Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Upadana, Made wahyu Krisna; Pramudana, Komang Agus Satria

doi:10.24843/ejmunud.2020.v09.i05.p14

Cited by 16 publications

(20 citation statements)

References 10 publications

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“…It can be interpreted that partially social media marketing what Kooka Coffee has done has a positive and insignificant effect on purchasing decisions made by Kooka Coffee consumers, so H1 is rejected. This result is not in line with research conducted by Upadana and Pramudana (2020), Narayana and Rahanatha (2020), as well as research from Purwaningsih and Susanto (2020) which shows social media marketing positive effect and significant to purchasing decisions. But the results in this study are in line with research conducted by Okadianiet al ( 2019) who found that social media marketing does not have a significant effect on purchasing decisions directly.…”

Section: Hypothesis Testingcontrasting

confidence: 85%

The Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products Using Brand Image as a Mediation Variable

Tauran

Andriani

Wahyuningtyas

et al. 2022

AGRISE

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This research is motivated by the increasingly high competition between coffee shops which encourages coffee shops to have more creative and innovative strategies. Some of the existing coffee shops have done social media marketing, which makes delivering product information easier, has affordable prices and has a broader market reach. Information that is shared through social media needs to be adequately packaged and attractively because it can increase customer satisfaction and brand image, which plays an essential role in the success of coffee shops during increasingly high competition. Kooka Coffee is the pioneer coffee shop that collaborates with clothing convection, producing advantages that other coffee shops do not. Kooka Coffee uses Instagram to share various marketing information that it hopes will increase its brand image in the minds of consumers and can have an impact in improving purchasing decisions. The goal of this study is to identify the most influential indicators on Kooka Coffee consumers' social media marketing, brand image, and purchasing decisions, as well as the effect of social media marketing on Instagram against brand image and purchasing decisions, and the influence of social media marketing on Kooka Coffee Malang consumers' purchasing decisions mediated by brand image.. This study used 100 respondents who were determined by the method purposive sampling<strong>. </strong>Analysis path used to calculate the effect between variables social media marketing with purchasing decision variables directly and indirectly through brand image. The analysis results show that social media marketing has a positive and significant effect on brand image, social media marketing positive and insignificant effect on purchasing decisions, brand image has a positive and significant impact on purchasing decisions, and brand image mediates with influence of social media marketing on buying decisions<strong>.</strong>

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Section: Hypothesis Testingcontrasting

confidence: 85%

The Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products Using Brand Image as a Mediation Variable

Tauran

Andriani

Wahyuningtyas

et al. 2022

AGRISE

View full text Add to dashboard Cite

show abstract

“…In line with previous studies whose research results state that brand awareness mediates the influence of social media marketing on buying decisions, which means that purchasing decisions are highly dependent on the level of brand awareness and also the level of social media marketing (Upadana & Pramudana, 2020).…”

Section: Discussionsupporting

confidence: 91%

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

Sugana

Gunawan²

2022

jrbm

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The purpose of this study was to determine the role of brand awareness that mediates the effect of social media Instagram on purchase intention. This research is quantitative in nature using the SEM (Structural Equation Model) method to test the effect of these three variables. The research respondents were 111 people who were followers of the Coffee Toffee Cafe Bandung Instagram account. Data was collected by distributing questionnaires via google form using convenience sampling technique. The results of this study indicate that brand awareness mediates the effect of social media Instagram on purchase intention significantly and positively at Cafe Coffee Toffee Bandung. Based on the results of this study, it is recommended that the Bandung Coffee Toffee Cafe continues to maintain and improve social media Instagram because it can increase brand awareness and purchase intention from its consumers.

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“…According to Upadana and Pramudana (2020), brand awareness is one of the results of branding. Brand awareness is a person's ability to remember or recognize a particular brand or product spontaneously or with specific keywords.…”

Section: Brand Awarenessmentioning

confidence: 99%

Increasing the Brand Awareness of Heyboba Drinks to Its Target Market Through Instagram

Dewi

Ibrahim²

2022

katakita

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Heyboba is an SME that sells boba drinks that experienced a decline of about 50% in its sales. The writer conducted a survey using Google Forms on customers and non-customers. The results show that the problem that caused the decline in sales is the lack of brand awareness from the target market, such as many people do not know Heyboba and its USP. It happened because Heyboba was less active in informing its USP on social media. Therefore, the writer decided to create USPs content as a solution where the content highlights the USPs of Heyboba like the low product price, delicious and different taste of boba, having delivery services, and having a point card on Instagram according to the branding theory by Mira Shabrina (2015). By displaying the USPs of Heyboba, the writer believes that it can increase the brand awareness of the target market and increase Heyboba's sales.

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Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Cited by 16 publications

References 10 publications

The Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products Using Brand Image as a Mediation Variable

The Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products Using Brand Image as a Mediation Variable

Effect Instagram on Purchase Intention by Brand Awareness During Pandemic

Increasing the Brand Awareness of Heyboba Drinks to Its Target Market Through Instagram

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