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Siti Maria
Universitas Mulawarman
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Journal : Jurnal Manajemen Indonesia

 1 
Pengaruh pada Social Media Marketing, Word of Mouth dan Efektiivtas Periklanan terhadap Brand Awareness dan Minat Beli Siti Maria; Tommy Pusriadi; Yundi Permadi Hakim; Dio Caisar Darma
Jurnal Manajemen Indonesia Vol 19 No 2 (2019): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v19i2.2234

Abstract

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. AbstrakTujuan 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. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.
Co-Authors A.A. Ketut Agung Cahyawan W Abi Bakri Aditya Firga Irawan Agustina Maulani Aini, Hekti Nur Al Hidayah, Rahmawati Alexander Sampeliling Alfianingrum, Alfianingrum Andina, Wida Anggi Oktawiranti Ansharullah Wisnu Wardana Apriyanto Apriyanto Apriyanto, Apriyanto Ariesta Heksarini Arif Firmansyah Arif Supendi Arifin, Rosanty Arisona Chony Ronaldy Arsilla, Urfi Aswindra, Jordy Stephano Ayu Sartika Chusnul asvica Dewi Cintya Feby Pratiwi Dio Caisar Darma Dirga Lestari DODDY Doddy Adhi Mursandi Doddy Adhimursandi Dwi Fajar Saputri Elfiana Septiya Rini Eri Nugraha Eti Sukadi, Eti Fahrianur, Deny Fathur Rahman Ferdhy Adhitya Putra Fikhofiyyi L.G, Faura Fitrianitha, Dessy Fitriansyah, Fitriansyah Halida, Baraqbah Hanifudin, Iza Hari Adi Suwondo HARI SAMPURNO Heksarini, Ariesta Heni Rahayu Rahmawati Hidayani Hilda Hilda Indriani Indriani Irsan Tricahyadinata Ismayanti Istanto Ismi Rija Nur Jaenal, Lestari Judijanto, Loso Justina Ade Judiarni Khusnul Sugiarto Kusma Maringan Lineker, Arru Gideon Loso Judijanto Maringan, Kusma Martiyanti, Dwi Miranda, Rezha Muhamad Reza Aswari Muhammad Faisal Akbar Muhammad Iqbal Muhammad Reza Raka Al Fathan Musdalifah Azis NOVI INDIANI Novita MZ Nur, Ismi Rija Nursy Resti Arsyiani Oky Yunan Setyadi Purwinahyu Purwinahyu Purwinahyu, Purwinahyu Rachmawaty, Arvita Raidatunnissa, Salma Rajib Mulyadi Rayi Dwitiya Meitasari Renaldi Aditia Isdiansyah Rezky Harini Riadi, Sukisno Selamet Ricco Yunanto Rini, Elfiana Septiya Robiansyah Robiansyah Rohana Nur Aini Ronaldy, Arisona Chony Said Saleh Fathurahman Sarifudin, Muhammad SATRIYAS ILYAS Sheila Shintya Shasha Sidae, Siti Hartina Siti Amalia Siti Bulkis Siti Masripah Sukisno S Riadi Sukisno S. Riadi Sukisno S. Riadi Sukisno Selamet Riadi Sukisno Selamet Riadi Sukma Nandha Krisnyongningtyas Sulastri, Dewi Sulistiawan, Deni Sundari, Sri Surahman Padhadiyatul Jensyah Syafani, Sani Syaharuddin Y Syarifah Hudayah Tasya, Shangrilla Tommy Pusriadi Wijayanti, Tri Cicik Wiwik Handayani Yolanda Velen Ticia Yomathan Pongtuluran Yonathan Pongtuluran Yonathan Pongtuluran Yonathan Pongtuluran Yundi Permadi Hakim Zainal Abidin Zainal Ilmi Zainal Ilmi