The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

Maria, Siti; Pusriadi, Tommy; Hakim, Yundi Permadi; Darma, Dio Caisar

doi:10.25124/jmi.v19i2.2234

Cited by 54 publications

(61 citation statements)

References 42 publications

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“…Momany and Alshboul (2016) indicate a strong link between the social media communication efforts and brand awareness. Other studies point out the positive impact that brand awareness has on purchase intention, for example, Maria, et al, (2019) ;Bilgin, (2018);Ansariet al, (2019); Jamali and Khan, (2018) found that brand awareness positively affects purchase intention. Social media marketing is seen as trendiness component of communication which has a significant effect on brand awareness (Seo, & Park, 2018).…”

Section: Brand Awarenessmentioning

confidence: 97%

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Emini

Zeqiri

2021

Ekonomska misao i praksa

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The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

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Section: Brand Awarenessmentioning

confidence: 97%

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Emini

Zeqiri

2021

Ekonomska misao i praksa

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“…They recorded that out of 272.1 million Indonesians, uniquely, there are 338.2 million active mobile phone numbers. That number is much larger than the population compared to 175.4 million internet users and those who are active with social media 160 million (Maria et al, 2019). What are the habits of social media activists in Indonesia?…”

Section: Exist In Social Mediamentioning

confidence: 99%

Do Indonesians Dare to Travel During This Pandemic?

RAHMAWATI¹,

Achmad²,

Adhimursandi³

2021

GTG

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The Covid-19 pandemic that has hit the world has devastated the tourism sector. In Indonesia, the government continues to focus on bringing in tourists from various foreign countries. This study tries to explain whether Indonesian people dare to travel and what factors influence their intention to travel. We applied an explanatory quantitative approach in this study, where the survey supported online by involving 200 respondents spread throughout Indonesia. Characteristics of their age between 17 years - 60 years. SEM method for interpreting data. The findings of the analysis present that during pandemic, Indonesian people continue to travel by paying attention to Covid-19 health procedures. In addition, they also consider supporting factors such as traveling needs, safety during the traveling, and exist on social media needs that significantly influence traveling intention of traveling interest mediation. Family economic condition is a factor that plays a very important role in encouraging traveling intention because we proved it to be a moderating variable that has a significant effect on traveling interest in traveling intention. The interesting thing is that 94% of respondents did not reduce their desire to travel in 2021.

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“…Referring to Table 4, it can be concluded overall that H-1 has been rejected, while H-2, H-3, and H-4 are acceptable. This is based on the statistical provisions we adopted from Maria et al (2019). With a significance level, it is evident that SERVQUAL is the most dominant variable among others.…”

Section: Figure 2 Demographic Data For Respondentsmentioning

confidence: 99%

Can Servqual Mediate From the Store Atmosphere and Customer Satisfaction?

Ilmi

Darma

2020

Management Theory and Studies for Rural Business and Infrastructure Development

Self Cite

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J. Co donuts and Coffee is a restaurant-based franchise company that is in great demand by some people to enjoy a weekend or just hang out for a moment with family and colleagues. Their donuts, coffee, and yogurt products have been adapted to the tastes of the Indonesian people. However, some customers feel that there are still shortcomings in terms of store atmosphere, SERVQUAL, and customer satisfaction which we need to examine. The objectivity of this study is to test the extent of the relationship between the three variables. Samples were taken from 2 large outlets (Samarinda and Surabaya) as samples that we interviewed during March -June 2020. There are four hypotheses that will be tested using 350 valid questionnaires. As a result, three hypotheses were accepted that presented store atmosphere, and SERVQUAL had a positive relationship with customer satisfaction. The store atmosphere also has a positive effect on customer satisfaction through SERVQUAL. Thus, this study suggests an alternative model, so that all hypotheses can be accepted. J.Co donuts and coffee management must consider the store atmosphere and SERVQUAL as two important factors in maintaining customer satisfaction.

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The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

Cited by 54 publications

References 42 publications

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Do Indonesians Dare to Travel During This Pandemic?

Can Servqual Mediate From the Store Atmosphere and Customer Satisfaction?

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