THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA
DOI:
https://doi.org/10.47312/ambr.v5i1.303Keywords:
Brand Awarness, Purchasing Decisions, Social Media Marketing, Viral Marketing.Abstract
The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.
Downloads
References
Ansari, S., Ansari, G., Ghori, MU, & Kazi, AG (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2 (2), 5-10.
Farih, A., Jauhari, A., & Widodo, E. (2019). The Effect of Promotion through Social Media on Decision Making in Pare English Course with Viral Marketing as an Intervening Variable. JMK (Journal of Management and Entrepreneurship), 4 (1), 41-60
Hermawan, K. (2014). PERCEPTION OF MOTORCYCLES ON OBLIGATIONS TO USE STANDARD HELMETS IN KUBU RAYA DISTRICT (Implementation Analysis in Article 57 Paragraph (1) Jo Paragraph (2) and Article 106 Paragraph (8) of Law Number 22 Year 2009 on Jalan Adi Sucipto, Kubu Raya Regency. SOCIODEV-Journal of Social Sciences (Social Development), 3 (3).
Kaplan, AM, & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53 (1), 59-68
Kotler, P., & Keller, KL (2013). Marketing management. 14. vyd. Prague: Grada, 2013.816 s. ISBN 978-0-13-210292-7.
Kotler, Philip & Gary Armstrong. 2015. Principles of Marketing. 15e Global Edition. Pearson.
Kurniasari, M., & Budiatmo, A. (2018). The Influence of Social Media Marketing, Brand Awareness of Purchasing Decisions with Purchase Interest as an Intervening Variable at J. Co Donuts & Coffee Semarang. Journal of Business Administration Science, 7 (3), 152-159.
Natasya, PA Suharyono, and Sunarti. 2014. The Influence of Viral Marketing on Customer Trust and Purchasing Decisions (A Study on 2013 Brawijaya University Administrative Science Students Who Make Online Purchases Through Instagram Social Media). Journal. Malang: Brawijaya University.
Nurlaela, Tresna S. 2013. Effectiveness of Viral Marketing on Consumer Purchase Decisions PT.ABC. Widyatama University.
Rangkuti, F. (2004). The power of brands. Gramedia main library.
Rusmanto. 2017. IT-Based Marketing Management Practicum Module. Jakarta. Available at [www.google play.com]
Skrob, JR (2005). Open source and viral marketing. The Viral Marketing Concept As A Model For Open Source Software To Reach The Critical Mass For Global Brand Awareness Based On The Example Of Type, 3.
Suharno, YS (2010). Marketing in practice. Yogyakarta: Gandi Gebang Permai.
Wiludjeng, SP, & Nurlela, TS (2013). The Influence of Viral Marketing on Purchasing Decisions at PT "X". Proceedings of the National Seminar and Call For Papers Sancall 2013
Source from the internet:
https://www.topbrand-award.com/top-brand-index/ (Accessed on May 10, 2020)
https://www.wartaekonomi.co.id/read281176/jadi-kopi-kekinian-yang-banyak-penggemar-bimana-berdinya-kopi-janji-jiwa/0 (Accessed on May 10, 2020)
https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media (Accessed on April 6, 2020)
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions.
The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution 4.0 International License.