PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION (Studi Kasus : SMK Kesehatan Sanjiwani Gianyar)

Putra, I Dewa Putu Gede Wiyata; Aristana, Made Dona Wahyu

doi:10.24843/eeb.2020.v09.i11.p01

Cited by 18 publications

(28 citation statements)

References 2 publications

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“…Social media significantly influences purchasing intention, according to research by Kuspriyono and Nurelasari (2018), Balakrishnan, et al (2014), Priatni, et al (2020), and Putri's Research Results (2016. The findings of this study, however, conflict with those of Putra & Aristana's (2020) study, which found that social media had no discernible impact on purchase intention.…”

Section: Because Everyone Can View What Other People E Issn 2621-749xcontrasting

confidence: 99%

The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

Solihin

Ahyani²

2022

bijak

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This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study's demographic. Purposive sampling was employed to select samples from up to 150 respondents. SEM (Structural Equation Model) analysis with the SMART PLS program was employed for the data analysis. The research showed that social media and electronic word-of-mouth (E-WOM) had a favorable and significant impact on brand perception. Brand image can act as a mediator between Electronic Word of Mouth (E-WOM) and social media factors on purchase intention. E-WOM and social media have a favorable and significant impact on purchase intention. The findings of this study suggest that social media and electronic word-of-mouth (E-WOM) can, directly and indirectly, improve purchase intention through brand image.

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Section: Because Everyone Can View What Other People E Issn 2621-749xcontrasting

confidence: 99%

The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

Solihin

Ahyani²

2022

bijak

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“…Pada penelitian Putra & Aristana (2020) terdapat kesimpulan penelitian ini memiliki hasil SMM (Social media marketing) memberi pengaruh pada BA. Sejalan dengan hasil penelitian Priatni, Hutriana, & Hindarwati (2020) bahwa strategi promosi bisa bermanfaat untuk perusahaan yakni berbentk kesadaran dari pelanggan terhadap merek ataupun Brand awareness.…”

Section: The Environment (Social Media Marketing)unclassified

Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang)

Pratama

Dewi

Wijayanto

2022

J. Ilmu Admin. Bis.

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The industrial era 4.0 causes tough competition in the business, which needs to be more aggressive in marketing on social media, such as through Viral marketing. Sunscreen Wardah has tried to do viral marketing in order to increase consumer brand awareness, but it has not had a specific effect on sales of these products. So by looking at the existing problems, this research was conducted with the aim of knowing the Effect of Viral Marketing on Wardah Sunscreen Purchase Decisions through Brand awareness as an Intervening Variable which was tested based on variables but was described through the influence of each dimension/independent variable indicator. The number of samples was 100 respondents with non-probability sampling technique, namely purposive sampling. Data collection techniques were carried out through questionnaires, literature studies, and interviews. This type of research is explanatory research which is processed using SmartPLS 3.3.3 software with the results that the messenger (Celebrity endorser) variable in Viral marketing has an insignificant negative effect on the Brand awareness variable, The message variable (advertising message) has a significant positive effect on Brand awareness, The environment variable (Social media marketing) in Viral marketing has a significant positive effect on Brand awareness, the Brand awareness variable has a significant positive effect on Purchase Decisions, each Viral marketing dimension has a different influence on Purchase Decisions through Brand awareness. The dimensions of The messenger in the indirect effect on the Purchase Decision variable have an insignificant negative effect, The message in the indirect effect on the Purchase Decision variable has a significant positive effect, and The environment in the indirect effect on the Purchase Decision variable has a significant positive effect.Era industri 4.0 dan perkembangan teknologi mengubah perilaku konsumen yang semula biasa berbelanja secara langsung menjadi berbelanja online. Hal tersebut menyebabkan persaingan ketat dalam bisnis termasuk bidang kosmetik yang perlu semakin gencar melakukan pemasaran di media sosial, seperti melalui Viral marketing. Sunscreen Wardah telah berupaya melakukan Viral marketing demi meningkatkan Brand awareness konsumen, namun belum berpengaruh secara spesifik terhadap penjualan produk tersebut. Sehingga dengan melihat permasalahan yang ada, penelitian ini dilakukan dengan tujuan mengetahui Pengaruh Viral marketing Terhadap Keputusan Pembelian Sunscreen Wardah Melalui Brand awareness Sebagai Variabel Intervening yang diuji berdasarkan variabel namun dijabarkan melalui pengaruh dari masing-masing dimensi/indikator variabel bebas (independent variable). Jumlah sampel sebanyak 100 responden dengan teknik pengambilan sampel nonprobability sampling yaitu purposive sampling. Teknik pengumpulan data dilakukan melalui kuesioner, studi pustaka, serta wawancara. Tipe penelitian ini ialah explanatory research yang diolah menggunakan software SmartPLS 3.3.3 dengan hasil variabel The messenger (Celebrity endorser) dalam Viral marketing memiliki pengaruh negatif tidak signifikan terhadap variabel Brand awareness, variabel The message (pesan iklan) berpengaruh positif signifikan terhadap Brand awareness, variabel The environment (Social media marketing) dalam Viral marketing berpengaruh positif signifikan terhadap Brand awareness, variabel Brand awareness berpengaruh positif signifikan terhadap Keputusan Pembelian, masing-masing dimensi Viral marketing memiliki pengaruh yang berbeda terhadap Keputusan Pembelian melalui Brand awareness. Dimensi The messenger dalam indirect effect terhadap variabel Keputusan Pembelian memiliki pengaruh negatif tidak signifikan, The message dalam indirect effect terhadap variabel Keputusan Pembelian memiliki pengaruh positif signifikan, serta The environment dalam indirect effect terhadap variabel Keputusan Pembelian memiliki pengaruh positif signifikan.

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“…Minat beli adalah suatu proses perencanaan pembelian oleh seseorang terhadap suatu produk dengan mempertimbangkan beberapa hal, diantaranya jumlah produk, merek, dan sikap dalam mengkonsumsi produk tersebut [23], [24]. Minatbbeli dapat diidentifikasikan dengan indikator-indikator yaitu minat transaksional, minat referensial, minat preferensial, minat preferensial, minat eksploratif [25].…”

Section: Pendahuluanunclassified

Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening

Muchtar

Hurriyati

Dirgantari

et al. 2022

INFEB

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Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bisnis yang potensial. Shopee termasuk jenis e-commerce C2C, yaitu C to C (Consumer to Consumer) yang merupakan perdagangan antara individu dengan konsumen. C to C dapat dikatakan transaksi dimana konsumen menjual produk secara langsung kepada konsumen lain dengan menggunakan media elektronik atau online. Shoope merupakan perusahaan e-commerce yang memiliki pangsa pasar tertinggi diantara e-commerce lainnya namun menduduki posisi ketiga di tahun 2022 sebagai e-commerce yang paling diminati. Hal tersebut mengindikasikan bahwa purchase intention mengalami penurunan pada e-commerce Shoppe dan peneliti tertarik untuk menelitinya. Tujuan penelitian ini untuk mengetahui gambaran dan pengaruh variabel digital advertisng terhadap purchase intention yang dimediasi oleh brand awerness. Metode penelitian menggunakan metode kuantitatif dengan analisis deskriptif. Sampel penelitian sebanyak 100 responden. Hasil penelitian menunjukkan bahwa digital advertising berpengaruh positif signifikan terhadap brand awerness, brand awerness berpengaruh positif signifikan terhadap purchase intention, digital advertising berpengaruh positif signifikan terhadap purchase intention. Selain itu, adanya peran brand awerness dalam memediasi pengaruh digital advertising terhadap purchase intention.

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION (Studi Kasus : SMK Kesehatan Sanjiwani Gianyar)

Cited by 18 publications

References 2 publications

The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang)

Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening

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