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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen Journal of Research in Business, Economics, and Education
Handono, Artiar Anjani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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INFLUENCE OF SOCIAL MEDIA THROUGH INSTAGRAM (@tridaya. Cirebon) TO PURCHASE DECISION WITH BRAND AWARENESS AS VARIABLE INTERVENING Handono, Artiar Anjani; Madiawati, Putu Nina
Journal of Research in Business, Economics, and Education Vol 1 No 2 (2019): December Edition
Publisher : STIE Kusuma Negara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (271.462 KB)

Abstract

Tridaya is one of the tutoring service providers in Indonesia, has a spread of 26 branches throughout Java. One of the branches is in Cirebon city. Along with the development of the current digitalization, it can also affect the environment of the increasingly dynamic, one of which is the use of social media as a platform that supports the development of social relations through cyberspace. Due to the many users, making business people feel that with the development of the number of social media users today, can also support their business to remain sustainable. So researchers want to know the impact of social media through Instagram to purchase decisions through brand awareness as a variable intervening is the purpose of this research. The method of data analysis used in this research is Structural Equation Modeling (SEM), which uses data processing application SmartPLS. In the results of a descriptive study of the respondents responses to the social media variables, variable brand awareness and variable purchase decisions are in good category. As for the hypothesis testing conducted by looking at the T-Statistic value of the results of the data show that all the proposed hypothesis was received, so it can be concluded that in this study the impact of social media through Instagram @tridaya. Cirebon has a positive and significant effect on purchasing decisions with variable brand awareness as a Intervening medium.
PENGARUH SOCIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN, MELALUI BRAND AWARENESS Handono, Artiar Anjani; Madiawati, Putu Nina
JURISMA : Jurnal Riset Bisnis & Manajemen Vol 11 No 1: April 2021
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v11i1.2768

Abstract

Tridaya is one of the tutoring service institutions in the city of Cirebon. In the last 3 periods, there has been a decrease in the number of students from each period. The very rapid development of social media is currently being used by Tridaya as a medium to communicate its products. So that the purpose of this study is that the researcher wants to know the magnitude of the influence of social media through Instagram on purchasing decisions through brand awareness as an intervening variable. The data analysis method used in this study is Structural Equation Modeling (SEM) with the use of a data processing application, namely SmartPLS. The results of descriptive research regarding respondents' responses to social media variables, brand awareness variables, and purchasing decision variables are in a good category. To test the hypothesis by looking at the t-statistic value, it shows that all the proposed hypotheses are accepted, so it can be concluded that in this study social media through Instagram @ Tridaya. Cirebon has a positive and significant effect on purchasing decisions with brand awareness as an intervening medium.
Co-Authors Putu Nina Madiawati