scholarly journals The Analysis of Bekasi Industrial Tourism's Brand Awareness

2018 ◽  
Vol 3 (2) ◽  
Author(s):  
Kristian Sulistio ◽  
Yunita Ismail
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Quantitative Research ◽  
Personal Selling ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Independent Variables ◽  
Promotion Strategies ◽  
Level Of Agreement ◽  
Industrial Tourism

As the part of tourism development of Bekasi, Tourism Office of Bekasi Regency has a target to bring 2 million tourists to Bekasi in 2018. Bekasi Regency itself is the largest industrial park in Southeast Asia with the estimated 4000 industries. Seeing this potential, Tourism Office of Bekasi Regency and Jababeka form a concept called Bekasi Industrial Tourism. This study aimed to analyze the most effective promotion strategies in creating the brand awareness of Bekasi Industrial Tourism. This research used a quantitative research method to evaluate the independent variables (Advertising, Personal Selling and Social Media Marketing) towards dependent variable (Brand Awareness). Non-probability sampling with purposive sampling was used in this study. Questionnaires consisting of 21 questions with the Likert scale as a tool to measure the level of agreement was distributed to 125 respondents. Data analysis used in this research were validity, reliability, classical assumption and multiple regression. The result affirmed that advertising, personal selling, and social media marketing have a partial significant influence on brand awareness. Social media marketing has the highest influence on brand awareness followed by personal selling and advertising. This study also showed that all independent variables (advertising, personal selling, and social media marketing) have simultaneous significant influence towards brand awareness with 75% of adjusted R2.

scholarly journals The Influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone‘s Buying Interest: Case Study on Narotama University Students

2019 ◽  
Vol 2 (2) ◽  
pp. 210-217
Author(s):  
Prama Wildan Ardiansyah ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Significant Influence ◽  
Product Innovation ◽  
Quantitative Research ◽  
Brand Image ◽  
Social Media Marketing ◽  
Independent Variables

The purpose of this study is to examine the influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone Buying Interest. The independent variables of this study are brand image, product innovation and social media marketing, while the dependent variable is buying interest. This is a quantitative research. The sample counted 100 respondents the data is collected through surveys from questioner tool. The data were analyzed using multiple linear regression and using the SPSS version 16.00. The results showed that Brand Image (X1), Product Innovation (X2) and Social Media Marketing (X3) have a positive and significant influence simultaneously on Samsung smartphone buying interest (Y). Brand Image variable (X1) does not have a significant influence partially on buying interest (Y). The adjusted R square value is 0.609 which means that the influence of independent variables on the dependent variable is 60.9%.

scholarly journals ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES IN BRAND LOYALTY WITH BRAND AWARENESS AS INTERMEDIATE VARIABLES (STUDY ON TRAVELOKA BRAND)

2020 ◽  
Vol 1 (1) ◽  
pp. 73-83
Author(s):  
Romindo Pasaribu ◽  
Andryana Silalahi
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Marketing Activity ◽  
Marketing Activities ◽  
Potential Customers ◽  
Activity Variables

Social media marketing is a process of strategy and methods for building the influence, reputation and brand of a company in the community of potential customers, readers, or supporters. Company. The objectives of this study are: (1) To examine the effect of social media marketing activities on brand loyalty on the Traveloka brand? (2) To test the effect of social media marketing activities on brand awareness of brands on the Traveloka brand, and (3) To examine the effect of social media marketing activities on brand loyalty and brand awareness as intermediary variables on the Traveloka brand ?. This study uses a survey method with primary data collection techniques.  The research population is potential customers and the public who have seen social media marketing activities carried out by Traveloka Applications. The results showed that there was a significant influence between social media marketing activity variables on the Traveloka brand loyalty in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan.

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 How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

2020 ◽  
Vol 17 (2) ◽  
pp. 156
Author(s):  
Fajar Ardiansyah ◽  
Endi Sarwoko
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Specific Product ◽  
High Involvement

The important usage of social media as highly interactive platforms of communications is bound to change the way companies approach marketing. Many previous studies conclude that social media has proven to be a key factor in creating brand awareness. Thus, a higher level of awareness will affect consumers' decisions positively. However, few studies focus on the role of brand awareness as a mediation construct in affecting purchase decisions. Therefore, this study aims to explore the mediation role of brand awareness on the relationship between social media marketing and purchase decisions. The study conducted is quantitative research based on a survey approach. Purposive sampling and ordinary least square regression were used as sampling techniques and data analysis. The study revealed that social media marketing has a positive and significant influence on both brand awareness and purchase decisions. Unfortunately, this study failed to prove the direct and indirect effect of brand awareness on purchase decisions. The nature of wetsuit (sportswear) that can be categorized as a high involvement product was considered as the main reason for the insignificancy effect of brand awareness on purchase decision and the mediation role of brand awareness. In the case of high involvement products, consumers tend to be rational so that they were required more time and effort to evaluate specific product performances and characteristics.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

STRATEGI PEMASARAN PAKAN SATWA UNGGUL BLITAR

2016 ◽  
Vol 10 (1) ◽  
pp. 7
Author(s):  
Handika Rifki W.P ◽  
Yuli Arif Tribudi ◽  
Agustina Widyaworo Kunharjati
Keyword(s):  
Case Study Research ◽  
Personal Selling ◽  
Marketing Strategies ◽  
Pricing Strategy ◽  
Brand Awareness ◽  
Analytic Method ◽  
Distribution Strategy ◽  
Promotion Strategies ◽  
Promotional Strategies

This study analyzes the marketing strategies of Pakan in PS SatwaUnggulBlitar views of the concept of the marketing mix.This case study research using descriptive analytic method with purposive sampling technique.Marketing mix strategy being conducted by PS Satwa Unggul are strategies related products (such as brand awareness on brand), pricing strategy (in the form of rebates), the distribution strategy (in the form of three patterns of distribution), and promotion strategies (in the form of veterinary inspection and a free counseling service) can be considered to have successfully accommodate the needs of customers with a variety of facilities and corporate excellence. Based on the research it was concluded that the strategy used in the form of improved relationships with customers through personal selling, promotion price, free inspection, extension livestock and other facilities. Suggestions for the company should maintain an edge marketing strategies implemented in the form of personal selling and promotional strategies, but it is also the company should conduct regular research on consumer behavior animal drugs that strategy actually implemented in accordance with market conditions.

EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

2020 ◽  
Vol 1 (2) ◽  
pp. 1-13
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Business Growth ◽  
Media Usage ◽  
Independent Variable ◽  
Management Staff ◽  
Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

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 Milenial Intention on Social Media

2020 ◽  
Vol 2 (1) ◽  
pp. 70-82
Author(s):  
Selfia Ratna Kasih ◽  
Asep M Ramdan ◽  
Acep Samsudin
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Research Method ◽  
Quantitative Research ◽  
Hypothesis Test ◽  
Consumer Confidence ◽  
Consumer Trust ◽  
Test Results ◽  
Analysis Technique ◽  
Mediation Hypothesis

The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest. Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest

scholarly journals ANALISIS PENGARUH INFLASI, BI RATE, CURRENCY EXCHANGE (SEBAGAI VARIABEL INTERVENING) TERHADAP PEMBIAYAAN MURABAHAH PADA BANK SYARIAH MANDIRI TAHUN 2013-2018

2019 ◽  
Vol 3 (1) ◽  
pp. 1-30
Author(s):  
Rahmawati Rahmawati ◽  
Eko Budianto ◽  
Putri Sri Anita
Keyword(s):  
Significant Influence ◽  
Quantitative Research ◽  
Financial Statements ◽  
Quantitative Research Methods ◽  
Independent Variables ◽  
Is Research ◽  
Currency Exchange ◽  
Currency Exchange Rates ◽  
Currency Exchange Rate ◽  
Testing Data

The title of this research is: "Analysis of the Influence of Inflation, Currency Exchange Rates and BI Rate on Murabahah Financing at Bank Syariah Mandiri (BSM) in 2013-2018." The formulation of the problems in this study are: 1) What is the effect of inflation on murabaha financing in Bank Mandiri Syariah (BSM) in 2013-2018? ?, 3) What is the effect of the BI Rate on murabaha financing at Bank Mandiri Syariah (BSM) in 2013-2018 ?. 4) Does inflation, currency rates and bi rates have a simultaneous effect on murabaha financing at Bank Mandiri Syariah (BSM) in 2013-2018?. While the research method used is descriptive quantitative research methods in the form of time series that is research on financial statements, and testing data using the SPPS program. The results obtained are: First, t arithmetic (1,731)> t table (1,724), so that Ha is accepted and Ho is rejected, it can be concluded that inflation has a significant and significant influence on murabaha financing at PT. Bank Syariah Mandiri for the period March 2013 to December 2018. Second, t arithmetic (0.212) <t table (1.724), so that Ha is rejected and Ho is accepted, it can be concluded that the currency exchange rate has no significant and significant effect on murabahah financing. third, t arithmetic (0.303) <t table (1.724), so that Ha is rejected and accepts Ho, it can be concluded that the persial bi rate has no effect and is not significant to murabaha financing. And F count> F table (3.168> 2.87) with a significant value of 0.000 <α = 5% (0.05). And Fourth: This means that there is a significant influence jointly between all independent variables (inflation, currency rates and bi rates) on the dependent variable (murabahah financing) at PT. Bank Syariah Mandiri for the period March 2013 to September 2018.

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