scholarly journals INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY

2021 ◽  
pp. 16-26
Author(s):  
Bismoaziiz Bismoaziiz ◽  
Usep Suhud ◽  
Saparuddin Saparuddin
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Analysis Tool ◽  
Electronic Word Of Mouth ◽  
Exogenous Variables ◽  
Endogenous Variables

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.

scholarly journals PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

2020 ◽  
Vol 15 (2) ◽  
pp. 244
Author(s):  
Theophilus Alpha Kristiawan ◽  
Keni Keni
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions

<p><em>This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.</em></p><p><strong>Abstrak dalam Bahasa Indonesia.</strong> Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan <em>electronic word of mouth </em>(eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode <em>probability sampling. </em>Teknik analisis data pada penelitian ini menggunakan pendekatan <em>Partial Least Squares – Structural Equation Modeling </em>(PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial<em> </em>dan <em>electronic word of mouth </em>memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan<em> </em>tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM<em> </em>untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.</p>

scholarly journals Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer

2020 ◽  
Author(s):  
Farah Oktafani ◽  
Nadya Novandriani K.M. ◽  
Marheni Eka Saputri ◽  
Trisha Gilang Saraswati
Keyword(s):  
Social Media ◽  
Decision Process ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Media Content ◽  
Target Market ◽  
Electronic Word Of Mouth ◽  
Promotional Strategies

There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were collected from 400 customers of Warunk UpNormal who have seen social media and read reviews provided by Warunk Upnormal. The study finds that customers responded positively to Warunk UpNormal social media content, and they have engagement with Warunk UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on the purchase decision process. The finding of this study contributes to an understanding of the selected factors in affecting the customer decision process in Warunk UpNormal.

scholarly journals The influence of Brand trust, Social Media Marketing and e-WOM on interest purchasing in Snake Socks products in Surabaya

2019 ◽  
Vol 1 (1) ◽  
pp. 150-156
Author(s):  
Moch Rifan Al faizin
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Data Retrieval ◽  
Linear Analysis ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Brand Trust

The purpose of this research are for known as brand trust, social media marketing, electronic word of mouth and purchase intention of Snake socks consuments product in Surabaya. .This research is a quantitave. The population and samples are based upon questionnaire that had been given to 100 respondents of Snake Socks consuments product in Surabaya. Data retrieval techniques by interview, observation and questionnaire. The method used is quantitative research method. For the method of data analysis using Path Analyze) with IBM SPSS 23.0 Data analysis that had been use are validity test, reability test, classic assumption test, and multiple linear analysis test. The result of his study showed that partially brand trust (X1), social media marekting (X2),electronic word of mouth (X3) has positive significant positive significant toward purchase intention (Y). While brand image gives impact toward two variables electronic word of mouth and purchase intention as the intervening variable.The research has a significant correlation towards employe performance (Y) the value is < 0,05.

scholarly journals Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Wenny Kartika Susanto Dan Keni
Keyword(s):  
Social Media ◽  
Social Network ◽  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Easy Access ◽  
Young Generation ◽  
Electronic Word Of Mouth ◽  
Network Marketing

Competition that is getting more competitive in smartphone industry has made customers feel quite difficult in deciding which product the customers should buy. This is because companies are doing marketing through mass media, both offline and online. Companies are trying to change customers’ way of thinking through emotion, need, want, and demand. Nowadays, in this globalization the traditional retailers are facing big challenge because young generation is starting to switch to online shopping. This fact poses as threat for traditional retailers, but can also be used as opportunity due to easy access to product and brand via social media. Therefore, this research objective was to find what the influences of social network marketing and electronic word of mouth (independent variables) toward customer purchase intention (dependent variable). Quantitative research was chosen as the method of this research. The population was smartphone users from 26 – 50 years old in Jakarta. Non – sampling method, specifically convenience sampling was used because this method allowed researched to approach random respondent easily. The researcher used 166 questionnaires as sample size. 166 valid data were analysed with Structural Equation Modelling to test hypothesises in the research. There are two hypothesises tested on this research. Based on analysis, all hypothesises are supported. In conclusion, the most significant value is Social Network Marketing (SNM) which contributed 35.3% toward purchase intention. Based on findings, it is suggested for the company to pay more attention in marketing activities at social media by giving positive experience to customers so that the customers can give positive feedback in social media as reference for future customers.

scholarly journals The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

2021 ◽  
pp. 231-238
Author(s):  
Oscarius Yudhi Ari Wijayaa ◽  
Sulistiyanib Sulistiyanib ◽  
Juliani Pudjowatic ◽  
Theresia Siwi kartikawatid ◽  
Ninik Kurniasih ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Sampling System ◽  
System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

2019 ◽  
pp. 1245-1268
Author(s):  
Tamer Abbas Awad ◽  
Shereen Mohamed Abdel Fatah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Second Phase ◽  
Electronic Word Of Mouth ◽  
Brand Advocacy ◽  
Start Ups ◽  
The Impact ◽  
The Relationship

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity

2021 ◽  
pp. 227853372110249
Author(s):  
Milad Farzin ◽  
Marzie Sadeghi ◽  
Majid Fattahi ◽  
Mohammad Reza Eghbal
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Theory And Practice ◽  
Brand Identity ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Mediating Role

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

scholarly journals Effect of Social Media Marketing on Building Customer Perception in Khulna City, Bangladesh

2019 ◽  
pp. 23-28
Author(s):  
Md. Mizanur Rahman ◽  
Md. Reaz Uddin ◽  
Tasnia Anika Akhi
Keyword(s):  
Social Media ◽  
Research Design ◽  
Word Of Mouth ◽  
Research Question ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Customer Perception ◽  
Customer Perceptions ◽  
Significant Relationships

Objective: This study aims to investigate how social media marketing affects formation of customer perceptions. Methodology: Data were collected from the customers living in Khulna City using a structured close ended questionnaire with five-point Likert to capture opinions on social media marketing and building of customer perception. A causal research design was applied to find answers of research question set for the study. Regression statistics was applied to investigate causal relations between components of social media marketing and customer perceptions. Findings: The findings confirm that entertainment, informativeness, irritation, brand trust, interaction to customer, electronic word of mouth, and purchasing opportunity have relationship with formation of customer perception. All components except irritation have positive relations and interaction to customers, electronic word of mouth and informativeness have statistically significant relationships.

Sign in / Sign up

Export Citation Format

Share Document