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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Journal of Economic Education and Entrepreneurship Studies
Hansly Tunjang
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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.
Pengaruh Pengembangan Sumber Daya Manusia Terhadap Kinerja Karyawan Dengan Kreativitas sebagai Variabel Mediasi (Studi pada UMKM Pengrajin Rotan di Kota Palangka Raya) Erin, Airindanae Pratiwi; Roby Sambung; Rita Yuanita Toendan; Hansly Tunjang
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 4 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i4.4817

Abstract

Penelitian ini bertujuan untuk menguji pengaruh pengembangan sumber daya manusia terhadap kinerja karyawan dengan dimediasi oleh kreativitas. Teknik pengambilan sampel pada penelitian ini adalah sampling jenuh, dengan jumlah sampel 31 responden. Teknik pengumpulan data dilakukan dengan melalui penyebaran kuesioner online dan offline menggunakan Google Form dan observasi secara langsung. Alat uji analisis data menggunakan alat bantu aplikasi Smart Partial Least Square (SmartPLS) versi 4.0. berdasarkan hasil penelitian ditemukan bahwa pengembangan sumber daya manusia berpengaruh positif dan signifikan terhadap kinerja karyawan, pengembangan sumber daya manusia berpengaruh positif dan signifikan terhadap kreativitas, kreativitas berpengaruh positif dan signifikan terhadap kinerja karyawan, dan kreativitas mampu memediasi pengembangan sumber daya manusia terhadap kinerja karyawan.
Co-Authors Erin, Airindanae Pratiwi Ina Karuehni Noorjaya Nahan Peridawaty Rita Yuanita Toendan Roby Sambung