Pengaruh Social Media Advertising dan Event Marketing terhadap Brand Awareness dan Dampaknya pada Purchase Intention Produk Tenue de Attire
Abstract
The purpose of this study was to determine the relationship and influence between Social Media Advertising and Event Marketing on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products. The population in this study were people who follow the official Tenue de Attire account on Instagram. This study uses Path Analysis to measure the relationship and the influence of independent variables with dependent variables. In this study, data was obtained by collecting questionnaires to the population through Direct Message. The results obtained in this study are, Social Media Advertising and Event Marketing have a significant influence on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products.
Keywords:
Social Media Advertising, Event Marketing, Brand Awareness, Purchase Intention
References
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Belch, G. E., & Belch, M. A. (2009). Advertising and Promotion : An Integrated Marketing Communication Perspective. McGraw-Hill Irwin.
Chiu, Kuan-Shu, K., Lin, R.-J., Hsu, M. K., & Huang, L.-H. (2010). Power of Branding On Internet Service Providers (Vol. 50). The Journal of Computer Information Systems.
Dao, W. V.-T., Le, A. N., Cheng, J. M.-S., & Che, D. C. (2014). Social media advertising value The case of transitional economies in Southeast Asia . nternational Journal of Advertising .
Elliot, Rundle-thiele, & Waller. (2014). Marketing. Australia.
Ertemel, A. V., & Ammoura, A. (2016). THE ROLE OF SOCIAL MEDIA ADVERTISING IN CONSUMER BUYING BEHAVIOR . Turkey: international Journal of Commerce and Finance .
Irshad. (2012). Service Based Brand Equity, Measure of Purchase Intention, Mediating Role of Brand Performance. Academy of Contemporary Research Journal.
Ismail, F. (2018). Statistika Untuk Penelitian Pendidikan dan Ilmu Ilmu Sosial. Indonesia: Prenadamedia Group.
Išoraitė, M. (2016, April-June). RAISING BRAND AWARENEES THROUGH THE INTERNET MARKETING TOOLS. INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION , 7.
Jackson, N. (2013). Promoting and Marketing Events: Theory and Pratice. New York: Routleadge.
Karam, A. A., & Saydam, S. (2015). An Analysis Study of Improving Brand Awareness and Its Impact on Consumer Behavior Via Media in North Cyprus (A Case Study of Fast Food Restaurants) (Vol. 6). Cyprus: International Journal of Business and Social Science .
Karam, A. A., & Saydam, S. (2015, January ). An Analysis Study of Improving Brand Awareness and Its Impact on Consumer Behavior Via Media in North Cyprus (A Case Study of Fast Food Restaurants). International Journal of Business and Social Science, 6, 66 - 81.
Khan, A. A., Jadoon, S., & Tareen, N. A. (2016). Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry (Vol. 6). Pakistan : International Journal of Academic in Business and Social Sciences.
Kotler, P., & Amstrong, G. (2012). Principles of Marketing. New Jersey: Pearson.
Kotler, P., & Amstrong, G. (2012). Principles Of Marketing. Pearson.
Kuncoro, E. A., & Riduwan. (2008). Cara Menggunakan dan Memaknai Analisis Jalur. Bandung: Alfabeta.
Madhalena, E., & Syahputra. (2016). PENGARUH EVENT MARKETING TERHADAP BRAND IMAGE ROKOK DJARUM SUPER MILD PT DJARUM (Vol. IV). Ecodemica .
Malik, M. E., Ghafoor, M. M., & Iqbal, H. K. (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer . International Journal of Business and Social Science , 4(May).
McDaniel, C., Lamb, C., & J.F.Hair. (2013). Introduction to Marketing 12th Edition. United States: Cengage Learning.
Misra, V., & Vashisth, A. (2017). Is Advertising Medium an Important Constraint in Consumer Purchase Intention: e eoretical Foundation. Journal of General Management Research, 4, 38 - 45.
Nisfiannoor, M. (2009). Pendekatan Statistika Modern: Untuk Ilmu Sosial . (A. N. Dini, Ed.) Salemba Humanka.
Purnomo, R. A. (2017). Analisis Statistik Ekonomi dan Bisnis Dengan SPSS. CV.WADE GROUP.
S, H. C. (2015). Influence of Social Media Advertising on Consumers Purchase Intention. INTERNATIONAL JOURNAL OF CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR), 2.
Sanusi, A. (2011). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.
Sari, D., & Kusuma, B. (2014, June). Does Luxury Brand Perception Matter In Purchase Intention? A Comparison Between A Japanese Brand And A German Bran. ASEAN MARKETING JOURNAL , VI, 50 - 63.
Sarjono, H., & Julianita, W. (2011). SPSS vs LISREL. Jakarta: Salemba Empat.
Saronto, A. A., & Rosinta, F. (2013). PENGARUH EVENT MARKETING CORNETTO SUMMER MUSIC FESTIVAL 2012 TERHADAP MINAT BELI CORNETTO .
Sekaran, U., & Bougie, R. (2013). Research Methods for Business: A Skill Building Approach. New York: John Wiley@Sons.
Shahid, Z., Hussain, T., & aZafar, F. (2017). The Impact of Brand Awareness on The consumers’ Purchase Intention. 33, 34-38.
Published
2022-01-01
How to Cite
Rita, R., & Nabilla, S. (2022). Pengaruh Social Media Advertising dan Event Marketing terhadap Brand Awareness dan Dampaknya pada Purchase Intention Produk Tenue de Attire. Jesya, 5(1), 426-437. https://doi.org/https://doi.org/10.36778/jesya.v5i1.606
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
