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p-Index From 2020 - 2025
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This Author published in this journals
All Journal SEEIJ (Social Economics and Ecology International Journal) Journal of Management, Economic, and Financial
Srihadi, Tara Farina
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Effect of Social Media Marketing on Brand Awareness to Purchase Intention on Apartment Products Syafitri, Elza; Syahil, Moh. Choiru; Pancoro W., Rudi Wahyu; Srihadi, Tara Farina
Journal of Management Economic and Financial Vol. 3 No. 3 (2025): Journal of Management, Economic and Financial
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jmef.v3i3.81

Abstract

This study examines the influence of social media marketing on brand awareness and purchase intention for apartment products. In the digital marketing era, platforms such as Facebook, Instagram, and Twitter are key in reaching and interacting with target audiences. This study aims to identify and determine how the influence of content creation involvement and attributes of social media marketing (SMM) activities in order to influence brand awareness and subsequently increase purchase intention in purchasing apartment products, Corporate Credibility and Brand Self Congruity variables are also added in order to identify the influence on purchase intention. The research method used is using the PLS-SEM calculation method. The research findings show that social media marketing activities, especially the factors of Interaction, Entertainment, Customization, Trendiness and Electronic Word-of-Mouth have a significant effect on brand awareness, among these factors the most influential on Brand Awareness is Electronic Word-of-Mouth. In addition, Brand Awareness, Corporate Credibility and Brand Self-Congruity are proven to have a significant positive relationship with Purchase Intention, but among these variables that have a significant influence is Brand Self-Congruity. This research was conducted in urban areas in Jakarta, Bogor, Depok, Tangerang and Bekasi, which requires further research to cover other major cities in Indonesia and consider additional variables that influence the overall purchasing decision process specifically for Apartment products. Insights from this research are useful for marketers or developers or entrepreneurs interested in the property sector, especially in formulating digital marketing strategies and the use of social media marketing to increase brand visibility and purchase motivation.
Assistance in Processing Seaweed Cultivation into Souvenir Products of South Sulawesi Province Srihadi, Tara Farina
SEEIJ (Social Economics and Ecology International Journal) Vol. 6 No. 1 (2022): Maret
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/seeij.v6i1.9297

Abstract

Indonesia is one of the largest seaweed producers in the world. Indonesia's seaweed production reached 9.12 million tons in 2021. Seaweed is one of the leading exports of Indonesian fishery products. South Sulawesi produced 3.79 million tons of seaweed in 2021, making South Sulawesi as the province in Indonesia with the largest seaweed production. Fishery resources in the Makassar Strait waters have many advantages. If the fishery resources were optimally developed, they will become a source of new economic growth for Indonesia in the future. Various products derived from processed seaweed produced by small and medium enterprises (SMEs) range from food to seaweed soap. The obstacle faced in marketing these products abroad is the regulations set by the destination country related to standardization of product quality. These constraints indicate the need for various trainings needed by SMEs craftsmen to improve the quality of products derived from processed seaweed so that they can meet the quality standard requirements in the destination country. With the development of SMEs in the seaweed cultivation sector, these enterprises can make a significant contribution to employment, income, and regional development in a sustainable manner.
Co-Authors Pancoro W., Rudi Wahyu Syafitri, Elza Syahil, Moh. Choiru