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All Journal Jurnal Manajemen Bisnis Jurnal Manajemen Atma Jaya
Engelbertha Silalahi, Engelbertha
Universitas Katolik Indonesia Atma Jaya Jakarta
Economics, Econometrics & Finance

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EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS, FUNCTIONAL BRAND IMAGE, DAN HEDONIC BRAND IMAGE DARI PRODUK – PRODUK SAMSUNG GALAXY Hartanto, Hendry; Silalahi, Engelbertha
Jurnal Manajemen Vol 10, No 2 (2013): Jurnal Manajemen
Publisher : Jurnal Manajemen

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Abstract

The use of media as a channel of communication between producers and consumers has been growing rapidly. In connection with this, the authors conducted a study to determine the effectiveness of the use of social media to increase brand awareness, functional brand image, and hedonic brand image. This study used convenience sampling method to spread the questionnaire to 74 respondents. The collected data was tested for validity and reliability, and then analyzed using Analysis of Mean Score, Overall Mean Score, and Multiple Linear Regression. The results of research showed that the perception of traditional media has a significant influence on brand awareness, functional brand image, and hedonic brand image, while the perception of social media has a significant influence on the functional brand image and hedonic brand image, but the perception of social media has no effect on brand awareness.Key words: media sosial, brand awareness, brand image
EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS, FUNCTIONAL BRAND IMAGE, DAN HEDONIC BRAND IMAGE DARI PRODUK – PRODUK SAMSUNG GALAXY Hartanto, Hendry; Silalahi, Engelbertha
Jurnal Manajemen Vol 10 No 2 (2013): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (406.24 KB)

Abstract

The use of media as a channel of communication between producers and consumers has been growing rapidly. In connection with this, the authors conducted a study to determine the effectiveness of the use of social media to increase brand awareness, functional brand image, and hedonic brand image. This study used convenience sampling method to spread the questionnaire to 74 respondents. The collected data was tested for validity and reliability, and then analyzed using Analysis of Mean Score, Overall Mean Score, and Multiple Linear Regression. The results of research showed that the perception of traditional media has a significant influence on brand awareness, functional brand image, and hedonic brand image, while the perception of social media has a significant influence on the functional brand image and hedonic brand image, but the perception of social media has no effect on brand awareness.
Pengaruh Mediasi Work-Family Conflik Terhadap Hubungan Antara Faktor Penentu Work Domain Dan Work Domain Outcomes Nilawati, Levi; Silalahi, Engelbertha
Jurnal Manajemen Bisnis Vol. 5 No. 1: March 2014
Publisher : Universitas Muhammadiyah Yogyakarta

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Abstract

The current study suggest that some job insecurity, poor leadership relations, and poor influence at work may also have importance determinant. The relationship between work domain and work outcome domain was analysed on basis of the model in which work domain have an indirect effect on burnout, mediated by work-family coflict This study attempted to look at the influence of determinants and impacts of conflik family and work, taking into account the negative aspects of each of the variables, such as job insecurity, poor leadership relations, and poor influence at work. The implication of the finding and some future research for work-family conflict were also discussed.
Co-Authors Hendry Hartanto, Hendry Levi Nilawati, Levi