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All Journal International Journal of Management Science and Application Jurnal Serina Ekonomi dan Bisnis Jurnal Serina Abdimas
Nawawi, M.Tony
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Effect of Social Interaction, Social Media on Brand Equity and Purchase Intention of Starbucks Brand Djakasaputra, Arifin; Nawawi, M.Tony
International Journal of Management Science and Application Vol. 4 No. 1 (2025): IJMSA
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v4i1.413

Abstract

Building brand equity is extremely important because it serves the company's identity and is one of the main factors in consumer decision-making when purchasing a product. In the digital age, social interaction and social media are key factors that determine consumer perceptions of a brand. This study aims to examine the influence of social interaction and social media on brand equity and its impact on consumer purchase intention, using Starbucks in Jakarta as a case study. This study uses a non-probability sampling method with a purposive sampling technique on 120 respondents who are Starbucks customers. The research instrument was measured using a Likert scale with several indicators for the social interaction, social media, brand equity, and purchase intention variables. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The research results indicate that social media has a positive and significant influence on brand equity, and social interaction also has a positive and significant influence on brand equity, while brand equity is proven to have a positive and significant influence on consumer purchase intention. This finding confirms the importance of social media-based marketing strategies and social interaction in enhancing brand equity, which can ultimately drive consumer purchase intention. The implications of this research contribute theoretically to the digital marketing literature and have practical implications for companies in designing more effective brand communication strategies.
PENGARUH PEMASARAN MEDIA SOSIAL, E-WOM DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINTIFIC Patricia, Yurika; Nawawi, M.Tony
Jurnal Serina Ekonomi dan Bisnis Vol 3 No 1 (2025): Februari 2025
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jseb.v3i1.35688

Abstract

Penelitian ini bertujuan untuk mengidentifikasi pengaruh positif dari variabel pemasaran media sosial, EWOM, terhadap keputusan pembelian pada produk skintific yang di mediasi oleh brand awareness. Pengumpulan data pada penelitian ini menggunakan metode nonprobability dengan Teknik purposive sampling yaitu dengan mengumpulkan data melalui pengumpulan kuisoner dengan mengisi pertanyaan yang di sebrakan melalu goegle forms. Data penelitian ini diperoleh melalui hasil penyebaran kuesioner secara online dengan menggunakan Google Form. Jumlah responden yang mengisi kuesioner tersebut sebanyak 181 responden dengan kriteria pengguna produk Skintific. Analisis hipotesis penelitian ini menggunakan PLS-SEM dengan menggunakan aplikasi Smart-PLS 4 dan hasil yang diperoleh menunjukan hasil penelitian positif atau diterima. This study aims to identify the positive influence of social media marketing variables, EWOM, on purchasing decisions on skintific products mediated by brand awareness. Data collection in this study used a non-probability method with a purposive sampling technique, namely by collecting data through questionnaires by filling out questions that were distributed through Google Forms. The research data were obtained through the results of distributing questionnaires online using Google Form. The number of respondents who filled out the questionnaire was 181 respondents with the criteria for users of Skintific products. The analysis of the research hypothesis used PLS-SEM using the Smart-PLS 4 application and the results obtained showed positive or accepted research results.
PELATIHAN DENGAN STRATEGI SWOT PADA UKM DI KOTA TANGERANG Nawawi, M.Tony; Darryl
Jurnal Serina Abdimas Vol 2 No 2 (2024): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v2i2.29260

Abstract

Everyone who opens a business, whether in the form of products or services, should expect to make a profit. Therefore, he must try to maintain the continuity of his business. One way to maintain your business is to use a business strategy, namely a SWOT analysis strategy. With this SWOT analysis, he can find out the strengths, weaknesses, opportunities and threats that will be faced in the future. This PKM activity aims to help Home Businesses (UKM) explain the importance of SWOT analysis strategies in running their business. This PKM partner is a home-based business engaged in the culinary business, where this business activity has been carried out since 1996 with limited capital and is carried out by using a cart going from complex to complex. Over time, now the partner's business has a permanent location at home, although it is not yet optimal. In implementing partner businesses, of course they face many obstacles, for example business capital problems, marketing strategy problems, and a lack of knowledge about business. For this reason, this PKM activity is carried out with the aim of helping partners increase their knowledge in terms of introducing business strategies with SWOT analysis, so that they know their Strengths, Weaknesses, Opportunities and Threats optimally. The method offered in this activity is offline training/socialization. The material that will be presented includes: a brief explanation of the SWOT business strategy, the importance of SWOT, SWOT elements, and SWOT strategy assessment criteria and others. With this socialization, it is hoped that partners can overcome their problems, and partners can understand the need to carry out a SWOT analysis strategy in running their business.
Co-Authors Darryl Djakasaputra, Arifin Patricia, Yurika