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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Regina T. Saerang
Sam Ratulangi University
Economics, Econometrics & Finance

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SOCIAL MEDIA MARKETING AND ONLINE CUSTOMER ENGAGEMENT: THE MEDIATING ROLE OF ONLINE TRUST (CASE STUDY OF RENAN STORE IPHONE ONLINE RESELLER) Irene Potabuga; Willem J. F. A. Tumbuan; Regina T. Saerang
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (354.548 KB) | DOI: 10.35794/emba.v10i4.43783

Abstract

Today’s businesses are operating in an environment where customers are well-versed in social media and have easy access to technology. Social Media has changed the way businesses engage with their customers or potential customers. However, buying electronics online is prone to e-commerce fraud (not original, poor quality, etc.). This study aims to determine the effect of Social Media Marketing (X) on Online Customer Engagement (Z) with Online Trust (Y) as mediating variables in Renan Store (iPhone reseller) customers. This study uses 100 samples collected through an online questionnaire with a purposive sampling technique. The researcher conducted the path analysis method to analyze the effect of the independent variable on the dependent variable with the mediating variable. The results of this study indicate that Social Media Marketing positively and significantly affects Online Customer Engagement. This study also proves that Online Trust has a positive and significant relationship with Social Media Marketing. The results of this study have also shown that Online Trust can be used as a mediating variable for the effects of Social Media Marketing on Online Customer Engagement in Renan Store with an indirect effect of 0.323 which is greater than the direct effect of 0.285.
THE INFLUENCE OF HUMOR ADVERTISING, CONTENT MARKETING AND PSYCHOLOGICAL FACTORS ON BRAND AWARENESS IN SHOPEE’S YOUTUBE COMMERCIAL “SHOPEE COD (TUKUL ARWANA’S VERSION)” Claudio Enrico Gabriel Bate; David P. E. Saerang; Regina T. Saerang
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (801.927 KB) | DOI: 10.35794/emba.v10i4.43918

Abstract

The increasing of digital-based business, transforms traditional marketing into interactive marketing, where consumers can interact directly with brands. YouTube as one of the popular social media today also contributes to online advertising brand awareness. This study aims to analyze the Influence of Humor Advertising, Content Marketing, and Psychological Factors on YouTube Commercial towards Brand Awareness. The population in this study were students of Sam Ratulangi University. The sampling technique uses purposive sampling and obtained 100 respondents that were used as samples. Multiple regression analysis method is used to analyze the effect of the independent variable on the dependent variable. The results showed that partially Humor advertising had no effect on brand awareness while Content Marketing and Psychological Factors had a significant positive effect on brand awareness of YouTube Commercial. Simultaneously, Humor Advertising, Content Marketing, and Psychological Factors have a significant effect towards brand awareness on Youtube Commercial.
Co-Authors Claudio Enrico Gabriel Bate David P. E. Saerang Irene Potabuga Willem J. F. A. Tumbuan