDIA PROMOTION, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI HABBIT EATERY COFFEE MALANG

Jurnal Manajemen dan Profesional ◽

10.32815/jpro.v2i2.846 ◽

2021 ◽

Vol 2 (2) ◽

pp. 26-36

Author(s):

Mariana Puspa Dewi

Keyword(s):

Social Media ◽

Regression Analysis ◽

Linear Regression ◽

Multiple Linear Regression ◽

Sampling Method ◽

Word Of Mouth ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Purchasing Decisions

This research aims to find out and explain the effect of store atmosphere, promotion on social media and word of mouth on consumer purchasing decisions at the Habbit Eatery Coffee either partially or simultaneously. This research uses a quantitative approach. The sample of this study were 100 consumers of cafe omah root using non probability sampling method and accidental sampling technique. The instrument of this study uses a questionnaire and analyzed using multiple linear regression analysis. The results of this study indicate that store atmosphere partially has no effect on purchasing decisions, promotion on social media and word of mouth partially has a positive and significant effect on purchasing decisions. Simultaneously, store atmosphere, promotion on social media and word of mouth has a positive and significant effect on purchasing decisions.

Download Full-text

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

Download Full-text