The Effect of Social Media to the Brand Awareness of A Product of A Company

Tarigan, Riswan Efendi; Tritama, Hansel Bagus

doi:10.21512/commit.v10i1.904

Cited by 8 publications

(8 citation statements)

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“…Penelitian terdahulu dari Dewi & Jatra (2018) mengatakan bahwa social media marketing menggunakan social media berpengaruh positif dan signifikan terhadap brand awareness. Tarigan & Tritama (2016) juga menemukan bahwa Media Sosial berpengaruh positif pada Kesadaran Merek terhadap Produk Perusahaan. Elaydi (2018) juga menemukan bahwa Pemasaran Media Sosial berpengaruh pada Kesadaran Merek melalui Facebook pada Sektor Layanan Seluler di Mesir.…”

Section: Pendahuluanunclassified

“…Semakin baik tingkat Social Media Marketingnya, maka tingkat Brand Awareness pada Starbucks Coffee juga akan semakin baik. Hasil ini sesuai dengan penelitian sebelumnya yang dilakukan oleh Dewi & Jatra (2018), Tarigan & Tritama (2016), Elaydi (2018), Jokinen (2016), Colicev et al (2018), Stojanovic et al (2018) dan Yapa (2017) Berdasarkan hasil analisis pengaruh Brand Awareness terhadap Keputusan Pembelian diperoleh nilai Signifikansi sebesar 0,000 dengan nilai koefisien beta 0,437 bernilai positif. Nilai Signifikansi 0,000 < 0,05 mengindikasikan bahwa H0 ditolak dan H3 diterima.…”

Section: Gambar 2 Validasi Diagram Jalur Akhirunclassified

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Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Upadana

Pramudana

2020

EJMUNUD

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In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions

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Section: Pendahuluanunclassified

Section: Gambar 2 Validasi Diagram Jalur Akhirunclassified

Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Upadana

Pramudana

2020

EJMUNUD

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“…Social media are applied based on web 2.0 which allows users to upload their content. Social media allows the convention of messages and the interaction among a high number of individuals (Tarigan & Tritama, 2016).…”

Section: Basic Purpose Of Social Media Usage By Businessesmentioning

confidence: 99%

Functionalities of Social Commerce used by SME during Pandemic

2022

IJMCNM

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Due to Covid-19 and to the lockdown enterprises are trying to find ways to continuously sell and promote their products even if their physical shops are closed. Online shopping has been increasing during the pandemic which helps enterprises to remain profitable. Social media are used as e-commerce channels from small and medium enterprises due to the lack of time, budget, and to their useful functionalities. This paper is addressing social commerce functionalities that are used from enterprises in order to remain competitive in the market during the lockdown. In this paper these functionalities are been evaluated and examined in order to find their advantages and disadvantages. The results of this evaluation were that the functionalities of social commerce can benefit SME during pandemic as they don't demand physical contact which is mostly prohibited during pandemic, they are affordable, they don't need much time to be implemented, and also the audience is already gathered and active on social media. However, enterprises should choose the most suitable function for them based on their product and their audience. Social commerce is proven to be useful as a selling channel to small and medium enterprises during the pandemic.

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“…Jejaring sosial telah bertransformasi menjadi digital marketing tool dan digital selling. Penggunaan jejaring sosial sebagai alat promosi penjualan telah terbukti meningkatkan penjualan (Puspitarini & Nuraeni 2019) juga sekaligus meningkatkan kesadaran merek (Akbar, 2018;Barri & Saerang, 2017;Tarigan & Tritama 2016).…”

Section: Abstrakunclassified

Pemanfaatan Digital Marketing Untuk Pengembangan Bisnis Pada Karang Taruna Permata Alam Permai Gedangan Sidoarjo

Santoso¹,

Fianto²,

Ardianto³

2020

JLM

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Nowadays, the development of social media and marketplaces as part of information technology contributes to business activities. This development has also changed the pattern and map of market competition to become much more competitive. Therefore, mastery of the use of social media and marketplaces is important and strategic that every business actor must have. However, this is in contrast to business people who are still pioneering or have just started their business, such as the youth at Karang Taruna Permata Alam Permai Gedangan Sidoarjo. With minimal knowledge and insight about social media and marketplaces it can hinder them from developing their start-up businesses. Therefore, this community service activity aims to increase the insight and knowledge of the Karang Taruna Permata Alam Permai Gedangan Sidoarjo in the use of social media and marketplaces to develop business. The methods used in the implementation of community service activities include training and mentoring related to increasing knowledge and insight. Knowledge and insight referred to in this activity is the use of information technology. This information technology can be used to develop a wider marketing reach. This activity has been going well and has an important contribution in improving the quality of the Permata Alam Permai Gedangan Sidoarjo Youth Organization which has been able to apply social media and marketplaces as part of the digital marketing tool. The use of this media can also encourage increased sales due to the development of exposure of the products being sold

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The Effect of Social Media to the Brand Awareness of A Product of A Company

Cited by 8 publications

References 0 publications

Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian

Functionalities of Social Commerce used by SME during Pandemic

Pemanfaatan Digital Marketing Untuk Pengembangan Bisnis Pada Karang Taruna Permata Alam Permai Gedangan Sidoarjo

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