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p-Index From 2020 - 2025
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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Journal of Economic Education and Entrepreneurship Studies
Noorjaya Nahan
Unknown Affiliation
Economics, Econometrics & Finance

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The Effectiveness of Social Media Marketing in Building Brand Awareness for Startups Ina Karuehni; Peridawaty; Noorjaya Nahan; Rita Yuanita Toendan; Hansly Tunjang
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 4 (2024): VOL. 5, NO. 4 (2024): JE3S, DESEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i4.4582

Abstract

This study aims to analyze the effect of social media as a marketing tool on brand awareness in startups. Using quantitative methods, this study collected data through questionnaires distributed to consumers who interacted with startups on social media platforms. Multiple linear regression analysis was used to evaluate the influence of frequency of social media use, content type, interaction with consumers, and duration of use on brand awareness. The results showed that all independent variables had a positive and significant influence, with creative content type as the most influential factor. The study found that consistency in the frequency of social media use and active interaction with consumers also contributed significantly to increased brand recognition. Although the duration of social media use showed a positive influence, there were 30.8% of other variables not identified in this study, such as word-of-mouth and offline marketing strategies. These findings emphasize the importance for startups to utilize social media effectively in building brand awareness, while considering other factors that can affect brand recognition.
The Effect of Product Quality on Repurchase Intention Mediated by Word of Mouth Variable in Traditional Dayak Cuisine Restaurants in Palangka Raya City Susanto, Rizky Bagus; Lelo Sintani; Noorjaya Nahan; Luluk Tri Harinie
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i6.5936

Abstract

This study explore the effect of Product Quality on Repurchase Intention, mediated by Word of Mouth, in traditional Dayak cuisine restaurants in Palangka Raya City. The research aims to analyze how product quality influences customer satisfaction and the likelihood of repeat visits. Employing a quantitative descriptive method, data was collected from customers of Kedai Om Nun and Rumah Makan Samba using a structured questionnaire. The findings reveal that product quality significantly affects repurchase intention, both directly and indirectly through word of mouth. High-quality products lead to positive consumer experiences, fostering word-of-mouth promotion that encourages repeat purchases. These results suggest that maintaining product quality is essential for enhancing customer loyalty and satisfaction in the culinary sector.
Co-Authors Hansly Tunjang Ina Karuehni Lelo Sintani Luluk Tri Harinie Peridawaty Rita Yuanita Toendan Susanto, Rizky Bagus