scholarly journals SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

2020 ◽  
Vol 3 (2) ◽  
pp. 177-193
Author(s):  
Benni Handayani ◽  
Fatmawati Moekahar ◽  
Yudi Daherman ◽  
Mufti Hasan Alfani
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

2018 ◽  
Vol 12 (2) ◽  
pp. 171-184
Author(s):  
Annisa Pramitasari ◽  
Dini Salmiyah Fithrah Ali
Keyword(s):  
Social Media ◽  
Young People ◽  
Case Studies ◽  
Online Community ◽  
Qualitative Method ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition ◽  
Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and  they began to build a community. Suara Disko. is a community that has a  purpose to popularize  the  80s music. With the evolve  of social media makes Suara Disko ha s  a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a  Brand Awareness through 80s music Instagram.  This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message.  Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

2018 ◽  
Vol 6 (7) ◽  
pp. 45
Author(s):  
Gunjan Gumber ◽  
Jyoti Rana
Keyword(s):  
Organic Food ◽  
Brand Awareness ◽  
National Capital Region ◽  
Promising Alternative ◽  
Brand Recall ◽  
Brand Building ◽  
Brand Recognition ◽  
National Capital ◽  
High Level ◽  
Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

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

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.

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 YouTube: selling luxury cosmetics in the digital age

2021 ◽  
Author(s):  
Andrea Chidley
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Research Study ◽  
Brand Awareness ◽  
Instructional Videos ◽  
Brand Recognition ◽  
Social Media Platforms ◽  
Youtube Videos ◽  
Luxury Cosmetics ◽  
Use Of Social Media

This MRP analyzes the use of social media in selling high-end cosmetics. As social media continues to evolve, luxury cosmetics companies like Nudestix are using social media platforms like YouTube to create brand awareness. This paper uses a textual and visual content analysis of six YouTube videos to analyze how how-to and instructional videos may be used to market and promote lesser known, indie cosmetics brands. Research on marketing, in addition to other research articles, is used to explain the importance of brand stores, seed and word of mouth marketing campaigns. This research study uses qualitative data collected from the YouTube video sample to provide insights for indie cosmetics brands looking to grow their indie cosmetics brand using beauty influencers and how vlogs can create brand recognition.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Analisis Strategi Brand Awareness (Top Of Mind, Brand Recall, Brand Recognition, Unaware Of Brand) Sepeda Motor Piaggio Vespa Di Jakarta

2019 ◽  
Vol 15 (1) ◽  
pp. 113-134
Keyword(s):  
Brand Awareness ◽  
Important Thing ◽  
Brand Recall ◽  
Brand Recognition

One of the most important thing of transportation is a motorcycle which is able to comply the level of people needs, because using a motorcycle can support various kinds of people activities to become more practical, economical and easy to drive.This research was intend to analyze the strategy of brand awareness Piaggio Vespa motorcycle in Jakarta, through elements Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand. The result of this study indicate that strategy of Brand Awareness Piaggio Vespa has been Top Of Mind which has made Piaggio Vespa the first scooter motorcycle to be caught by all respondents. Strategy of Brand Awareness Piaggio Vespa with Brand Recall approach, respondents stated that Piaggio Vespa is a type of scooter that is often heard whwn meeting friends or family. Meanwhile strategy of Brand Awareness Piaggio with Brand Recognition approach, respondents stated that Piaggio Vespa is a type of scooter that has good quality, proven technology and affordable price. Piaggio Vespa is not included by Unaware of Brand category.

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