scholarly journals SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA

2021 ◽  
Vol 23 (1) ◽  
pp. 18-26
Author(s):  
Fransisca Andreani ◽  
Leonardo Gunawan ◽  
Selden Haryono
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Partial Least Square ◽  
Least Square ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Analysis Techniques ◽  
Generation Z

Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include reach, relevance, and resonance; and these can influence brand awareness and purchase decision of generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.

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 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 ANALYSIS OF AFFECTING FACTORS ON PURCHASE DECISION OF SPORT SHOES "FAKE PRODUCT" OF GOLD'S GYM CONSUMERS IN WEST JAKARTA

2021 ◽  
Vol 2 (4) ◽  
pp. 537-550
Author(s):  
Christina Catur Widayati ◽  
Sarton Sinambela ◽  
Magito Magito ◽  
Khilyatin Ikhsani
Keyword(s):  
Data Analysis ◽  
Structural Equation ◽  
Country Of Origin ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Purchase Decision ◽  
Affecting Factors ◽  
Relationship Of ◽  
The City

The purpose of this study is to find out the factors which affect on purchase decision of fake (non-genuine) Nike sports shoes. Data analysis generally confirms the structural relationship of all variables, namely price and country of origin on brand image and its impact on purchase decision for fake (non-genuine) Nike shoes. This research was conducted on Gold's Gym consumers in the city area of ​​West Jakarta with a sample size of 130 respondents. The data analysis method used in this study is the Component or Variance Based Structural Equation Model where the data processing used Partial Least Square (Smart-PLS) version 3.2.9. The results show that all hypotheses can be accepted, except for the third hypothesis, which indicates that the country of origin does not effect on purchase decision.

scholarly journals The Effect of Promotion Mix on the Purchasing Decisions of Kaluna Living Pillows with Brand Awareness as an Intervening Variable

2021 ◽  
Author(s):  
Yustika Astary ◽  
David Sukardi Kodrat
Keyword(s):  
Structural Equation ◽  
Equation Model ◽  
Creative Industries ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Dependent Variables ◽  
Independent Variable

The purpose of this study was to determine the effect of the promotion mix on the decision to purchase Kaluna Living pillows with brand awareness as an intervening variable. The sample in this study was 96 Kaluna Living consumers, where the non-probability technique used in this study was purposive sampling. The independent variable was the promotion mix, while the dependent variables were brand awareness and purchasing decisions. Data collection was conducted using a questionnaire. The data were analyzed using the Partial Least Square-Structural Equation Model (SEM) with partial least square (PLS) path analysis using the Smart PLS 3.0 software. The results showed that the promotion mix had a positive and significant effect on brand awareness; brand awareness had a positive and significant effect on purchasing decisions; the promotion mix had a positive and significant effect on purchasing decisions; and brand awareness was able to mediate part of the influence of the promotion mix on the purchasing decisions with a VAF value of 30.3%. Keywords: promotion mix, brand awareness, purchase decisions, accessories home, creative industries

PENGARUH MANAJEMEN PENGETAHUAN, BUDAYA ORGANISASI TERHADAP KINERJA ORGANISASI

2018 ◽  
Vol 15 (1) ◽  
pp. 26
Author(s):  
ROFIKOTUL ARFATI
Keyword(s):  
Organizational Culture ◽  
Knowledge Management ◽  
Data Analysis ◽  
Organizational Performance ◽  
Organization Culture ◽  
Partial Least Square ◽  
Least Square ◽  
Analysis Techniques ◽  
Culture Performance ◽  
Questionnaire Method

This study aims to examine and analyze the influence of knowledge management and organizational culture on organizational performance. This study uses theory of Resources Based View. The study conducted by the Agency for Assessment and Application of Technology (BPPT), with 62 respondents on engineering positions. Data collected using questionnaire method that is by giving list question or questionnaire which submitted directly to respondent and also by email. Data analysis techniques in this study using Partial Least Square (PLS) with WarpPLS 3.0. The results showed that knowledge management and organizational culture have positive and significant influence on organizational performance. Keywords : Knowledge Management, Organization Culture, Performance Organization

scholarly journals EMPOWERMENT OF LOCAL BRAND AWARENESS THROUGH PACKAGING UNIQUENESS AND ITS IMPACT ON PURCHASING INTEREST

2019 ◽  
Vol 4 (01) ◽  
pp. 16
Author(s):  
Bob Foster ◽  
Wawan Hermawan ◽  
Rima Rahmayanti
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Analysis Data ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
West Java ◽  
White Tea

Indonesian local brand is lack of brand awareness among Indonesian consumers. One of the local brands that lack of brand awareness is white tea brand. White tea makers in Indonesia meets the issue of absence of innovation in packaging, shopper awareness and frailness in quality. This research aims to test whether product empowerment and brand awareness will influence the interest in buying white tea products with unique packaging as intervening using partial least square as method in data analysis. Data collection uses questionnaire involving 50 consumer samples of white tea brand in Bandung, West Java. This research shows that the uniqueness of packaging has proven to be intervention between brand awareness and empowerment in product, affects or influences the consumer purchasing interest of white tea brand in Bandung, West Java, Indonesia.

scholarly journals Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽  
2021 ◽  
Vol 22 (2) ◽  
Author(s):  
Santi Rimadias ◽  
Nesta Alvionita ◽  
Adinda Putri Amelia
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Engagement ◽  
Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

scholarly journals The Effect of Social Media Culture and Knowledge Transfer on Performance

2020 ◽  
Vol 3 (3) ◽  
pp. 2513-2520
Author(s):  
Dahlena Sari Marbun ◽  
Azuar Juliandi ◽  
Sulaiman Effendi
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Data Collection ◽  
Knowledge Transfer ◽  
Work Performance ◽  
Partial Least Square ◽  
Least Square ◽  
Media Culture ◽  
Analysis Technique ◽  
Exchange Information

Internet-based social media has become a part of people's lives in this era. Many people use Facebook, Whatsapp, LinkedIn, Blog and other social media to interact with each other. With social media, people exchange information and share experiences in cyberspace. Moreover, nowadays social media has become part of the organizational culture in the workplace. This study aims to analyze: (1) the influence of social media culture on knowledge transfer; (2) the influence of social media culture on work performance; and (3) the effect of knowledge transfer on work performance. The research sample consisted of 300 employees. data collection using a questionnaire. Meanwhile, the data analysis technique used partial least square. The results show that: (1) the influence of social media culture on knowledge transfer is positive and significant; (2) the influence of social media culture on work performance is positive and significant; and (3) the effect of knowledge transfer on work performance is also positive and significant.

scholarly journals EFEKTIVITAS DISKON DAN HADIAH SEBAGAI SARANA PROMOSI PENJUALAN UNTUK MENARIK NIAT BELI KONSUMEN PADA BUMBU MAGIC LEZAT

2014 ◽  
Vol 3 (1) ◽  
Author(s):  
Amir Faesol
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Purchase Decision ◽  
Analysis Tool ◽  
Purchase Decisions ◽  
Direct Influence

Amir FaesolPT. Gawih Jaya - WismilakE-mail: [email protected] research aimed to analyse (1) the consumer attitudes to discounts and gifts,(2) whether consumerattitudes to discounts and gifts have effectiveness in influencing purchase intention, (3) whetherpurchase intentions influence on purchase decisions, (4) differences in attitudes effectiveness ofdirect influence attitudes towards buying decision (5) the direct influence of attitudes on purchasedecisions through intention. The samples were 152 respondents and selected by using purposivesampling technique. The data was collected by distributing questionnaires to consumers Lezat Magicseasoning. The primary data were consists of discount gift attitudes, purchase intentions and purchasedecisions. Partial Least Square was used as an analysis tool to answer the research objectives.The results showed that consumers preferred to have promotional gifts and they compared it withdiscounts. The discounts and gifts significantly influenced to purchase intention. Furthermore, purchaseintentions significantly influenced to purchase decisions. Moreover, it showed that the moreeffective influence of attitudes to discounts and gifts to purchase decision through intention thanwithout intention. It meant there was differences influential between attitude to discount and gifts tobuying decision with and without intention.Keywords: Attitudes to discounts and gifts, purchase intention and the purchase decision

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

2021 ◽  
Vol 12 (1) ◽  
pp. 121-121
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Social Media Platform ◽  
Media Platform

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 how their product marketed and promoted and how consumers are persuaded to buy their product. This study aims to analyze factors that influence consumers purchase intention on Xiaomi smartphone. Context of analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Survey method is conducted and respondents were chosen by using non-probability sampling with convenience technique. Data were analyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version 3. The result shows that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have significant positive influence on purchase intention for Xiaomi smartphone. Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content are needed to keep customers engagement and commitment to the Xiaomi social media platform, such as photo competition with Xiaomi camera. Social media allow consumers to post user-generated content (such as, online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Social media also allow company has conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through Brand Page, company can execute social media strategy, and if done correctly it will increase Xiaomi brand image and purchase of this product. Keywords: Brand Page Commitment, Brand Awareness, Electronic WOM, Brand Image, Purchase Intention

Sign in / Sign up

Export Citation Format

Share Document