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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Entrepreneurial and Business Diversity
I Wayan Wirga
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Decision Sciences, Operations Research & Management

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Does Brand Awareness Mediate the Effect of Social Media Marketing on Purchase Intention? PUTRA, I Komang Mahayana; GEDE, I Gusti Ketut; WIRGA, I Wayan; SANJAYA, Ida Bagus; YASA, I Ketut
Journal of Entrepreneurial and Business Diversity Vol. 2 No. 3 (2024): Journal of Entrepreneurial and Business Diversity. (July-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v2i3.133

Abstract

Purpose: This research examines the role of brand awareness in mediating the effect of social media marketing on purchase intention for MS Glow Men products.  MS Glow Men is a skincare brand specifically for men and men made from natural ingredients, which is quite well known among men's skincare product users.  Botanicals conducted this research in Denpasar City. Methodology: Research data was collected using an online questionnaire with a sample size of 100 respondents. The sample determination method uses a non-probability sampling method, namely purposive sampling. This research uses path analysis techniques. Findings: The research results show that social media marketing has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on brand awareness; brand awareness has a positive and significant effect on purchase intention; and brand awareness mediates the effect of social media marketing on purchase intention.  Implication: The MS Glow Men company should increase interactive content on social media, create exciting campaigns, and focus more on introducing the advantages of its products compared to competitors.
Market Orientation dan Pengaruhnya terhadap Kinerja Perusahaan (Studi pada Hotel Non Bintang di Kabupaten Badung) Wirga, I Wayan
Jurnal Aplikasi Manajemen Vol. 7 No. 3 (2009)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1241.287 KB) | DOI: 10.21776/

Abstract

The research goal is to find out the influence size of the practical aspect of marketing with market orientation which consists of sub-variables such as relationship oriented, fragmented oriented, and consumer oriented toward non stars hotel performance in Badung Regency. The type of this research is explanatory research. By using multiple regression analysis, the practical aspect of marketing with market orientation has significance influence towards non star hotel performance in Badung Regecy not only partially but also simultaneously. The strengths and weaknesses of the association is indicated by correlation coefficient of 71.3%, and the contribution of the practical aspect marketing with market orientation towards the industry performance is indicated by R square of 50.8%. The other result of this research is that the practical aspect of marketing with market orientation which focused on optimally internal performance (fragmented oriented) has the biggest influence towards industry performance that is 42.8%.
Co-Authors Gede, I Gusti Ketut Putra, I Komang Mahayana SANJAYA, IDA BAGUS Yasa, I Ketut