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All Journal Journal Of Management Science (JMAS) Jurnal Abdimas Maduma
Dorothea Wahyu Ariani
Universitas Mercu Buana Yogyakarta, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The effect of social media marketing activities on brand awareness, brand image and brand loyalty for the Netflix brand Richardi Fariandi; Dorothea Wahyu Ariani
Junal Ilmu Manajemen Vol 6 No 3 (2023): July: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v6i3.274

Abstract

This study aims to analyze how social media marketing activities influence brand awareness, brand image, and brand loyalty for the Netflix brand. This study uses primary data collected through a questionnaire research instrument. The sample in this research is 500 respondents who have subscribed or are currently subscribing to Netflix. This research is descriptive and verification in nature. The data in this study used the help of Statistical Product and Service Solution (SPSS) tools, and Structural Equation Modeling – Partial Least Square (SEM-PLS). Data analysis in this study Instrument Test Results stated that the data in this study proved to be valid and reliable. The results of this study prove that: (1) Social Media Marketing influences Brand Awareness positively and significantly, (2) Social Media Marketing influences Brand Image positively and significantly, (3) Social Media Marketing influences Brand Loyalty positively and significantly, (4) Brand awareness positively and significantly influences Brand Image, (5) Brand Awareness positively and significantly influences Brand Loyalty, (6) Brand Image positively and significantly influences Brand Loyalty. These results have implications for future researchers to examine how the influence of social media marketing of a brand influences brand awareness, brand image, and brand loyalty. The findings of this study have implications for brand owners to formulate social media marketing strategies that can influence brand awareness, brand image and brand loyalty.
Pengembangan Produk Wisata Berbasis Pengalaman Berkesan di Kampung Wisata Sawah Durimanis Dorothea Wahyu Ariani; Yetti Lutiyan Suprapto; Rina Dwiarti; Sabilla Saberina
JURNAL ABDIMAS MADUMA Vol. 5 No. 1 (2026): Januari, 2026
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/jam.v5i1.580

Abstract

Kampung wisata telah menjadi bisnis pariwisata yang menjadi satu sumber peningkatan kegiatan perekonomian suatu daerah. Berbagai usaha dari daerah setempat yang dibantu pemerintah telah berlomba-lomba mempercantik diri dan membranding diri untuk lebih dikenal dan diterima masyarakat. Kampung Wisata Sawah Durimanis merupakan satu kampung wisata di daerah Bantul, Yogyakarta yang berupaya untuk mengembangkan diri. Pendampingan, pelatihan, dan lokakarya untuk mengangkat kampung wisata tersebut telah banyak dilakukan. Keterlibatan pihak eksternal seperti influencer masih diperlukan untuk lebih mengangkat nama kampung wisata tersebut. Untuk naik tingkat, pemasaran online memang sangat diperlukan sesuai dengan perkembangan teknologi dan gaya hidup masyarakat. Kegiatan pendampingan dalam pengelolaan kampung wisata tersebut berupa pemberian pelatihan dan lokakarya, pembaruan media sosial, dan keterlibatan Generasi Z diharapkan dapat meningkatkan banyaknya kunjungan dan banyaknya wisatawan yang datang dan terlibat untuk memberikan kesan menarik dan mendalam terhadap kampung wisata tersebut. Kata Kunci : Wisata berbasis pengalaman berkesan; Generasi Z; Kampung wisata
Co-Authors Richardi Fariandi Rina Dwiarti Saberina, Sabilla Yetti Lutiyan Suprapto