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.

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 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.

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 Pengaruh Intensitas Bimbingan Orang Tua dan Sarana Prasarana Terhadap Motivasi Belajar Siswa Serta Implikasinya Pada Prestasi Belajar Siswa (Survei Pada Mata Pelajaran Kewirausahaan di Smk Ulil Albab Depok Kabupaten Cirebon)

2018 ◽  
Author(s):  
Mokhammad Wahyudin
Keyword(s):  
Student Achievement ◽  
Student Motivation ◽  
Sampling Technique ◽  
Positive Influence ◽  
Learning Motivation ◽  
Survey Method ◽  
Motivation To Learn ◽  
Learning Achievement ◽  
Parental Guidance ◽  
Positive Effect

The purpose of this study was to determine the effect of the intensity of parental guidance and infrastructure to the students' motivation and their implications for student achievement Smk Ulil Albab Cirebon Depok. The purpose of this study are: 1) To find a picture of student achievement, the intensity of parental guidance, facilities and students' motivation to learn; 2) To determine the effect intensity of parental guidance and infrastructure to student motivation and its implications on learning achievement. The method used is descriptive survey method verification. Data collected through questionnaires. In this study were used as the student population is Smk Ulil Albab Cirebon Depok many as 1556 people. The sample was 318 people. By using a sampling technique that is proportional random sampling. Based on the calculation and analysis of data, it can be concluded that: 1) Overview of learning achievement Students medium category, the intensity of parental guidance category is, the infrastructure category is, and student motivation sedang.2 category) there is a positive influence on the intensity of parental guidance and infrastructure on the students motivation. 3) There is no positive effect of the intensity of parental guidance on motivation to learn. 4) There is a positive effect of infrastructure study on motivation to learn. 5) There is no positive effect of the intensity of parental guidance, infrastructure and learning motivation on learning achievement. 6) There is no positive effect of the intensity of parental guidance on learning achievement. 7) There is no positive effect of infrastructure on student achievement. 8) There is no positive effect of learning motivation on student achievement.

scholarly journals Pengaruh Struktur Modal, Profitabilitas, dan Struktur Aktiva terhadap Harga Saham

2019 ◽  
Vol 1 (1) ◽  
pp. 47-60
Author(s):  
Sellytyanengsih E. Churcill ◽  
Kenny Ardillah
Keyword(s):  
Data Analysis ◽  
Capital Structure ◽  
Stock Price ◽  
Stock Exchange ◽  
Sampling Technique ◽  
Positive Influence ◽  
Financial Statement ◽  
Purposive Sampling ◽  
Manufacture Company ◽  
Significant Positive Influence

The purpose of this research is to examine the influence of profitability, capital structure, and asset structure positively to the stock price on manufacture companies which are listed in Indonesia Stock Exchange (IDX). The research samples have been selected by using purposive sampling technique to the 62 manufacture companies have been published the financial statement and active stocks which have been traded at Indonesia Stock Exchange (IDX) in 2014 – 2016 periods with the amount of 186 data which have yet to be the research sample criteria.The data analysis has been carried out by using multiple linier regressions analysis. The results of the study found out that capital structure has a positive influence on stock price means that the high capital structure influences shareholder decisions in increasing stock price. Profitability has a significant positive influence on stock price means that every increase in the profitability of a food and beverages company, it causes the stock price will increase. And asset structure have a positive influence on stock price means to indicate that every increase in asset structure of manufacture company, it causes that stock price will increase.

scholarly journals PENILAIAN KECURANGAN: PENGALAMAN, PELATIHAN DAN TINDAKAN SUPERVISI

2018 ◽  
Vol 7 (1) ◽  
Author(s):  
Michael Prasetya D, Mulyani
Keyword(s):  
Fraud Detection ◽  
Sampling Technique ◽  
Positive Influence ◽  
Financial Statement ◽  
Survey Method ◽  
Accounting Firms ◽  
Purposive Sampling ◽  
Training And Supervision ◽  
Essential Components ◽  
Big Four

The auditor's inability to detect fraud, is not up to the expectations of financial statement users. Experiences, Training and Supervision Measures are the 3 most important essential components an auditor must have in a fraudulent area..The purpose of this research are to conduct research to prove whether experience, training and supervision actions affect the assessment of fraud.The survey method with questionary used in this reasarch. The object of this research are auditors who worked in one of the big four Accounting Firms in Jakarta. The sampling technique used is purposive sampling. The result of this research shows that the variable of experience, training and supervision actionhave positive influence to the variable of fraud detection. Keyword: Auditor Experience, Training  , Supervision Action  and Fraud Detection

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

scholarly journals The Influence of the Firm’s Career-Website on Job-Seekers’ Intentions to the Firm

2015 ◽  
Vol 5 (3) ◽  
pp. 111
Author(s):  
Robert W. Stone ◽  
Lori Baker-Eveleth ◽  
Daniel Eveleth
Keyword(s):  
Social Media ◽  
Positive Influence ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Method ◽  
Job Seekers ◽  
Related Factors ◽  
Factors Affecting ◽  
Subsequent Behavior ◽  
Significant Positive Influence

Currently organizations rely on its websites to engage and inform job-seekers, and as the primary method for job-seekers to submit applications for screening (Thompson, Braddy & Wuensch, 2008). Therefore a website must be able to influence job-seekers to react positively to perform behaviors such as submitting an application, returning to the site, recommending the company or site to others, and to engage the organization by transitioning to the organization’s social-media sites. Whether or not a job-seeker performs these behaviors is largely a function of the experience with the website. Understanding the website-related factors affecting a job-seeker’s intentions and subsequent behavior is, therefore, critical to the firm. The sample consisted of 199 usable responses and the results show website aesthetics, content and ease of use influence respondents’ intentions, indirectly, through perceived usefulness of the site. Social norms toward the firm have a significant, positive influence on respondents’ intentions.

PENGARUH KOMITMEN TUGAS PIMPINAN PERUSAHAAN DAN BUDAYA ORGANISASI KARYAWAN TERHADAP EFEKTIVITAS KERJA KARYAWAN PADA CV TRIKARSA UTAMA

2020 ◽  
Vol 2 (1) ◽  
pp. 41-66
Author(s):  
Agung Prasetyo
Keyword(s):  
Organizational Culture ◽  
Random Sampling ◽  
Research Method ◽  
Work Motivation ◽  
Regression Coefficient ◽  
Sampling Technique ◽  
Positive Influence ◽  
Survey Method ◽  
Corporate Leadership ◽  
Work Effectiveness

ABSTRACT   This study aims to reveal the influence of the Commitment of Corporate Leadership (X1) and organizational culture (X2) to the effectiveness of employee work (Y). The research method used was a survey method. The sampling technique uses stratified random sampling. The research sample amounted to 48 respondents. The trial results of the research instruments show that the reliability of the Likert scale instrument of organizational culture is 0.917, work motivation is 0.792, and work effectiveness is 0.854. Analysis of the data used is regression analysis. The conclusion of the research results revealed: (1) There is an influence of the Commitment of the Leadership of the Company to the effectiveness of the work of employees. From the analysis results obtained a regression coefficient of 3,336 means that the influence of the Commitment of the Leadership of the Company amounted to 33.36%. (2) There is a positive influence of organizational culture on work effectiveness. From the analysis results obtained a correlation coefficient of 3742 means that there is a positive influence of organizational culture on work effectiveness by 37.42%. (3) There is a positive influence of the Commitment of the Company's Leadership Tasks and organizational culture together on work effectiveness. From the results of the analysis obtained a regression value of 14.58 means that there is a positive influence on the Commitment of the Leadership of the Company and organizational culture together on work effectiveness is 14.58%. Keywords: leadership commitment, organizational culture, work effectiveness, employees

scholarly journals Pengaruh Brand Equity dan Brand Trust terhadap Loyalitas Pelanggan Teh Botol Sosro di Kota Bandung

2017 ◽  
Vol 26 (2) ◽  
pp. 253-265
Author(s):  
Teguh Iman
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Analytical Tool ◽  
Survey Method ◽  
Brand Trust ◽  
High Satisfaction ◽  
Data Collection Technique ◽  
Line Analysis ◽  
Significant Positive Influence

Currently the competition to attract consumers to use the product is no longer limited to promoting the initial functionality of a product but it will always be associated with the image of the product itself. The strength of a brand or brand Equity of a product is formed from the process of applying a good marketing strategy in shaping a brand while a product that is trusted by a consumer is a product that has a high brand trust because the product gives high satisfaction value to the consumer. This research is to know the influence of brand equity and brand trust to customer loyalty of Bottle Sosro Tea to Active Student of S1 STIE EQUITY STAFF STUDY 2011-2013, with member of population as much as 975 people, questionnaires distributed to 91 respondents by using error rate equal to 10%. The research method used is survey method, while data collection technique is done through interview and questionnaire. The analytical tool used is Line Analysis using IBM SPSS 20.0. The result of the research shows that there are significant positive influence either partially or simultaneously brand equity and brand trust to loyalty.

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