scholarly journals The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table

2021 ◽  
Vol 1 (1) ◽  
pp. 16-24
Author(s):  
Angelyn Angelyn ◽  
David Sukardi Kodrat
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
First Choice ◽  
Significant Positive Influence

Haroo Table is an online bakery shop in Surabaya. Haroo Table’s promotional activities turns out is not enough to make company become the first choice because of competitors that has higher brand awareness. The purpose of this research is to find out the effect of social media marketing on purchasing decisions with brand awareness as mediation on Haroo Table. The population in this research is 112 people who following Haroo Table's Instagram and make transaction at least once. The sample that is taken for this research is 88 respondents with purposive sampling method and Slovin. Primary data collection technique is like questionnaires with Likert Scale and secondary data is like internal company data, competitor data and related literature. Data analysis technique uses SEM-PLS. Based on the results of the analysis, it is found that (1) social media marketing has a significant positive effect on Haroo Table brand awareness, (2) social media marketing has a significant positive influence on Haroo Table’s purchase decisions, (3) brand awareness has a significant positive influence on Haroo Table’s purchase decisions and (4) brand awareness can mediate the effect of social media marketing on Haroo Table’s purchase decision.

scholarly journals The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

2019 ◽  
Vol 2 (2) ◽  
pp. 218-226
Author(s):  
Novita Alfian ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Travel Agents ◽  
Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

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.

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 The Influence of Demographic and Herbal Characteristics on Purchase Decisions of Zingiberacea Familia: An Exploration in Kota Bharu, Kelantan Society

2019 ◽  
Vol 8 (2S9) ◽  
pp. 1058-1062
Keyword(s):  
World View ◽  
Secondary Data ◽  
Positive Influence ◽  
Primary Objective ◽  
The Other ◽  
Primary Data ◽  
Purchase Decision ◽  
Green Product ◽  
Other Hand ◽  
Environmentally Safe

In Malaysia, for over a decade a product of Zingibereacea familia especially ginger are coming as one of the famous product in Malaysian market. The study brings out green product from Zingiber Officianale Roscoe (Ginger) among 100 respondents in Kota Bharu, Kelantan with a primary objective to search a response from the customer’s either this product can be presumed to be environmentally safe should be preserved as a medicinal plant and commercialized within and outside the country. In regard to the fact that “Green Marketing” is developed as a products that are presumed to be environmentally safe. The objective of this research was to determine usage profiles and some variables that influence the purchase decision of herbal medicine in Kota Bharu Kelantan, and (2) to evaluate the consumer’s response on the development of Zingiberacea Familia Based Product, either it can be a symbol of herbs that can be lifted as a health and beauty product in the preservation and preservation of Malay culture. Primary data was collected from the survey tabulated within the Kota Bharu society, and secondary data was collected from the available literature sources. The core idea of the finding are a world view is also a two-way bridge: A respondent shows a positive reaction that Zingibearacea Familia product could be be a symbol of herbs that can be lifted as a health and beauty product in the preservation and preservation of Malay culture. On the other hand, only age characteristic showed significant influence on purchase decision of green product from Zingiberacea Familia, on the other hand races, level of education and job sector didn’t show positive influence

Tourist Social Media Engagement

2022 ◽  
pp. 192-212
Author(s):  
Rayane Ruas ◽  
Belem Barbosa
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Decision Process ◽  
Secondary Data ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Four Dimensions ◽  
Tourist Destinations ◽  
Search For Information ◽  
Method Approach

Social media are transforming relationships with customers for all sectors, including tourism. Since the search for information is a critical aspect of tourist purchase decision process, the importance of social media for tourism is evident. However, the presence of tourism brands in social media is not enough to have an impact on tourist purchase decisions: it is necessary to generate engagement. This chapter aims to conceptualize tourist engagement on social media and identify tourist engagement indicators. Tourist engagement was conceptualized through a literature review that identified four dimensions of engagement: popularity, commitment, virality, and post engagement. A set of indicators is proposed to measure tourist engagement in each of these dimensions. The proposed TSM engagement framework was validated through a mixed-method approach, using secondary data and interviews carried out with Brazilian tourist destinations.

scholarly journals Analisa Pengaruh Attribute, Promotion, Service Quality, dan Social Media Marketing terhadap Image dan Purchase Decision Usaha Oleh-Oleh Kuliner Kota Batam

2021 ◽  
Vol 4 (2) ◽  
pp. 1010-1020
Author(s):  
Yandi Suprapto ◽  
Surianti Surianti
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Positive Relationship ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Significant Positive Relationship ◽  
The City

This study aims to determine whether attributes, promotion, service quality, and social media marketing can influence image and purchase decisions. The object of research includes consumers of culinary souvenir shops in the city of Batam. Data collection was carried out by distributing questionnaires to 180 respondents. The collected data were processed by using partial least square (PLS). The results found that seven of the eight hypotheses tested had a significant positive relationship. The hypothesis includes attributes to image, promotion to image, service quality to image, attribute to purchase decision, promotion to purchase decision, social media marketing to purchase decision, and image to purchase decision. Meanwhile, service quality on purchase decisions is declared insignificant.

scholarly journals A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

2021 ◽  
Vol 3 (9) ◽  
pp. 265-276
Author(s):  
Hedwika Avila Diva Putri Kuncoro ◽  
Nurrani Kusumawati
Keyword(s):  
Social Media ◽  
Sleep Disturbances ◽  
Quantitative Methods ◽  
Consumer Preferences ◽  
Positive Impact ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

Consumer attitude towards Eco-friendly products

2019 ◽  
Vol 118 (6) ◽  
pp. 163-170
Author(s):  
M. Amarnath ◽  
PS. Nagarajan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Electronic Communication ◽  
Secondary Data ◽  
Primary Data ◽  
Consumer Attitude ◽  
Purchase Decisions ◽  
Market Place ◽  
The Right ◽  
The Impact

The purchaser mindfulness and inspiration kept on driving change in the market place, strikingly through the presentation of more eco- friendly products.  This study deals with eco-friendly products and its impact on social media.  In this scenario social media had emerged as a platform of electronic communication through sharing of knowledge, ideas and user generated contents through networking and blogging. It tries to assess how different level of perceived feeling from usage influence the impact of advertisements through social media, blogs, peer opinion via social networking and products update towards making green purchase decisions of the consumers.  With respect to this, buyers are assuming liability and doing the right things. Customer frame of mind and inspiration keep on driving change in market place, outstandingly through the presentation of more eco- friendly products.  This paper analyses the consumer attitude towards eco-friendly products both directly and indirectly.  In this paper both primary and secondary data were collected. Structured questionnaires were used to collect primary data from the consumers through questionnaires.  The secondary data was collected from website and reports.  For statistical analyses, SPSS used and Statistical tools like (i.e.) percentage analysis, ANOVA, Correlation and ‘z’ test were applied.  The findings were based on the Research hypothesis, demographic profile and various dimensions of consumer attitude towards eco-friendly products.  Suggestions and Conclusion are based on these findings.   

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

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.

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.

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