The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

• Main Authors: Siti Maria, Tommy Pusriadi, Yundi Permadi Hakim, Dio Caisar Darma
• Format: Article
• Language: Indonesian
• Published: Telkom University 2019-08-01
• Series: Jurnal Manajemen Indonesia
• Subjects: Advertising; Brand Awareness; Intention to Buy; Social Media Marketing; Word of Mouth.
• Online Access: http://journals.telkomuniversity.ac.id/ijm/article/view/2234

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness.