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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Keuangan dan Perbankan JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Tourism: Jurnal Travel, Hospitality, Culture, Destination, and MICE COMMICAST Journal of Management and Entrepreneurship Research International Journal of Management Science and Information Technology (IJMSIT) J-ESA (Jurnal Ekonomi Syariah) EKONOMIKA45 Jurnal Indonesia Sosial Teknologi IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Indonesian Journal of Economics, Business, Accounting, and Management
Ratna Roostika
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Al-Kharaj: Jurnal Ekonomi, Keuangan

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Social Media Marketing pada Perusahaan Oleh-oleh Lokal di Yogyakarta: Studi Kasus pada Instagram Bakpia Mandiri 214 Anggi Putri Jelita; Ratna Roostika
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.2332

Abstract

This research aims to test and analyze social media marketing at local souvenir companies in Yogyakarta (Case Study on Instagram Bakpia Mandiri 214). Model and hypothesis testing was carried out using a sample of 40 respondents. Data was taken directly using a questionnaire with a population of consumers or followers from Bakpia Mandiri 214 Instagram. Sampling used non-probability sampling techniques. Hypothesis testing uses the Structural Equation Modeling (SEM) model which is processed using the SMART-PLS program. The variables in this research are Social Media Activity, Brand Awareness, Brand Image, E-Wom, and Commitment. These variables form the objective of the hypothesis in this research. This research provides results that Social Media Activities have a positive effect on Brand Awareness. Social Media Activities have a positive effect on Brand Image, Brand Awareness has a positive effect on E-Wom. Brand Awareness has a positive effect on Commitment. Brand Image has a positive effect on E-Wom, Brand Image has a positive effect on Commitment.
Social Media Marketing pada Kopi Klotok Yogyakarta: Studi Empiris pada Instagram Kopi Klotok Dhiya Shafa Nabila; Ratna Roostika
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 12 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i12.4931

Abstract

The objective of this research is to test and analyze the influence of social media marketing activities, brand awareness, brand image, electronic word of mouth, and commitment. Testing of the model and hypothesis was done with a sample of 225 respondents who were Yogyakarta klotok coffee consumers. Purposive sampling was the method of sampling that was applied. Partial Least Square (PLS) versi 3.0 was used to process the study hypothesis before the Structural Equation Modeling (SEM) approach was created to test it. Social media marketing initiatives, brand awareness, brand image, electronic word- of-mouth, and commitment are among the data variables employed in this instance. Six hypotheses are based on these variables. It is established from the study's findings that social media marketing initiatives improve brand recognition and perception. Positive brand awareness and image impact electronic word-of-mouth. Brand recognition and image positively impact commitment
Co-Authors Abdul Kadir, Sarintan Anas Hidayat, Anas Andriyastuti Suratman, Andriyastuti Anggi Putri Jelita Audia Shifa Alifiana Auliya, Zakky Fahma Bafadal, Amalia Christin Susilowati Dhiya Shafa Nabila Fauziah, Rizka Fillah Kusumawati, Rizqi Adhyka Mauladi, Fachmi Ahmad Muafi, ' Muhammad Addien Riski Muhammad Suyanto, Muhammad Mumpuni, Punik Nasution, Hanny Safera, Vania Konita Sani Wijaya, Azizah Syakhira Iswan, Zahra Titik Kuntari Valentino, Calvin Wahyuningsih Wahyuningsih Wardhani, Nugrahani Puspa Wulandari, Alfia Putri Yulia Hendri Yeni Zaenal Arifin