scholarly journals Pengaruh Advertising Dan Special Event Terhadap Peningkatan Brand Awareness

2021 ◽  
Vol 4 (2) ◽  
pp. 796-808
Author(s):  
Rima Rahmani Anwar ◽  
Rosita Anggraini T.
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Positive Influence ◽  
Brand Awareness ◽  
Special Event ◽  
Special Events ◽  
Regression Test ◽  
Study Population ◽  
Low Levels ◽  
The Right

The right communication to grow brand awareness can be realized through advertising. In addition, events are one of the strategies to have a positive influence in communicating a brand. This study wants finding out how building and increasing brand awareness through advertising on social media Instagram and the "Zumba party" event. This research was conducted at the KALCare Lotte Shopping Avenue outlet using a quantitative approach and a positivism paradigm. The study population was 61 “Zumba party” participants as well as a representative sample. The data was processed with SPSS 20.1. then analyzed using Cronbach's Alpha value test factor analysis and t test for regression test The results showed that the "Zumba party" event had a strong enough influence to increase brand awareness of PT. Kalbe Farma. As for advertising on Twitter, although not significant, it still has an influence to increase brand awareness of PT. Kalbe Farma in low levels. Thus, advertisements on the @kalcare Instagram account should be maximized in terms of content and frequency in communicating the Kalbe Farma brand in order to be able to grow Brand Awareness. Then for further research to expand the findings of the benefits of advertising and special events in growing Brand Awareness to customers in various industries and also among society in general.

The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products

2019 ◽  
Vol 20 (6) ◽  
pp. 1445-1461 ◽  
Author(s):  
Bidyanand Jha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Positive Influence ◽  
Structured Interviews ◽  
Media Communication ◽  
Virtual Workplace ◽  
Financial Products ◽  
Online Purchase ◽  
Social Media Communication

Social media provides a virtual workplace/network where people can enjoy expressing their opinions, exchange opinions, disseminate and control messages anywhere and anytime. Marketers are now able to reach consumers and interact with them using social media. The present study investigates the relations between communications on the social network platforms and its effect on the purchase intentions of young consumers towards financial products. Different statistical techniques were used to assess and validate the constructs selected for the study. Subjective content validity (based on structured interviews), reliability tests (using Cronbach’s alpha [α]), exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) for evaluating the factor structure and initial validity were used for the investigation. The findings suggest that user-generated social media communication (UGSMC) such as customer reviews plays an important role in creating positive perception towards online purchase of financial products, thereby impacting the brand attitude (BA) and brand equity. The perception of consumers is built on what they see and hear on social media platforms. There is a positive influence of social media on the online purchase of financial products. Social media influences information at different stages of customer decision-making.

Special Events Fashion Show Collaboration in Socializing Spongebobgold to Support Brand Awareness

2019 ◽  
Vol 11 (2) ◽  
pp. 144-157
Author(s):  
Alexander Mamby Aruan ◽  
Henri Putra Jaya ◽  
Adela Setiawan ◽  
Felicia Hanslim
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Brand Awareness ◽  
Maturity Stage ◽  
Target Market ◽  
Global Campaign ◽  
Special Event ◽  
Special Events ◽  
Strategic Public Relations ◽  
Increasing Demand

MNC Licensing International sees the opportunity of expanding the target market of their brand animation SpongeBob. In its current state, SpongeBob has reached the maturity stage. SpongeBob feels the importance to extend the target market to millennials. Regarding this, SpongeBob created a global campaign called SpongeBob Gold. SpongeBob Gold's global campaign is a marketing public relations activity created through nine steps of strategic public relations planning to support brand awareness. This campaign uses a fashion show collaboration strategy that collaborates with the local designers from every country. For Indonesia, SpongeBob Gold collaborate with Indonesian local designer Tities Sapoetra. This fashion show collaboration gives the experience to the fans and uses an influencer to deliver its message. This research uses communication theory, marketing public relations, special event and nine steps of strategic public relations planning in analyzing the implementation of SpongeBob Gold. The methodology that is being used in this research is called qualitative methods by conducting in-depth interviews. The results show that the implementation has had a good outcome. Using the nine steps of strategic public relations planning, the author can understand the implementation of a good strategy in establishing the increasing awareness of the SpongeBob Gold that has resulted in the increasing demand of the licensed of SpongeBob.   Keywords: marketing public relations, brand repositioning, special event, brand awareness, fashion show collaboration

PERANCANGAN BRAND ACTIVATION DAN MEDIA PROMOSI UNTUK THERAPEUTIC

Jurnal VICIDI ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 81-94
Author(s):  
Yemima Judithia Karsena ◽  
Hutomo Setia Budi
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Environmental Issues ◽  
Brand Awareness ◽  
Environmental Damage ◽  
Target Market ◽  
Qualitative And Quantitative Methods ◽  
Waste Reuse ◽  
New Business ◽  
The Right

Currently, environmental issues are a sensitive matter and are widely discussed in the world and in Indonesia. Environmentally friendly products have started to be widely used and have become a new lifestyle for several groups of people. Many business actors take this opportunity to start a business which at the same time invites the public to care more about environmental health. Therapeutic is a new business created because of the founder's awareness of environmental issues that are currently happening. Carrying eco-friendly products, Therapeutic sells natural soap bar and scented products that are made from natural ingredients and do not cause environmental damage, as well as applying the concepts of less-waste, reuse, and eco-lifestyle. As a new brand that stands in the midst of a pandemic like today, Therapeutic has several obstacles, namely in Indonesia there have been many similar products or businesses that will cause Therapeutic to lose competitiveness and lose name when faced with competitors. In addition, Therapeutic still needs trust from consumers, which is very necessary for the types of products and systems from Therapeutic. From the problems faced, Therapeutic conducted research to find out what marketing strategies and promotional media were right to increase brand awareness.   The formulation of the problem in this study is how the brand activation strategy and promotional media are in accordance with the target market to increase Therapeutic brand awareness in social media. This research uses qualitative and quantitative methods in collecting data. The qualitative method is carried out by interviewing several experts and extreme users of eco-lifestyle actors to find data on how to carry out the right promotion. The quantitative method is carried out by surveying the Indonesian people to find out what social media platforms are most effective in promoting. The results of this study concluded that the right brand activation strategy for Therapeutic is by carrying out activities that can attract public interest such as workshops, so that the activities carried out can simultaneously introduce products and brands and provide education. The right social media platform to promote Therapeutic activation is Instagram.   Keywords: Brand Activation, Eco-Lifestyle, Eco-Friendly, Social Media.

scholarly journals Factors Affecting Mobile Tagging Awareness; A Research on Social Media Consumers

2014 ◽  
Vol 3 (4) ◽  
pp. 69
Author(s):  
Kübra DALDAL ◽  
Sabiha KILIÇ
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Relevant Literature ◽  
Descriptive Statistics ◽  
Brand Awareness ◽  
Factors Affecting ◽  
Brand Knowledge ◽  
Survey Form ◽  
The Universe ◽  
Made In

The purpose of the study is to identify the factors affecting awareness of mobile tagging on social media. The study assumes that the mobile tagging awareness levels of social media consumers are high. As a result of the literature review made in the scope of the purpose and assumption of the study, it was identified that the variables used in the measurement of brand awareness levels are recognition, remembering, being first in remembering, brand dominance, brand knowledge and brand opinion. A conceptual model showing the relation between these variables and mobile tagging awareness levels of social media consumers and hypotheses connected to this model were developed and a survey form, loyal to the relevant literature, was prepared in order to obtain the data necessary for the analyses. The universe of the study covers the consumers who are members of social media sites Facebook, Twitter and Linked In. For the analysis of the data obtained as a result of the survey conducted, descriptive statistics containing percentages and frequencies, factor analysis and Pearson’s Correlation Coefficient was used in the analysis of the hypotheses.

scholarly journals Social Media Strategy: The Use of Social Media in Stationery Business to Reach Gen Z

2022 ◽  
Vol 6 (2) ◽  
pp. 50-61
Author(s):  
Natasya Priscilla Suhartono
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Target Market ◽  
Literature Study ◽  
Brand Communication ◽  
Building Relationships ◽  
Start Up ◽  
Use Of Social Media ◽  
The Right ◽  
Social Media Strategy

In the creative industry world, many start-up stationery businesses have started to emerge which still have an audience base. The main target market is Gen Z teenagers who are actively using social media. To be able to reach Gen Z, the right marketing strategy is needed to create brand awareness of the stationary business. Therefore, it is necessary to study literature on social media strategies, brand communication and Gen Z behavior in using social media. From the results of the literature study, it can be said that social media content that is simple, relevant, and repeatable is effective in building relationships between stationery and consumers on social media. It is hoped that with optimal use of social media, brand awareness of the stationary business will also increase.   Keywords: Social Media Strategy, Gen Z, Brand Communication

The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media

2021 ◽  
Vol 6 (4) ◽  
pp. 235-244
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Product Reviews

Objective - Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions about how their product is marketed and promoted and how consumers are persuaded to buy their products. This study aims to analyze factors that influence consumers purchase intentions in relation to Xiaomi smartphones. The context of the analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Methodology/Technique - A survey method is conducted and the respondents were chosen using non-probability sampling with convenience technique. Data wasanalyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version. Findings - The results show that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have a significant positive influence on purchase intention for Xiaomi smartphones.Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content isneeded to keep customers engaged and committed to the Xiaomi social media platforms, such as photo competitions with Xiaomi cameras. Social media allows consumers to post user-generated content (such as online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Novelty - Social media also allowscompanies to have conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through their Brand Page, a company can execute social media strategies and, if done correctly, it will increase Xiaomi brand image and sales. Type of Paper - Empirical Keywords: Brand Page Commitment; Brand Awareness; Electronic WOM; Brand Image; Purchase Intention JEL Classification: M30, M39.

scholarly journals STRATEGY TO RAISING BRAND AWARENESS USING SOSIAL MEDIA TO THE MILENIALS

2020 ◽  
Vol 4 (2) ◽  
pp. 171
Author(s):  
Putu Sukma Wardani ◽  
I Gede Sanica
Keyword(s):  
Social Media ◽  
Swot Analysis ◽  
Descriptive Analysis ◽  
Marketing Channel ◽  
Growth Strategy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Target Market ◽  
Swot Matrix ◽  
The Right

Social media as a digital marketing channel is currently utilized as a promotional media for business people especially those who choose the millennial generation segment as their main target market. The growth in the number of social media users today is also seen as an opportunity to build brand awareness through social media. This research aims to find out strategies in building brand awareness with social media marketing on Instagram for millennials. This research focuses on social media marketing that has been applied to the Il's Project brand which is one of the local footwear brands in the city of Denpasar. Using a qualitative approach, with a descriptive analysis of this study collecting data through interviews, observations and documentation which is further analyzed by SWOT analysis techniques comparing internal and external factors to determine the SWOT Matrix and IE Matrix for strategy determination. The results showed, Il's Project social media marketing was in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support an aggressive strategy and growth strategy, namely, market penetration, increased sales and profits and increased marketing effectiveness on social media.

scholarly journals The impact of social media activities on raising brand awareness during the COVID-19 pandemic

2021 ◽  
Vol 26 (2) ◽  
pp. 295-310
Author(s):  
Visar Rrustemi ◽  
Granit Baca
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Quantitative Methods ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Statistical Software ◽  
Confirmatory Factor ◽  
The Impact

The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.

scholarly journals Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

2021 ◽  
Vol 4 (2) ◽  
pp. 71-88
Author(s):  
Ikpo K.P. ◽  
Okolo V.O. ◽  
Oranusi I.N.
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Innovation Adoption ◽  
Positive Influence ◽  
Brand Awareness ◽  
Survey Method ◽  
Adoption Theory ◽  
Analyse Data ◽  
Hierarchy Of Effects ◽  
Significant Positive Influence

Communication has initiated a paradigm shift from the traditional to new the new social media. This study investigated the influence of Twitter messages and Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services in Enugu: an innovation adoption theory & hierarchy of effects model exposition. The specific objectives of the study were to ascertain the extent of the influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services. Also, to determine the extent of the influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services. This study contributed to the extant gap in marketing literature by using Twitter messages and Facebook messages to promote Nike Lake Resort services in Enugu. The population of the study includes guests of Nike Lake Resort selected through a convenient sampling technique. The survey method was adopted and the sample size of 384 was determined using Freud and William’s formula known as the Z-score method. Cronbach’s alpha was used to determine the reliability of the instrument of 0.870. The Pearson product-moment correlation coefficient was used to analyse data. Findings revealed a significant positive influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.937, p < 0.05). Also, it was revealed that there is a significant positive influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.943, p < 0.05). Twitter messages and Facebook messages are effective marketing tools for communicating Nike Lake Resort services to consumers. There is need for Nike Lake Resort to continuously improve on the use of Twitter messages and Facebook messages channels to help boost consumer awareness and patronage in future.

scholarly journals Online Brand Awareness: Determining the Relative Importance of Facebook and Other Strategies among the Malaysian Consumers

2013 ◽  
Vol 5 (4) ◽  
pp. 168-174
Author(s):  
Ahasanul Haque ◽  
Seyama Sultana . ◽  
Farzana Yasmin .
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Brand Awareness ◽  
Relative Importance ◽  
Managerial Implication ◽  
Internet Users ◽  
Confirmatory Factor

The purpose of this study is to determine the relative importance of facebook with other strategies like affiliate marketing and word of mouth in creating online brand awareness. Both exploratory and confirmatory factor analysis is used in the study. The study chooses 303 Malaysian frequent internet users as the respondents. In confirmatory factor analysis, a structural equation modelling (SEM) approach is applied to determine the relationship among the exogenous and endogenous constructs. The study finds facebook as the most influential online brand awareness creating strategies followed by the affiliated marketing and online word of mouth. In creating the online brand awareness; all the strategies have positive influence, however. The study can be a useful guideline for managerial implication in practice.

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