Peran Brand Awareness Memediasi Pengaruh Advertising Terhadap Keputusan Pembelian

Ardani, Dra. I Gusti Agung Ketut Sri; Ardani, I Gusti Agung Ketut Sri

doi:10.24843/ejmunud.2019.v08.i11.p09

Cited by 7 publications

(10 citation statements)

References 6 publications

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“…also found that Social Media Marketing has an effect on Brand Awareness via Facebook in the Mobile Services Sector in Egypt. In addition, Social Media Marketing affects Brand Awareness, it can be proven because it is supported by research that has previously been carried out by Endyana & Ardani (2019), showing the results of their research that Social Media Marketing has an influential and significant relationship with Brand Awareness.…”

Section: Relationship Between Social Media Marketing Brand Awareness ...mentioning

confidence: 74%

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The Role of Social Media Marketing, Brand Awareness and E-Wom to Increase Purchase Decision

Ellitan¹

2022

EKOMA

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Social capital plays an important role in the entrepreneurial process, research shows that social capital is strongly related to the creation of opportunities in several industries. Various platforms are used to build Brand Awareness online marketing tools are Social Media Marketing, and promotions carried out by customers by word of mouth (E-WOM), these two promotional techniques have an effect on improving a brand, thus making customers decide to make a purchase. Besides E-WOM, Brand Awareness is also the most important symbol in electronic word of mouth. In a sense, which states that if the existence of a brand is getting stronger, it will affect the subconscious of consumers, so that the wider the influence given to consumers frequently, the greater the influence for consumers to contemplate and discuss about the brand. Apart from that, there is an impact from the role of Social Media Marketing, which participates in upholding the brand to market the products sold. the use of social media provides an opportunity for companies to increase Brand Awareness of the brand, it is influenced by the use of social media which can increase the value of attractiveness, engage in communication between consumers, and increase consumer intimacy with the brand. This article aims to discuss the role of Social Media Marketing, Brand Awareness, and E-Wom in influencing consumer purchasing decisions.

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Section: Relationship Between Social Media Marketing Brand Awareness ...mentioning

confidence: 74%

“…It is important if the customer has knowledge of the brand, because if the customer does not know the use of the product, the customer will not buy it either (Herdana, 2015). According to Endyana & Ardani (2019), consumer recall of the brand from the lowest level to the highest level There are four, namely: 1. Top of Mind.…”

Section: Brand Awarenessmentioning

confidence: 99%

The Role of Social Media Marketing, Brand Awareness and E-Wom to Increase Purchase Decision

Ellitan¹

2022

EKOMA

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“…The advertising variable in this study uses a measuring tool adapted from Endyana and Ardani (2019). Advertising is offering activities to a society orally or in writing (news) about a product, service, or idea.…”

Section: Measurementmentioning

confidence: 99%

The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta

Itasari

Hastuti

2023

JCS

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Besides studying at school, online tutoring is a non-formal method of education delivery. One online tutoring is Ruang Guru's app, and it is still among competitors such as Zenius, tutoring conventional, and others. This research focuses on Ruang Guru's apps, which have always existed among students in Surakarta until now. This research uses descriptive quantitative. This research analyzes advertisements, word of mouth, and brand awareness toward buying Decision on Ruang Guru apps for students. The population is all SMU Negeri XYZ Surakarta students, with a total of 1.191 students, and about 100 students were selected as the respondent through a random sampling technique. Data collection techniques using questionnaires as primary data and documents from journals and books as secondary data. Data were analyzed using the Structural Equation Modelling - Partial Least Square (PLS). This research shows that advertisement and word of mouth significantly positively affect brand awareness. In addition, advertisement, word of mouth, and brand awareness positively affect buying decisions. Furthermore, advertisement and word of mouth significantly affect buying decisions through brand awareness. Therefore, it is suggested that companies continue to increase word-of-mouth promotions and advertisements related to consumer behavior in purchasing decisions.

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“…Berdasarkan data dari Statista, kunjungan web e-commerce pada kuartal pertama di tahun 2020, Shopee berada pada posisi teratas yakni 71,53 juta klik per bulan, Tokopedia pada peringkat nomor dua yakni 69,8 juta klik per bulannya. Dikutip dari Endyana & Ardani (2019), "kemunculan dari banyak pesaing yang bergerak di bidang bisnis online menuntut Tokopedia menginovasi teknik pemasaran yang dilakukan" Inovasi pemasaran Tokopedia pada masa pasca covid-19 memilki peluang besar dalam melaksanakan aktivitas pemasaran. Keberadaan Tokopedia menjadi sumber berbagai informasi diharapkan mampu merubah perilaku masyarakat.…”

Section: Gambar 2 Top 10 E-commerce DI Indonesia Kuartal I 2020unclassified

Peran Iklan Dan Brand Awareness Terhadap Niat Beli Pengguna Tokopedia Pada Pasca Covid-19

Setiari¹,

Ekawati²

2022

EJMUNUD

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Consumer needs in the advancement of the digitalization era by utilizing a marketplace that is quite attractive and provides convenience, especially during the post-covid-19 era. This study aims to examine the role of brand awareness in mediating the effect of advertising on purchase intention. The sample was taken by 100 respondents who live in the city of Denpasar, people who have never shopped online at Tokopedia. The analysis technique used is path analysis and using Sobel test. Research findings show, advertising and brand awareness have a positive and significant effect on purchase intention, and brand awareness is able to act as a mediator of the relationship between the influence of advertising on purchase intention at Tokopedia. Subsequent implementation is very important to innovate the advertisements displayed so as to strengthen brand awareness that is able to encourage purchase intention in a sustainable manner. Keywords:, advertising, brand awareness, purchase intention

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Peran Brand Awareness Memediasi Pengaruh Advertising Terhadap Keputusan Pembelian

Cited by 7 publications

References 6 publications

The Role of Social Media Marketing, Brand Awareness and E-Wom to Increase Purchase Decision

The Role of Social Media Marketing, Brand Awareness and E-Wom to Increase Purchase Decision

The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta

Peran Iklan Dan Brand Awareness Terhadap Niat Beli Pengguna Tokopedia Pada Pasca Covid-19

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