The relationship of social media marketing, brand awareness and purchase decisions on somethinc products in padang city

##plugins.themes.academic_pro.article.main##

Muthiah Dwi Utami
Ratni Prima Lita
Alfitman

Abstract

This study aims to determine the relationship between social media marketing, brand awareness and purchasing decisions for somethinc products in the city of Padang, the population in this study was 150 with a sample of 150 respondents. Data obtained by conducting a questionnaire, then processed and tested using SmartPLS. From the research conducted, it is known that based on the results of hypothesis testing, it is known that directly social media marketing has a significant effect on brand awareness and social media marketing and brand awareness has a significant effect on purchasing decisions. And indirectly brand awareness has a role between social media marketing and purchasing decisions.

##plugins.themes.academic_pro.article.details##

How to Cite
Utami, M. D., Lita, R. P., & Alfitman. (2023). The relationship of social media marketing, brand awareness and purchase decisions on somethinc products in padang city. Enrichment : Journal of Management, 13(1), 75-83. https://doi.org/10.35335/enrichment.v13i1.1217

References

Sekaran, U. (2017). Research Methods for Business A Skill Building Approach (14th ed.). New York: John Wiey & Sons Inc.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
Rachmawati, E., Sulianto., & Suroso, A. (2020). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing. 1759-0833 DOI 10.1108/JIMA-05-2020-0145
Hanaysha, J. R., & Majid, M. (2018). Employee motivation and its role in improving the productivity and organizational commitment at higher education institutions. Journal of Entrepreneurship and Business.
Ghozali, I. (2016). Konsep, Teknik dan Aplikasi Menggunakan Program SMARTPLS 3.0. Universitas Diponegoro.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Sarwoko E., & Ardiansyah F. (2020). How social media marketing influence consumer purchase decision ? A mediation analysis of brand awareness. Jurnal Ilmiah Bidang Akuntansi dan Manahemen. 17(2) 2020, 156-168
Jumiati Sasmita Norazah Mohd Suki. (2015) ."Young consumers insisght on brand equity".International Journal of Retail & Distribution Management, Vol.43 Iss 3 pp. 276 - 292
Tajudin, M. H, & Mulazid, A. S. (2017). Pengaruh promosi , kepercayaan dan merek terhadap keputusan nasabah menggunakan produk tabungan haji (mabrur) Bank Syariah Mandiri di Sawangan Kota Depok. Journal Ekonomi Islam. Volume 8 No. 1 Januari - Juno 2017
Helianthusonfri, J. (2019). Belajar Social Media Marketing. Elex Media Komputindo.
Haze´e1, S., Delcourt1, C., & Vaerenbergh, Y.V. (2017). Burdens of Access: Understanding Customer Barriers and Barrier-Attenuating Practices in Access-Based Services. Journal of Service Research 1-16.
Jenni Romaniuk, Samuel Wight, Margaret Faulkner, (2017) "Brand awareness: revisiting an old metric for a new world", Journal of Product & Brand Management, Vol. 26 Issue: 5, pp.469-476.
Supriadi, P. A., & Baturohmah, H. (2021). Social media in marketing of ride-hailing: A systematic literature review. Procedia Computer Science 102–109.
Zafar, A. U., Shen, J., Shahzad, M., & Islam, T. (2021). Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media. Sustainable Production and Consumption, 25, 591–603. doi:10.1016/j.spc.2020.11.020
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. B. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. doi:10.1108/prr-11-2018-0031
Habib, D. M., & Sarwar, A. M. (2020). After-sales services, brand equity and purchasing intention to buy second-hand product. Rajagiri Management Journal Vol. 15 No. 2, 2021 pp. 129-14
Liu, C., Zhang, Y. and Zhang, J. (2020), "The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention", Journal of Product & Brand Management, Vol. 29 No. 6, pp. 783-801. https://doi.org/10.1108/JPBM-11-2018-2106
Jenni Romaniuk, Samuel Wight, Margaret Faulkner, (2017) "Brand awareness: revisiting an old metric for a new world", Journal of Product & Brand Management, Vol. 26 Issue: 5, pp.469-476.
Hall, A., Towers, N. and Shaw, D.R. (2017), "Understanding how Millennial shoppers decide what to buy: Digitally connected unseen journeys", International
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B.-R. (2020). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, ahead-of-print(ahead-of-print). doi:10.1108/apjml-07-2019-0442
Sun, Y., & Wang, S. (2019). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. doi:10.1108/apjml-03-2019-0178
Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. (2020). Social media and consumer buying behavior decision: what entrepreneurs should know? Management Decision, ahead-of-print(ahead-of-print). doi:10.1108/md-10-2019-1461
Sari, D. K., Suziana, S., & Games, D. (2020). An evaluation of social media advertising for Muslim millennial parents. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). doi:10.1108/jima-02-2020-0055
Prasad, S., Garg, A. and Prasad, S. (2019), "Purchase decision of generation Y in an online environment", Marketing Intelligence & Planning, Vol. 37 No. 4, pp. 372-385. https://doi.org/10.1108/MIP-02-2018-0070