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All Journal Proceeding International Conference on Information Technology and Business JMM (Jurnal Masyarakat Mandiri) Jurnal Abdi Masyarakat Saburai (JAMS) Innovative: Journal Of Social Science Research
Rahmawati, Lilla
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Other

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Journal : Proceeding International Conference on Information Technology and Business

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Factors Affecting SMEs in Bandar Lampung to Use Instagram Ads Prasetyo, Adi; Rahmawati, Lilla; Paramitasari, Niken
Prosiding International conference on Information Technology and Business (ICITB) 2023: INTERNATIONAL CONFERENCE ON INFORMATION TECHNOLOGY AND BUSINESS (ICITB) 9
Publisher : Proceeding International Conference on Information Technology and Business

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Abstract

This research aimed to determine the factors that influence SMEs in Bandar Lampung to advertise using the Instagram Ads feature. The population used in This research is about SMEs who have used the Instagram Ads feature with up to 100 samples were taken using the purposive sampling technique. The data analysis method in this study was the Cochran Q Test. The results of this research were 8 factors that influence SMEs in Bandar Lampung to advertise using features Instagram Ads. These factors are the influence of Instagram Ads on sales/revenue, there are default audience settings in Instagram Ads, Instagram Ads can be customized, Instagram Ads costs are cheap, there are audience settings Instagram Ads, audiences on Instagram Ads can be adjusted, settings on Instagram Ads is easy, and payment on Instagram Ads is easy. SMEs can use this factor as a reference for advertise on Instragram Ads or other platforms for digital marketing activities.Keywords— SMEs, Cochran Q Test, Instagram Ads, Digital Marketing
The Influence of Social Media Marketing, Electronic Word of Mouth, and Brand Image through Social Media TikTok on Purchase Intention of Lafiye Hijab Products Tsaqifah, Zafira; Rahmawati, Lilla
Prosiding International conference on Information Technology and Business (ICITB) 2023: INTERNATIONAL CONFERENCE ON INFORMATION TECHNOLOGY AND BUSINESS (ICITB) 9
Publisher : Proceeding International Conference on Information Technology and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study was to investigate the impact of Social Media Marketing, Electronic Word of Mouth, and Brand Image on consumer purchase intention for Lafiye Hijab products through Tiktok on social media. This condition has led to increasingly fierce competition in the fashion industry. The research methods used in this research are quantitative methods. The number of samples used in this study were 100 respondents. Data collection was carried out using a questionnaire distributed online to Lafiye Hijab consumers in Indonesia. The analytical technique used is multiple linear with the help of SPSS to determine whether there is a positive relationship between Social Media Marketing, Electronic Word of Mouth, and Brand Image on consumer purchasing intention for Lafiye Hijab products.Keywords— Social Media Marketing, E-WOM, Brand Image, Purchase Intention, Tiktok
Co-Authors Adi Prasetyo Asnusa, Soraya Kusuma, Rizfan Radya Widyan Aditya M Said Hasibuan Paramitasari, Niken Saputra, Agus Saputra, Andre Defrian Saputra, M David Tsaqifah, Zafira Wibaselppa, Anggawidia