scholarly journals PENGARUH INOVASI PRODUK, SOCIAL MEDIA MARKETING DAN CITRA MEREK TERHADAP MINAT BERKUNJUNG WISATAWAN DAN DAMPAKNYA TERHADAP IMPULSIVE BUYING PADA SEKTOR UMKM KERAJINAN TANAH LIAT DI DESA WISATA GERABAH KASONGAN YOGYAKARTA

2020 ◽  
Vol 9 (2) ◽  
pp. 73
Author(s):  
Mariah Mariah ◽  
Siti Ruhana Dara
Keyword(s):  
Social Media ◽  
Product Innovation ◽  
Quantitative Research ◽  
Brand Image ◽  
Social Media Marketing ◽  
Validity And Reliability ◽  
Quantitative Research Methods ◽  
Regression Methods ◽  
Impulsive Buying ◽  
The Village

<p>This study aims to analyze the effect of product innovation, social media marketing and brand image on the interest of tourist visits and its impact on impulsive buying in the clay craft UMKM sector in the village of Kerabah Kasongan, Yogyakarta. This research has a type of quantitative research with 100 respondents who are consumers. clay crafts. The sampling method was purposive sampling. This study uses quantitative research methods by conducting surveys, the results of validity and reliability tests using SPSS v 20.0, and hypothesis testing is carried out using multiple linear regression methods. The results showed that product innovation had no effect on visiting interest, social media marketing had an effect on visiting interest, brand image had an effect on visiting interest and visiting interest had an effect on impulsive buying.</p><p><strong>Keywords: </strong> product innovation, social media marketing, brand image, impulsive buying, interest in visiting.</p>

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 Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

2021 ◽  
Vol 4 (2) ◽  
pp. 712-730
Author(s):  
Natalia Suwarsih ◽  
Theresia Gunawan ◽  
Istiharini Istiharini
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Commercial Activity ◽  
Generation Z ◽  
Social Media Platforms ◽  
Positive Effect

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

scholarly journals Effect of Instagram Social Media With Guest Purchase Decisions At Ibis Style Hotel Bogor Raya

2021 ◽  
Vol 7 (2) ◽  
Author(s):  
Julia Ratnawulan Skawanti
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Simple Linear Regression ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Quantitative Research Methods ◽  
Product Variation ◽  
The Government

<p align="center"><strong><em>ABSTRACK</em></strong></p><p><em> </em></p><p><em>During the Covid-19 Pandemic, the government limited people's activities outside the home, causing an increase in the use of Instagram social media, especially as a means of promotion. This phenomenon is exploited by the Ibis Style Hotel Bogor Raya manager with a strategy of maximizing attractive photos and videos with only a few promotional sentences but can attract consumer interest. This study aims to determine the correlation between the use of promotions through Instagram social media and the decision to purchase guests at the Ibis Style Hotel Bogor Raya.</em></p><p><em>By using quantitative research methods, using a sample of 100 people, namely hotel guests who have stayed at this hotel. Collecting data using a questionnaire that has been tested for validity and reliability. Data were analyzed using simple linear regression analysis. The data is processed using the SPSS version 25.0 application</em></p><p><em>Based on the results of this study, it was concluded that there was a strong correlation between Instagram Social Media and purchasing decisions and proved significant with R correlation number of 0.729. Meanwhile, the percentage contribution of the product variation variable to repurchase is 53.1% and the remaining 46.9% is influenced by other variables not examined in this study.</em></p><strong><em>Keywords</em></strong><em>: Instagram Social Media, Purchase Decision, Ibis Style Hotel Bogor Raya</em>

scholarly journals Hubungan Motif dan Kepuasan Penggunaan Media Sosial Instagram di Mahasiswa Komunikasi Penyiaran Islam Angkatan 2014-2017

2019 ◽  
Vol 2 (2) ◽  
pp. 74-78
Author(s):  
Ngudi Ambar Sari ◽  
Bukhari Bukhari ◽  
Usman Usman ◽  
Prima Kurinati Hamzah
Keyword(s):  
Social Media ◽  
User Satisfaction ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Quantitative Research Methods ◽  
The Public ◽  
Media Usage ◽  
Active User ◽  
The Relationship

Instagram is one of the most popular social media for the public. One difference between Instagram and other social media, is that instamam is more likely to be used to find information and share information with users than to interact directly with fellow users. The purpose of this study is to find out and explain the motives and active user satisfaction in using Instagram social media and find out the relationship between the motives and satisfaction of Instagram social media usage. This study uses use and gratification theory which assumes that individuals have certain goals in using media. The method used in this research is quantitative research methods. The data collection tool is the questionnaire has been validated. The research sample was 70 people. The sampling technique is simple random sampling. The statistic test that the researchers used was the Partial Correlation Test (Pearson Product Moment). Data is processed using SPSS version 20. The results of this study indicate users want to get information and knowledge that is happening at the present time. Information satisfaction becomes the most obtained by Instagram social media users. Overall Instagram social media has given satisfaction to users and there is a significant relationship between motives and satisfaction.

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.

scholarly journals ANALISIS KUALITAS KONTEN DAN AKURASI TERHADAP KEPUASAN GURU MENGGUNAKAN APLIKASI E-RAPOR DI SMK NEGERI 3 PARIAMAN

AL MURABBI ◽  
2020 ◽  
Vol 5 (2) ◽  
pp. 73-82
Author(s):  
Ayu Eka Putri
Keyword(s):  
User Satisfaction ◽  
Quantitative Research ◽  
Teacher Satisfaction ◽  
Report Cards ◽  
Validity And Reliability ◽  
Quantitative Research Methods ◽  
Normality Test ◽  
Content Variable ◽  
Study Population ◽  
Linearity Test

This study aims to reveal content and test the satisfaction of teachers using e-report cards at SMK Negeri 3 Pariaman. This research uses quantitative research methods using correlational. The study population was all teachers who taught at SMK Negeri 3 Pariaman who took 74 people with a sample of 12 people taken by proportional random sampling. Data collection techniques using a research questionnaire. The questionnaire was tested on 12 members who were not included in the sample, then conducted a validity and reliability test. Testing the data analysis requirements and hypotheses with the normality test, linearity test, multicollinearity test and regression analysis. The analysis results obtained Content Variable (X1) has a proportion of Teacher Satisfaction (Y), with a significance value of 0,000 <0.05, Fcount> Ftable (8,478> 1,812), Accuracy Variable (X2) has a relationship with Teacher Satisfaction (Y), with a significance value of 0,000 <0.05, Fcount> Ftable (11,397> 1,812). Content Variable (X1 Accuracy (X2) has a composition together with User Satisfaction (Y) E-Rapor in SMK Negeri 3 Pariaman, with a significance value of 0,000 <0.05 and Fcount> Ftable (65,177> 4.04).

scholarly journals SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1359-1373
Author(s):  
Ajit Jain
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Social Media Marketing ◽  
Young Generation ◽  
Age Group ◽  
Traditional Media ◽  
Image Communication ◽  
Generation Z ◽  
Social Media Platforms ◽  
Marketing Methods

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

scholarly journals PENGARUH PERSEPSI GENERASI LANGGAS TENTANG KUALITAS DAN INOVASI BATIK TERHADAP KEPUTUSAN PEMBELIAN DI ERA DIGITAL

2018 ◽  
Vol 11 (1) ◽  
Author(s):  
Tisia Priskila
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Product Innovation ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Moderator Variable ◽  
Domestic Products

<p>Indonesia is experiencing serious problems in the era of globalization. Since the era of free<br />trade, many imported products have flooded the national marketplace. Lack of domestic products‟<br />competition on its own country make business actors in Indonesia must understand about purchasing<br />decision of millennial generations that will become the next generations of the nation. Their purchasing<br />decision depends on the product quality perception and they want products that suit with their style.<br />Millennial generations outreach through social media marketing is believed to be necessary to influence<br />their purchasing decisions. The research objectives are to know the effect of the perception of modern<br />Batik product quality and product innovation on purchasing decisions with social media marketing as a<br />moderator variable. The analysis method used is Partial Least Square (PLS) with sample of 100<br />respondents. The research results show that the millennial generations‟ purchasing decisions are affected<br />by their perception of product quality and innovation. The perception of product quality and purchasing<br />decisions are weakened by social media marketing. The perception of product innovation and purchasing<br />decisions are not affected by social media marketing as moderator variable.<br />Keywords: perception, quality, innovation, marketing, purchasing decision</p>

The use of social media by South African organisations

2018 ◽  
Vol 15 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Nomusa Nomhle Dlamini ◽  
Kevin Johnston
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Quantitative Research ◽  
Brand Management ◽  
Research Question ◽  
Management Tool ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Main Research

Purpose The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence. Design/methodology/approach The study used quantitative research methods to answer the main research question and sub-questions. Findings The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering. Research limitations/implications The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities. Practical implications It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers. Social implications Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information. Originality/value The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

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