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Journal : Journal Research of Social Science, Economics, and Management

Analysis of Acceleration Construction Project the Lecture Building at Politeknik Negeri Madura Using the Time Cost Trade off Method Herkunadi, Dimas Fitra; Witjaksana, Budi
Journal Research of Social Science, Economics, and Management Vol. 4 No. 11 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i11.909

Abstract

This study investigates the effectiveness of Social Media Marketing Activities (SMMA) on purchase intention, using Fitfuel as a case study. The research examines the impact of SMMA on brand awareness and customer trust, and how these two variables influence purchase intention. A quantitative approach was employed, using online questionnaires distributed to 200 respondents, supported by interviews with Fitfuel's management. The external and internal environment were analyzed through PESTEL, Porter’s Five Forces, competitor analysis, STP, Marketing Mix, VRIO, and SWOT. Results show that SMMA has a significant positive effect on both brand awareness and customer trust. In turn, both brand awareness and customer trust positively influence purchase intention. However, communication between consumers and the brand (as part of SMMA) was found to have a less significant effect compared to other indicators. The study presents a TOWS matrix and implementation plan to offer strategic actions for Fitfuel to optimize its digital marketing, strengthen brand perception, and increase conversion. This research contributes to understanding how digital marketing components affect customer behavior in the health food sector.
Co-Authors A. Asrijal Abdul Q, Muhammad Ali Hasymi Adam, Ijaz Adi Purwanto Adiputra, Reza Aditya, febri Agustian Setyagraha, Javan Akhmad Dahlan Alan Muin, Oskar Ezra Alfianti, Diah Mega Ali Imron, Mohammad Alifia Amalia, Mekar Meilisa Ardhiansyah, Widha Ardianto, Lukman Ari Purwanti Arifin, Syaadiah Ariyanto, Subkhan Asmoro, Mochamad Ranoe Balido, Pandji Thoha S. Cahyono, Febri Candra Kelana Putra, Utuh Dwi Candra M, Alang Dewi, Dita Dismalasari Eko Pramono Ernitasari, Windya Yunesti Esti Wulandari Eva Desembrianita Farchan, Muchamad Firdaus, Muhammad Bayu Gede Sarya, Gede Hamzah, Aulia Hanie Teki Tjendani, Hanie Teki Hardi, Edelbertus Lusius Hartawan, Ade Sholeh Hepiyanto, Rasio Hepiyanto, Rasio Herkunadi, Dimas Fitra Herry Widhiarto, Herry Ibnu Andli Marta Imron, Achmad Imron, Achmad Irfan, Bachtiar Muhammad Irma Martaningtyas, Irma Jaka Purnama K., Moh Ali Lutfi M. Khakimin, Achmad Lukmanul Langi, Jeffrey Payung Lendra Lendra Lesmana, Denny Indra Liza Husnita Lutfi, Moh Ali Meganda, Danniar Firdaus Meilasari, Shavica Kurnia Mochamad Nurcholis Mughni, Amalia Fathimah Azh Zhahra Muhammad Muhammad Muqaddas, Zaiful Nailufar, Linda Nofirman, Nofirman Nugraha, Budidarma Ardi Nurkaruniati, Titik Oetomo, Wateno Patriadi, Andi Permana, Midi Agus Pramadha, Ichsan Yanuansyah Prastyadi Wibawa Rahayu Pratondo W, Wahyu Proboretno, Wuri Purba, Ulfani Ikhwana Putri, Dwi Cahyani Rafi, Yudha Fatkur Raimundo, João Rakasyiwi, Gilang Ramadhan Reresi, Samuel Petrik Reresi, Samuel Petrik Ridha Annisa Imaniar Riduwan, Sanda Praja Ridwan, Ridwan Rohim, Abd. RR. Ella Evrita Hestiandari Sajiyo Sajiyo, Sajiyo Septa Intiar SETIAWAN, ENDIK Setyagraha, Javan Agustian Sudrajat, Didi Sugeng Hariyadi, Sugeng Sulistianto, Leo Agus Suroso Suroso Tamrin Fathoni Teguh Prasetijo, Christiawan Teki Tjendani, Hanie Tjendani , Hanie Teki Tjendani, Hani Teki Triska Bayu Wedananta, Komang Gede Veithzal Rivai Zainal Venusia A, M. Fajar Wahananto, Anang Wahyu Pamungkas, Rino Widyarso, Riza Wulandari , Esti Zesario Akbar, Rendy Zuhri, Syaefuddin