Pengaruh Social Context Mobile Marketing dan Brand Equity terhadap Motivasi Perjalanan Wisatawan

2020 ◽  
Vol 8 (2) ◽  
pp. 150-162
Author(s):  
Yulia Hamdaini Putri ◽  
Dessy Yunita ◽  
Suhartini Karim
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Digital Information ◽  
Tourist Attractions ◽  
Travel Motivation ◽  
Media Channels

In the era of digital information, many visitors get information on social media channels. The travelers or bloggers write their experiences in various places of their tours of the blog page or social media. Generally, this media would be a source of information about people that are interested traveling at any place. Tourist attractions place that has a lot of reviews of social media or web would increase it’s brand equity. A good brand equity would increase travelers' travelled motivation.Firstly, this study aims to identify and understand socomo marketing effects on Travel Motivation. Secondly, to identify and understand Brand Equity effects on Travel Motivation. The last, to identify and understand how brand equity acts as a moderating variable. This study using sampling with Slovin method. The required number of samples is four hundreds that had visited the marine tourism Palembang, Bedegung Waterfall Tourism, Gunung Dempo and Goa Putri.Sample selection using purposive sampling. We got data onto interview and questioners with seven scale likert. The technique used in this study is hypothesis testing using structural equation modeling technique. Firstly, SoCoMo Marketing has not an influence on travel motivation. The role of social media, reviews for attractions in a web and online map accuracy in pointing out places of tourist sites can increase a person's desire to visit it. Secondly, brand equity affects a person to visit a tourist place, the more famous tourist place name would make people feel confident to visit the place. Third, SoCoMo Marketing affects Brand Equity, the more good image and review information would increase the brand equity of tourist attractions thus would enhance tourist travelling.

scholarly journals Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

2021 ◽  
Vol 12 (5) ◽  
pp. 1583-1599
Author(s):  
Elmira Shadi ◽  
Ailar Ebrahimi Hesari ◽  
Behzad Shahrabi
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Study Data ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Mediating Role ◽  
Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heru Yulianto ◽  
Yohanes Sutomo ◽  
Dyah Palupiningtyas ◽  
Krisnawati Setyaningrum Nugraheni
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Effective Rate ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Content Type ◽  
Indirect Relationship

Purpose This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM). Design/methodology/approach A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables. Findings The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator. Originality/value This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

scholarly journals The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

2021 ◽  
Vol 12 (3) ◽  
pp. 0-0
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Systematic Sampling ◽  
Direct Influence ◽  
Telecommunication Sector ◽  
Brand Love

The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 107-114 ◽  
Author(s):  
Nihayatul Maskuroh ◽  
Mochammad Fahlevi ◽  
Dasih Irma ◽  
Rita Rita ◽  
Arbi Siti Rabiah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Main Function ◽  
Research Model ◽  
Repurchase Intention ◽  
Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

scholarly journals Explaining News Trust in Social Media News during the COVID-19 Pandemic—The Role of a Need for Cognition and News Engagement

2021 ◽  
Vol 18 (24) ◽  
pp. 12986
Author(s):  
Ines Kožuh ◽  
Peter Čakš
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Prior Knowledge ◽  
Structural Equation ◽  
Scientific Evidence ◽  
Need For Cognition ◽  
Equation Modeling ◽  
Actual Situation

During the recent COVID-19 pandemic, people have, in many cases, acquired information primarily from social media. Users’ need to stay informed and the intensive circulation of news has led to the spread of misinformation. As they have engaged in news, it has raised the question of trust. This study provides a model on how news trust can be explained through a need for cognition and news engagement. Accordingly, 433 Slovenian social media users participated in our survey. Structural equation modeling revealed that (1) the lower the need for cognition and the more prior knowledge about COVID-19 users have, the more they believe that social media news comprises all facts about the disease; (2) the more users believe that news comprises all essential facts, the more they trust that the news depicts the actual situation about COVID-19 accurately; (3) the more users are interested in engaging with social media news, the more they trust that the actual situation about COVID-19 is depicted accurately. These findings may help authorities to frame messages about COVID-19 effectively. We suggest investing more effort in disseminating new scientific evidence about the disease to contribute to the accurate shaping of knowledge about COVID-19 among social media users.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

scholarly journals The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic

2020 ◽  
Vol 12 (18) ◽  
pp. 7735
Author(s):  
Mohsin Javed ◽  
Zuzana Tučková ◽  
Abdul Bashiru Jibril
Keyword(s):  
Social Media ◽  
Czech Republic ◽  
Empirical Analysis ◽  
Information Search ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Modeling ◽  
Actual Behavior ◽  
The Czech Republic

Due to the emergence of Web 2.0 and consequently the increased use of social media, this study aims to explore the role of social media in changing the behavior of tourists and the choice of a destination. Despite the massive popularity of social media, the studies with a comprehensive set of driving constructs along with indicators of social media regarding the changing behavior of tourists are lacking in the literature. Therefore, framed by the theory of planned behavior (TPB), the present study fulfills this research gap by developing a set of driving constructs and carrying out an empirical analysis by collecting data from millennials in the selected universities of the Czech Republic. Through the non-random sampling technique, precisely convenience sampling, 261 valid responses were received, and partial least squares-structural equation modeling (PLS-SEM) analysis was performed to achieve the objectives of this study. The results indicate that social media channels have a significant impact on behavioral intention and the actual behavior of tourists (significant direct and indirect effect). The constructs tourist information search and tourism promotion were partially supported toward predicting the behavior of tourists. Control–variables related to socio-economic characteristics such as gender and educational level also have a significant impact in determining the actual behavior of tourists. Hence, overall, the study concludes with the significant and considerable impact of social media on the behavior of tourists. The contributions of the study and future directions are discussed at the end of the paper.

Social media use and entrepreneurial intention: The mediating role of self-efficacy

2020 ◽  
Vol 48 (11) ◽  
pp. 1-8
Author(s):  
Yan Huang ◽  
Jie Zhang
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Self Efficacy ◽  
Structural Equation ◽  
Media Use ◽  
Entrepreneurial Intention ◽  
Equation Modeling ◽  
Social Media Use ◽  
Mediating Role

Social media is becoming a platform for student entrepreneurship; however, little is known about the influence of social media use on students' entrepreneurial intention. This study investigated social media use as a predictor of students' entrepreneurial intention, with consideration given to the mediating role of self-efficacy. Questionnaires were given to undergraduate students at three Chinese public universities, and 524 effective responses were received. We used structural equation modeling to test our hypotheses. The results show that social media use was indirectly related to students' entrepreneurial intention via self-efficacy. Our findings extend the literature on the social media use–entrepreneurial intention link, and highlight the importance of self-efficacy in this link. Thus, educators could endorse social media tools and encourage students to incorporate these into their entrepreneurial activities.

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