The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Purchase Intention On Grab Application Users Domicile Of Tangerang
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Nov 30, 2021
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Abstract
This study aims to determine the effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and purchase intention of Grab application users and to find out the partial relationship between the independent variable and the dependent variable. The sample in this study amounted to 100 respondents consisting of Grab application users domiciled in Tangerang who were selected using the convenience sampling technique. The data in this study were obtained using a questionnaire with a Likert scale. Based on the results of data analysis show that social media marketing and word of mouth. Do not have a positive effect on brand awareness, the effectiveness of advertising has a positive effect on brand awareness. In addition, social media marketing. Has a positive influence on purchase intention, while word of mouth does not have a positive influence on purchase intention. Effectiveness of advertising has a positive influence on purchase intention. Likewise, brand awareness has a positive influence on purchase intention..
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How to Cite
Aileen, E., Orlando Gaberamos, Innocentius Bernarto, & Lamhot Henry Pasaribu. (2021). The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Purchase Intention On Grab Application Users Domicile Of Tangerang. Enrichment : Journal of Management, 12(1), 426-441. https://doi.org/10.35335/enrichment.v12i1.336
References
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Bilgins, Y. (2018, April). The Effect of Social Media Marketing Activities On Brand Awareness, Brand Image, And Brand Loyalty. Business And Management Studies An International Journal, 6(1), 128-148. doi:10.15295/v6i1.229
Budiyanto, A. (2018). Pengaruh Persepsi Harga, Kualitas Layanan dan Brand Image Terhadap Tingkat Kepuasan Konsumen di PT. Yerry Primatama Hosindo. Jurnal Pemasaran Kompetitif, I(3), 71-80. Retrieved May 2021
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Dachyar, M., & Banjarnahor, L. (2017, November). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5). doi:https://doi.org/10.3926/ic.1119
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. D. (n.d.).
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. D. (2017). The Impact of Word of Mouth on Intention to Purchase Currently Used and other Brands. International Journal of Market Research, 59(3). doi:10.2501/IJMR-2017-026
Eliasari, P. R., & Sukaatmadja, I. G. (2017). Pengaruh Brand Awarness Terhadap Purchase Intention diMediasi Oleh Percieved Quality dan Brand Loyalty. E-Jurnal Manajemen Unud, 06(12), 6620-6650. Retrieved May 2021, from https://media.neliti.com/media/publications/248810-pengaruh-brand-awareness-terhadap-purcha-33b8852e.pdf
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Godey, B., Manthiou, A., Pederzoli, D., Rokka , J., Aiello, G., Danvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brands Equity and Consumer Behaviour. Journal of Business Research, 69(12), 5833-5841.
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Imelia, R., & Ruswanti, E. (2017, February). Factors Affecting Purchase Intention of Electronic House wares in Indonesia. International Journal of Business and Management Invention, 6(2), 37-44. Retrieved May 2021, from https://digilib.esaunggul.ac.id/public/UEU-Journal-9392-F06023744.pdf
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Kuspriyono , T., & Nurelasari, E. (2018). Pengaruh Sosial Media Marketing terhadap Customer Bonding dan Purchase Intention. Cakrawala-Jurnal Humaniora, 18(2), 235-242. Retrieved May 2021
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and. International Review of Management and Marketing, 8(1). Retrieved May 2021, from file:///C:/Users/Ezra%20Aileen/Downloads/5838-15002-1-PB%20(2).pdf
Leviana, T. (2017). Pengaruh Sosial Media Marketing Terhadap Willingness to Pay Premium Price Melalui Brand Equity pada Konsumen Estee Lauder. Agora, 7(1). Retrieved May 2021
Listyawati, I. H. (2016). Peran Penting Promosi dan Desain Produk Dalam Membangun Minat Beli Konsumen. Jurnal Bisnis, Manajemen, dan Akuntansi, 3(1). Retrieved May 2021
Maria, S., Pusriadi, T., Permadi, Y. H., & Darma, D. C. (2019). The Effect of Social Media Marketing, Word of mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal Manajemen Indonesia, 19(2), 107-122. doi:https://doi.org/10.25124/jmi.v19i2.2234
Nurvidiana, R., & Hidayat, K. (2015). Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis, 22, 1-8.
Pandjaitan, D. R. (2018). An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City’s Online Transportation Service (Study on Y Generation Consumers). Retrieved May 2021, from http://repository.lppm.unila.ac.id/9901/1/DOROTHY-078-proofreed.clean.pdf
Priatni, S. B., Hutriyana, T., & Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen dan Perbankan, 5(3), 145-155. Retrieved May 2021
Rahardja, S. J., & Dewakanya, A. C. (2020, January). Impact of Electronic Word -of- Mouth on Brand Awareness in the Video Game Sector: A Study on Digital Happiness. International Journal of Trade and Global Markets, 13(1). doi:10.1504/IJTGM.2020.10021566
Rini, G. P. (2018). Peningkatan Top Of Mind Melalui Frekuensi Penayangan, Daya Tarik Pesan dan Waktu Penayangan Iklan. Jurnal Manajemen dan Bisnis Media Ekonomi, 28, 95-108.
Saputro, Y., & Prihandono , D. (2018). Television advertising effectiveness in Mediating Advertising Creativity and Advertising Frequency Influence Toward Customer Purchase Intention. Management Analysis Journal, 7(2). Retrieved from http://lib.unnes.ac.id/43230/1/Television%20Advertising%20Effectiveness%20in%20Mediating%20Advertising%20Creativity%20and%20Advertising%20Frequency%20Influence%20toward%20Customer%20Purchase%20Intention.pdf
Triningtyas, D. A. (2016). Dasar-Dasar Kewirausahaan. CV. AE Media Grafika.
Wicaksono, M. P., & Seminari, N. K. (2016). Pengaruh Iklan dan Word of Mouth Terhadap Brand Awareness Traveloka. E-Journal Management, 5(8).
Widjaja, Y. R. (2019). Pengaruh Tagline dan Media Periklanan Above The Line Terhadap Brand Awareness Dapur Iga Bandung. Jurnal Ekonomi & Ekonomi Syariah, 2, 224-230.
Xiao, A., Yang, S., & Iqbal, Q. (2018, December). Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry. Administrative Science, 9(4). doi:doi:10.3390/admsci9010004
Arif, S. P., & Purwanti, A. (2018, November). Influence Of Social Media Advertising On Brands Awareness Of PT Indah Tamara Tour & Travel Customers. e-Jurnal Apresiasi Ekonomi, 6, 11. Retrieved May 24, 2021, from https://www.researchgate.net/publication/329190442_INFLUENCE_OF_SOCIAL_MEDIA_ADVERTISING_ON_BRANDS_AWARENESS_OF_PT_INDAH_TAMARA_TOUR_TRAVEL_CUSTOMERS
Aristana, M. D., & Putra, I. P. (2020). Pengaruh Social Media Marketing Terhadap Brand Awareness dan Purchase Intention (Studi kasus: SMK Kesehatan Sanjiwani Gianyar). E-Journal Ekonomi Dan Bisnis Universitas Udayana, 9(11). doi:https://doi.org/10.24843/EEB.2020.v09.i11.p01
Astutik, Y. (2020, Maret 17). 21,7 Juta Masyarakat Indonesia Pakai Transportasi Online. Retrieved 2021, from https://www.cnbcindonesia.com/tech/20200317150135-37-145529/217-juta-masyarakat-indonesia-pakai-transportasi-online
Bilgins, Y. (2018, April). The Effect of Social Media Marketing Activities On Brand Awareness, Brand Image, And Brand Loyalty. Business And Management Studies An International Journal, 6(1), 128-148. doi:10.15295/v6i1.229
Budiyanto, A. (2018). Pengaruh Persepsi Harga, Kualitas Layanan dan Brand Image Terhadap Tingkat Kepuasan Konsumen di PT. Yerry Primatama Hosindo. Jurnal Pemasaran Kompetitif, I(3), 71-80. Retrieved May 2021
CNBC Indonesia. (2019, Desember 23). Siapa Ojol Rusia Maxim, yang Bikin Driver Grab & Gojek Gerah? Retrieved May 2021, from https://www.cnbcindonesia.com/tech/20191223102507-37-125116/siapa-ojol-rusia-maxim-yang-bikin-driver-grab-gojek-gerah
Dachyar, M., & Banjarnahor, L. (2017, November). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5). doi:https://doi.org/10.3926/ic.1119
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. D. (n.d.).
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. D. (2017). The Impact of Word of Mouth on Intention to Purchase Currently Used and other Brands. International Journal of Market Research, 59(3). doi:10.2501/IJMR-2017-026
Eliasari, P. R., & Sukaatmadja, I. G. (2017). Pengaruh Brand Awarness Terhadap Purchase Intention diMediasi Oleh Percieved Quality dan Brand Loyalty. E-Jurnal Manajemen Unud, 06(12), 6620-6650. Retrieved May 2021, from https://media.neliti.com/media/publications/248810-pengaruh-brand-awareness-terhadap-purcha-33b8852e.pdf
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning and Strategy. (Q. Media, Ed.) CV. Penerbit Qiara Media. Retrieved May 2021, from https://www.researchgate.net/profile/Muhammad-Firmansyah-4/publication/334964919_Buku_Pemasaran_Produk_dan_Merek/links/5d47e1a04585153e593cff86/Buku-Pemasaran-Produk-dan-Merek.pdf
Godey, B., Manthiou, A., Pederzoli, D., Rokka , J., Aiello, G., Danvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brands Equity and Consumer Behaviour. Journal of Business Research, 69(12), 5833-5841.
Hamdani, L. A. (2019, July 23). Gojek rebranding, dan kalahkan Grab soal pengguna aktif bulanan. (L. A. Hamdani, Ed.) Retrieved 2021, from https://www.tek.id/tek/gojek-rebranding-dan-kalahkan-grab-soal-pengguna-aktif-bulanan-b1Xj29eZz
Imelia, R., & Ruswanti, E. (2017, February). Factors Affecting Purchase Intention of Electronic House wares in Indonesia. International Journal of Business and Management Invention, 6(2), 37-44. Retrieved May 2021, from https://digilib.esaunggul.ac.id/public/UEU-Journal-9392-F06023744.pdf
Kotler, & Keller, K. (2016). Marketing Management 16 Edition. Jersey: Pearson.
Kuspriyono , T., & Nurelasari, E. (2018). Pengaruh Sosial Media Marketing terhadap Customer Bonding dan Purchase Intention. Cakrawala-Jurnal Humaniora, 18(2), 235-242. Retrieved May 2021
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and. International Review of Management and Marketing, 8(1). Retrieved May 2021, from file:///C:/Users/Ezra%20Aileen/Downloads/5838-15002-1-PB%20(2).pdf
Leviana, T. (2017). Pengaruh Sosial Media Marketing Terhadap Willingness to Pay Premium Price Melalui Brand Equity pada Konsumen Estee Lauder. Agora, 7(1). Retrieved May 2021
Listyawati, I. H. (2016). Peran Penting Promosi dan Desain Produk Dalam Membangun Minat Beli Konsumen. Jurnal Bisnis, Manajemen, dan Akuntansi, 3(1). Retrieved May 2021
Maria, S., Pusriadi, T., Permadi, Y. H., & Darma, D. C. (2019). The Effect of Social Media Marketing, Word of mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal Manajemen Indonesia, 19(2), 107-122. doi:https://doi.org/10.25124/jmi.v19i2.2234
Nurvidiana, R., & Hidayat, K. (2015). Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis, 22, 1-8.
Pandjaitan, D. R. (2018). An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City’s Online Transportation Service (Study on Y Generation Consumers). Retrieved May 2021, from http://repository.lppm.unila.ac.id/9901/1/DOROTHY-078-proofreed.clean.pdf
Priatni, S. B., Hutriyana, T., & Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen dan Perbankan, 5(3), 145-155. Retrieved May 2021
Rahardja, S. J., & Dewakanya, A. C. (2020, January). Impact of Electronic Word -of- Mouth on Brand Awareness in the Video Game Sector: A Study on Digital Happiness. International Journal of Trade and Global Markets, 13(1). doi:10.1504/IJTGM.2020.10021566
Rini, G. P. (2018). Peningkatan Top Of Mind Melalui Frekuensi Penayangan, Daya Tarik Pesan dan Waktu Penayangan Iklan. Jurnal Manajemen dan Bisnis Media Ekonomi, 28, 95-108.
Saputro, Y., & Prihandono , D. (2018). Television advertising effectiveness in Mediating Advertising Creativity and Advertising Frequency Influence Toward Customer Purchase Intention. Management Analysis Journal, 7(2). Retrieved from http://lib.unnes.ac.id/43230/1/Television%20Advertising%20Effectiveness%20in%20Mediating%20Advertising%20Creativity%20and%20Advertising%20Frequency%20Influence%20toward%20Customer%20Purchase%20Intention.pdf
Triningtyas, D. A. (2016). Dasar-Dasar Kewirausahaan. CV. AE Media Grafika.
Wicaksono, M. P., & Seminari, N. K. (2016). Pengaruh Iklan dan Word of Mouth Terhadap Brand Awareness Traveloka. E-Journal Management, 5(8).
Widjaja, Y. R. (2019). Pengaruh Tagline dan Media Periklanan Above The Line Terhadap Brand Awareness Dapur Iga Bandung. Jurnal Ekonomi & Ekonomi Syariah, 2, 224-230.
Xiao, A., Yang, S., & Iqbal, Q. (2018, December). Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry. Administrative Science, 9(4). doi:doi:10.3390/admsci9010004