Pengaruh Media Sosial Terhadap Citra Merek  Dan Niat Beli

Suwarsih, Natalia; Gunawan, Theresia; Istiharini, Istiharini

doi:10.31539/costing.v4i2.2043

Cited by 10 publications

(10 citation statements)

References 7 publications

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“…Social media marketing will have an impact on consumers in their buying interests on a large scale where the existence of mediation variables in the form of brand image can improve performance on social media marketing effectively. The results of the data conducted in line with the review (Suwarsih et al, 2021) (Zhang et al, 2019) (Putra & Evanita, 2021). Hypotheses 10 Social media marketing will have an impact on consumers in their buying interests on a large scale where the mediation in the form of E-WOM can improve performance on social media marketing effectively.…”

Section: Hypothesessupporting

confidence: 65%

The Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam

Putra

Aprilson

2022

Jmbi

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This study aims to analyze the effect of social media marketing on purchase intention, as well as the relationship with brand awareness, brand image, and e-wom in the Batam City hospitality industry. The dependent variable in this study is purchase intention. The independent variables consist of social media marketing, brand image, e-wom and brand awareness. The sampling technique used in this research is purposive sampling. There are 2 types of data used in this study, namely primary data which is data received by researchers through the distribution of questionnaires to be processed. While secondary data is data collected through research articles, scientific journals, and others to meet research needs. The results showed that social media marketing variables had a significant positive effect on purchase intention, brand awareness, brand image and e-wom. The variables of e-wom, brand awareness, brand image, and social media marketing have a significant positive effect on purchase intention. Social media marketing variables have a significant positive effect on purchase intention through mediation of brand image, brand awareness and e-wom.

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Section: Hypothesessupporting

confidence: 65%

The Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam

Putra

Aprilson

2022

Jmbi

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“…This study describes the importance of responsive and effective social media management in influencing perception and intention to buy Generation Z against a brand. The existence of networking in promotion also influences behaviour purchases in Generation Z (Suwarsih et al, 2021).…”

Section: Consumerism Culture In South Jakartamentioning

confidence: 99%

Exposure to Technology and Social Media: A Study of Generation Z's Consumerist Culture in South Jakarta

Setiadi,

Sukmana,

Wahyudi

2024

AJESH

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This study investigates the cultural phenomenon of Generation Z consumerism in South Jakarta. Generation Z is one group that is highly exposed to the influence of social media and technology in the era of globalization and technological progress. This influence impacts the way they think and behave in terms of consumption. South Jakarta, a lively and representative city, is an interesting place to find out how consumerist culture influences the daily lives of the younger generation. The method used in this writing is by observation participatory and literature study with secondary data obtained from journal search websites such as Google Scholar and Scopus. To make it easier to search for data, the author also uses the Harzing: Published or Perished application. The relevant data is then converted into RIS data via the Mendeley Application. The RIS data is then reprocessed using the Vosviewer application, which is software that displays data visualizations containing the most research articles on culture. Generation Z consumerism. In writing an article this is what readers expect can understand how this consumerist culture not only creates specific shopping patterns but also influences the outlook on life and values believed by Generation Z. With a deeper understanding of the complex interactions between technology, social media, and consumerist culture, it is hoped that this research can provide contribution to sociological literature, especially in the context of social change caused by generational dynamics amidst urban development.

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“…Brand image can be influenced by social media (Schivinski & Dabrowski, 2016). The most important thing achieved through social media promotion is strengthening brand image (Suwarsih et al, 2021). Effectiveness and efficiency in promoting through Instagram make Instagram one of the preferred marketing tools to build a good brand image (Sulistiyo et al, 2020).…”

Section: Social Media Instagram and Brand Imagementioning

confidence: 99%

The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest

Utari

Arifudin²,

Yulida³

2023

Jurnal Ekonomi & Bisnis JAGADITHA

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The increasingly rapid development of the business sector in the era of digitalization has an impact on increasingly tight business competition, especially in the city of Pekanbaru. This requires business actors to be able to compete and attract the attention of consumers to be interested in buying products so they are not left behind. One way that business actors can do to face the increasingly competitive competition is through the formation of a positive brand image and the utilization of social media Instagram as digital marketing which is expected to influence consumer buying interest. The aim of this study is to analyze the influence of brand image and social media Instagram on consumer buying interest. Simple random sampling was used as the sampling method of this research by taking data through questionnaires from 120 respondents. SEM (Structural Equation Model) in AMOS 26 was used to analyze the data. The analysis results show that brand image and social media Instagram significantly influenced consumer buying interest. In addition, it was also found that social media Instagram significantly influenced brand image.

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Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

Cited by 10 publications

References 7 publications

The Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam

The Effect of Social Media Marketing on Purchase Intention in Improving Tourism Sector in Batam

Exposure to Technology and Social Media: A Study of Generation Z's Consumerist Culture in South Jakarta

The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest

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