Turnitin Report - The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness andIntention to Buy

Please use this identifier to cite or link to this item: http://repository.unmul.ac.id/handle/123456789/6225

Title:	Turnitin Report - The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness andIntention to Buy
Other Titles:	Turnitin Report - The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness andIntention to Buy
Authors:	Maria, Siti
Keywords:	Brand Awareness;Efektivitas Iklan;Minat Beli; Pemasaran Sosial Media;Wordof Mouth
Issue Date:	Aug-2019
Publisher:	Jurnal Manajemen Indonesia
Series/Report no.:	Submission ID;1582950101
Abstract:	Tujuan dari penelitian ini adalah untuk menganalisisefeklangsungsocial media marketing,word of mouth,dan efektivitas iklan padabrand awarenessdan dampaknya terhadapintention to buy, baik secara langsung maupun tidak langsung. Sumber databerasal dari50pelangganlayanan transportasidi wilayah KotaSamarinda.Penelitian menggunakan modelanalisis jalur dan data diproses melalui SPSSversi 23.Penelitian ini menyatakan model sub-struktur 1,diketahuisocial media marketingdan efektivitas iklan secara langsung berpengaruh positifdansignifikan terhadapbrand awareness. Dari sub-struktur 2, efektivitas iklan danbrand awarenesssecara langsung berpengaruh positifdansignifikan terhadapintention to buy. Terakhir, social media marketingdan efektivitas iklan secara tidak langsung berpengaruh positifdansignifikan terhadapintention to buymelaluibrand awarenesspelanggan.
URI:	http://repository.unmul.ac.id/handle/123456789/6225
ISSN:	2502-3713
Appears in Collections:	Turnitin Report

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