Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa

The purpose of this study was to examine the effect of Social Media Marketing variables on Purchase Intention through Brand Awareness. The analysis that be used is path analysis. The sample is 97 instagram followers of Martha Tilaar Salon Day Spa taken from the number of 3721 followers Martha Tilaar Salon Day Spa followers on April 13, 2019. The dependent variable used is Purchase Intention. The independent variable is Social Media Marketing and the intervening variable is Brand Awareness. This study provides empirical evidence that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention with Brand Awareness as an independent variable . Empirical results from this study have implications for salon entrepreneurs, marketing divisions in the beauty and spa industry as well as the development of Social Media Marketing theory, Brand Awareness that influences Purchase Intention as a result of this study

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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.

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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

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

10.51739/122113816.v1i2.982275070 ◽

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.

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Pengaruh Kesadaran Wajib Pajak, Pengetahuan Peraturan Pajak, dan Penyuluhan Perpajakan terhadap Kepatuhan Pembayaran Pajak Transaksi E-Commerce di Surabaya

Ascarya: Journal of Islamic Science, Culture, and Social Studies ◽

10.53754/iscs.v1i2.87 ◽

2021 ◽

Vol 1 (2) ◽

pp. 173-185

Author(s):

Aloisius Hama

Keyword(s):

Social Media ◽

Tax Compliance ◽

Significant Positive Effect ◽

Analysis Model ◽

Study Results ◽

Research Population ◽

Independent Variable ◽

Transaction Tax ◽

Positive Effect ◽

Intended Effect

Testing the intended effect for the taxpayer, knowledge of tax regulations, and tax counseling with transaction tax payment compliance for e-commerce actors is the purpose of this research. The research population involves E-commerce actors in the fashion sector who operate on Instagram social media accounts and are located in Surabaya. Multiple Linear Regression is the provision chosen in the data analysis model of this study because this study was designed to examine the influence of the independent variable with the dependent variable. The study results indicate that the growing awareness of taxpayers has a negative and insignificant effect on compliance with paying taxes for e-commerce actors. Knowledge of tax regulations partially found a significant positive effect on tax compliance for e-commerce actors. Then, other results show that partial tax counseling has a positive effect that is not considered significant on tax compliance for e-commerce players.

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Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

Archives of Business Research ◽

10.14738/abr.910.11025 ◽

2021 ◽

Vol 9 (10) ◽

pp. 178-191

Author(s):

Anas Hidayat

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Sampling Technique ◽

Simultaneous Equation ◽

Equation Model ◽

Social Media Marketing ◽

Equation Modeling ◽

Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

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The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Journal of Research in Marketing and Entrepreneurship ◽

10.1108/jrme-07-2020-0097 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Sriparna Guha ◽

Anirban Mandal ◽

Fedric Kujur

Keyword(s):

Social Media ◽

Brand Equity ◽

Purchase Intention ◽

Brand Image ◽

Social Media Marketing ◽

Brand Awareness ◽

Media Environment ◽

Content Type ◽

The Social ◽

Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

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Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

Turkish Journal of Computer and Mathematics Education (TURCOMAT) ◽

10.17762/turcomat.v12i3.1648 ◽

2021 ◽

Vol 12 (3) ◽

pp. 3672-3678

Author(s):

Heri Erlangga Et.al

Keyword(s):

Social Media ◽

Purchase Intention ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Total Sample ◽

Positive Influence ◽

Digital Marketing ◽

Social Media Marketing ◽

Purchasing Decisions ◽

Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

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PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2021.v10.i02.p03 ◽

2021 ◽

Vol 10 (2) ◽

pp. 145

Author(s):

Ni Made Ayu Sutariningsih ◽

I Gusti Ngurah Jaya Agung Widagda K

Keyword(s):

Social Media ◽

Path Analysis ◽

Purchase Intention ◽

Social Media Marketing ◽

Brand Awareness ◽

Probability Sampling ◽

Purposive Sampling

Perkembangan teknologi di era globalisasi ini sangat pesat. Social media marketing penting bagi strategi pemasaran. Social media marketing harus dilakukan dengan kreatif dan menarik untuk membentuk brand awareness sehingga dapat meningkatkan purchase intention. Studi ini bertujuan untuk menjelaskan peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention. Obyek penelitian adalah produk Chatime di Kota Denpasar. Data dikumpulkan menggunakan kuisioner online dengan jumlah sampel sebanyak 120 responden. Metode penentuan sampel yang digunakan pada penelitian adalah non probability sampling yaitu teknik purposive sampling. Teknik analisis mengunakan analisis jalur (path analysis) dan uji sobel. Hasil penelitian ini menunjukan social media marketing berpengaruh positif dan signifikan terhadap purchase intention dan brand awareness; brand awareness berpengaruh positif dan signifikan terhadap purchase intention; brand awareness memediasi secara signifikan pengaruh social media marketing terhadap purchase intention. Perusahaan Chatime sebaiknya menambah fitur avatar, giveaway, quiz, voucher, fun fact dan bintang iklan, serta membuat iklan informatif dan iklan yang menarik seperti : pengunaan animasi, karakter, musik, dan gambar maupun font yang unik. Kata kunci: social media marketing, brand awareness, purchase intention

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SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

Ekonomska misao i praksa ◽

10.17818/emip/2021/2.8 ◽

2021 ◽

Vol 30 (2) ◽

pp. 475-492

Author(s):

Adelina Emini ◽

◽

Jusuf Zeqiri

Keyword(s):

Social Media ◽

Purchase Intention ◽

Transition Economy ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Survey Tool ◽

Brand Engagement ◽

The Impact ◽

The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

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PENGARUH SOSIAL MEDIA PEMASARAN TERHADAP PENJUALAN HASIL INDUSTRI KERAJINAN TENUN SONGKET RUMAHAN DI LOMBOK TENGAH

Jurnal Manajemen Bisnis Krisnadwipayana ◽

10.35137/jmbk.v9i1.524 ◽

2021 ◽

Vol 9 (1) ◽

Author(s):

Lale Puspita Kembang ◽

Mahmud Mahmud ◽

Lalu Delsi Samsumar

Keyword(s):

Social Media ◽

Survey Research ◽

Sampling Technique ◽

Woven Fabric ◽

Social Media Marketing ◽

Sales Volume ◽

Purposive Sampling ◽

Negative Effect ◽

Independent Variable ◽

Positive Effect

<em>Central Lombok is known as a center for songket woven fabric craftsmen, and has experienced ups and downs in terms of sales. Many factors cause the problem to occur, including the location of craftsmen and potential buyers relatively far from major roads, minimal promotions, high fees for guides and partners, inappropriate prices for goods, and so on. The purpose of this study was to determine the effect of social media marketing on the increase in sales volume of the home-made songket woven fabric industry in Central Lombok. This type of research is survey research, carried out using a questionnaire with a Likert scale. The sampling technique used was purposive sampling. The results showed that the independent variable Facebook has a positive effect on sales. WhatsApp has a positive effect on sales volume. Twitter has a positive effect on sales. Instagram has a negative effect on sales.</em>

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