Pengaruh Video Advertising Dan Sosial Media Konten Melalui Brand Awareness Terhadap Minat Beli Pada Aplikasi Gofood Di Kota Makassar

Razak, Mashur; Hidayat, Muhammad; Rahman, Muhammad Hdayatullah

doi:10.37476/akmen.v18i1.1602

Cited by 6 publications

(7 citation statements)

References 6 publications

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“…Such searching for information is closely related to brand awareness since consumers will be sensitive and remember brands recorded in their memory, as stated in research by Noorlitaria et al (2020). Brand awareness for consumers can increase through good social media marketing to influence purchase intention (Razak et al, 2021). Based on the explanations above, the hypothesis is proposed as follows: H5: Brand awareness mediates the influence of social media marketing on the purchase intention of mutual funds on online investment applications.…”

Section: H4: Brand Awareness Mediates the Influence Of Celebrity Endo...mentioning

confidence: 97%

The Influence of Celebrity Endorsers and Social Media Marketing Mediated by Brand Awareness on the Purchase Intention of Mutual Fund Products in an APERD (Mutual Fund Selling Agent) in Indonesia

Anisa

Gunawan

Aristyo⃰

et al. 2023

ijbass

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In this digital era, marketing media is one of the techniques used to introduce and advertise products. In addition, product marketing is promoted through so-called celebrity endorsers to make it more famous. This study aims to examine the influence of celebrity endorsers and social media marketing on the products of an APERD (Mutual Fund Selling Agent) in Indonesia, by considering brand awareness. This study used convenience sampling and SMART PLS as the sample collection and data analysis. The results revealed that celebrity endorsers directly influenced purchase intention negatively, yet positively when mediated by brand awareness. In contrast, social media marketing influenced purchase intention positively, either directly or when mediated by brand awareness.

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Section: H4: Brand Awareness Mediates the Influence Of Celebrity Endo...mentioning

confidence: 97%

The Influence of Celebrity Endorsers and Social Media Marketing Mediated by Brand Awareness on the Purchase Intention of Mutual Fund Products in an APERD (Mutual Fund Selling Agent) in Indonesia

Anisa

Gunawan

Aristyo⃰

et al. 2023

ijbass

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“…Sampel yang diambil berjumlah 120 responden yang merupakan masyarakat di Kota Bandung yang pernah membeli dan menggunakan produk Sunscreen Azarine. Jumlah ini didasarkan pada penentuan ukuran sampel melalui rumus Hair et al dimana besaran sampel adalah 5 sampai 10 kali dari jumlah indikator (Razak et al, 2021). Metode dari penganalisisan data yang digunakan adalah dengan regresi linear sederhana melalui program SPSS versi 27.…”

Section: Metode Penelitianunclassified

Perilaku Keputusan Pembelian Konsumen Berdasarkan Kualitas Produk Dan Persepsi Harga

Vanessa,

Tjiptodjojo

2024

JMBI UNSRAT

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Masyarakat yang tinggal di iklim tropis memerlukan perawatan kulit yang lebih ekstra melalui penggunaan sunscreen yang diaplikasikan secara rutin terutama pada bagian wajah. Penggunaan sunscreen dapat mencegah paparan sinar matahari langsung yang dapat merusak lapisan kulit wajah. Banyak produk sunscreen yang beredar di pasar sehingga konsumen dihadapkan pada berbagai pilihan kualitas dan harga yang ditawarkan. Penelitian ini mempunyai tujuan untuk menganalisis kualitas produk dan persepsi harga dari produk sunscreen Azarine yang memengaruhi proses keputusan pembelian. Penelitian ini dilakukan dengan non-probability sampling dengan sampel penelitian masyarakat di Kota Bandung yang pernah membeli dan menggunakan sunscreen Azarine yang berjumlah 120 responden. Penelitian ini mendapatkan sebuah hasil bahwa kualitas dari produk dan juga persepsi harga memengaruhi keputusan pembelian.

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“…Video advertising and social media content are the things that are most widely used in the use of technology. Product introduction to consumers can increase through content if social media is used properly, so that it can also influence purchasing decisions [49]. According to Baron & Kenny [50], the mediating variable is the relationship between antecedents and outcomes.…”

Section: Social Media Marketing Brand Awareness and Purchase Intentionmentioning

confidence: 99%

Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness

Tania

Listiana

Syahbandi

et al. 2023

JEMT

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Aims: This study aims to find out whether marketing through social media and word of mouth can significantly influence brand awareness and purchase intention of mutual fund products at Bibit startup, because branding plays an important role in services since the stronger the brand, the higher the customer's trust in the invisible purchase. Design/Methodology: This study uses a survey research design method and a quantitative approach which used to ascertain causal relationships between variables, a causal research design is used in this study. The sampling method was carried out online through an online questionnaire which is distributed to respondents who are considered according to predetermined criteria. Bibit startup or PT. Bibit Tumbuh Bersama products were used in the research. Collection of respondents was place during October and November 2022. The source of data in this study is 200 respondents who are Instagram social media users and followers of Bibit’s Instagram account. The research was conducted to obtain significant conclusions using the data analysis model which was processed using the SEM AMOS 26 method. Results: Based on the results of the Sobel test used in this study to examine the relationship between variables mediated by brand awareness, it has shown a positive and significant value. One of the variables that influence consumers’ decision to make a purchase is awareness of the brand of a product. Conclusion: Concerns concerning the expansion of social media marketing must be monitored in order to strengthen a brand's visibility. Consumers who are aware of a brand's existence are more likely to make recurrent purchases as well as first-time purchases.

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Pengaruh Video Advertising Dan Sosial Media Konten Melalui Brand Awareness Terhadap Minat Beli Pada Aplikasi Gofood Di Kota Makassar

Cited by 6 publications

References 6 publications

The Influence of Celebrity Endorsers and Social Media Marketing Mediated by Brand Awareness on the Purchase Intention of Mutual Fund Products in an APERD (Mutual Fund Selling Agent) in Indonesia

The Influence of Celebrity Endorsers and Social Media Marketing Mediated by Brand Awareness on the Purchase Intention of Mutual Fund Products in an APERD (Mutual Fund Selling Agent) in Indonesia

Perilaku Keputusan Pembelian Konsumen Berdasarkan Kualitas Produk Dan Persepsi Harga

Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness

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