scholarly journals Pengaruh Digital Marketing terhadap Peningkatan Kinerja Pemasaran UMKM Pariwisata di Kabupaten Toba Indonesia

2021 ◽  
Vol 1 ◽  
pp. 130-142
Author(s):  
Dwita Soave Natio Marbun ◽  
Mariana Simanjuntak
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Structural Equation ◽  
Instant Messaging ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Marketing Capability

Dilihat dari karakteristik wilayah Indonesia, UMKM sektor pariwisata menjadi salah satu pemegang peran penting dalam pertumbuhan di Indonesia. Akibat dari COVID-19 membuat para pelaku UMKM harus mencari cara agar tetap bertahan dan berkembang. Digital marketing merupakan salah satu soluai dalam meningkatkan pemasaran UMKM di Indonesia. Namun, hasil dari wawancara ke beberapa UMKM Pariwisata di Kabupaten Toba dan juga studi literatur masih ditemukan UMKM yang belum menerapkan digital marketing. Penelitian ini bertujuan untuk melihat ada atau tidaknya pengaruh dari penerapan digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata sebagai acuan bagi pelaku UMKM dalam peningkatan kinerja pemasaran. Hasil dari studi literatur dan wawancara kepada 10 pelaku UMKM yang telah menerapkan digital marketing, variabel yang digunakan pada penelitian ini ialah social media marketing capability, e-commerce adoption, instant messaging orientation, digital marketing dan kinerja pemasaran. Pengumpulan data berupa penyebaran kuesioner cetak dan kuesioner online sebanyak 132 kepada para pelaku UMKM Pariwisata di Kabupaten Toba yang telah menggunakan digital marketing kemudian di analisis menggunakan metode Structural Equation Modeling dengan bantuan software AMOS. Kesimpulan diperoleh bahwa terdapat pengaruh digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba dan dapat diambil implikasi manajerial sebagai alternatif kebijakan dalam peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba menggunakan media pemasaran digital.

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).

scholarly journals PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

2020 ◽  
Vol 15 (2) ◽  
pp. 244
Author(s):  
Theophilus Alpha Kristiawan ◽  
Keni Keni
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions

<p><em>This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.</em></p><p><strong>Abstrak dalam Bahasa Indonesia.</strong> Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan <em>electronic word of mouth </em>(eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode <em>probability sampling. </em>Teknik analisis data pada penelitian ini menggunakan pendekatan <em>Partial Least Squares – Structural Equation Modeling </em>(PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial<em> </em>dan <em>electronic word of mouth </em>memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan<em> </em>tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM<em> </em>untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.</p>

scholarly journals Effect of Social Media Marketing Practices of Personal Care Brands on Consumer Purchase Intention

2019 ◽  
Vol 8 (3) ◽  
pp. 3575-3580
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Conceptual Framework ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
User Interaction ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling

The purpose of the study is to test the effect of social media marketing practices (SMMPs) of personal care brands on user interaction, brand awareness and purchase intention. The study also aims to propose the model of integrated social media marketing practices thereby showing how SMMPs can influence the purchase decision among consumer and also ensuring that the model should be adaptable to the need of multiple industries planning to create social commerce impact. The findings of the study reveal significant relationship among social media marketing practices, user interaction, brand awareness, brand image and purchase intention of the consumer. For the conceptual framework, three indicators such as information, campaign, and electronic word of mouth were selected as social media marketing practices whereas user interaction, brand awareness and brand image were selected as the “value creation” asset for the brand which all impacts the purchase intention of the consumer. Factor analysis and Structural equation modeling were used to test the conceptual framework. The average variance extracted (AVE) has validated the reliability of selected factors as satisfactory whereas the Cronbach’s alpha value was also found to be good for internal consistency of the data. The multiple fit indices of structural equation modeling and parsimonious model fit have also satisfied the acceptable norms to consider the conceptual model as good fit. The values of R2 and path coefficients have shown the significant and positive relationship between indicators of SMMPs and purchase intention.

scholarly journals MINAT BELI KONSUMEN MELALUI APLIKASI TIX ID YANG DIPENGARUHI OLEH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN E-SERVICE QUALITY

2020 ◽  
Vol 10 (2) ◽  
pp. 119-126
Author(s):  
Devia Setiawati ◽  
Putu Nina Madiawati
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Service Quality ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Equation Modeling

Teknologi informasi di Indonesia terus meningkat, hal tersebut seiring dengan meningkatnya industri film di Indonesia juga semakin pesat. Salah satunya muncul aplikasi layanan pembelian tiket bioskop secara online yaitu Tix Id. Penelitian ini bertujuan untuk mengetahui dan mencari tahu bagaimana social media marketing dari Tix Id, bagaimana brand image Tix Id dari pandangan konsumen, bagaimana e-service quality dari aplikasi Tix Id, bagaimana minat beli konsumen pada aplikasi Tix Id, dan bagaimana pengaruh secara parsial dari social media marketing, brand image, dan e-service quality terhadap minat beli konsumen pada aplikasi Tix Id di Kota Bandung. Penelitian ini menggunakan metode analisis data yaitu Structural Equation Modeling (SEM) dengan menggunakan aplikasi olah data SmartPLS. Pada hasil analisis deskriptif berdasarkan tanggapan responden pada variabel social media marketing, variabel brand image, variabel e-service quality, dan variabel minat beli termasuk dalam kategori baik. Sedangkan pada hasil uji hipotesis yang dilakukan berdasarkan nilai t-statistic dari hasil pengolahan data menunjukkan bahwa seluruh hipotesis diterima, yang berarti social media marketing berpengaruh secara signifikan terhadap minat beli konsumen pada aplikasi Tix Id, brand image memiliki pengaruh signifikan terhadap minat beli konsumen pada aplikasi Tix Id, dan e-service quality memiliki pengaruh yang signifikan terhadap minat beli konsumen pada aplikasi Tix Id.   Kata Kunci: social media marketing, brand image, e-service quality, dan minat beli.

scholarly journals MODEL OF STRENGTHENING BRAND LOYALTY FOR EDC (Electronic Data Capture) USERS OF BANK RAKYAT INDONESIA (Persero) LTD.

2017 ◽  
Vol 2 (3) ◽  
pp. 13
Author(s):  
Sandi Sutopo Ariwibowo ◽  
Widodo Widodo2
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Data Capture ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Data Capture ◽  
Brand Trust

The present study aimed to test a model in which service quality�� and social media marketing predict brand trust and brand loyalty. A total of 100 respondents completed questionnaires on service quality, social media marketing, brand trust and brand loyalty. Results from structural equation modeling based smartPLS 3.0 confirmed that 1) service quality was positively related to brand trust and brand loyalty; 2) brand trust was positively related to brand loyalty; and 3) social media marketing moderated the relationships between service quality and brand trust as well as service quality and brand loyalty.Keywords: Service quality, Social media marketing, Brand trust,Brand loyalty.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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 influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

2022 ◽  
Vol 6 (1) ◽  
pp. 9-16 ◽  
Author(s):  
Khamaludin Khamaludin ◽  
Syahriani Syam ◽  
Febri Rismaningsih ◽  
Lusiani Lusiani ◽  
Lily Arlianti ◽  
...  
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Orientation ◽  
Product Innovation ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Marketing Performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

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