文章基本信息

标题：THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY
本地全文：下载
作者：Siti Maria ; Tommy Pusriadi ; Yundi Permadi Hakim 等
期刊名称：Jurnal Manajemen Indonesia
印刷版ISSN：1411-7835
电子版ISSN：2502-3713
出版年度：2019
卷号：19
期号：2
页码：107-122
DOI：10.25124/jmi.v19i2.2234
出版社：Telkom University
摘要：The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. Abstrak Tujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan.
关键词：— Brand Awareness; Efektivitas Iklan; Minat Beli; Pemasaran Sosial Media; Word of Mouth.