Open AccessThe Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy
Author(s) -
Siti Maria,
Tommy Pusriadi,
Dio Caisar Darma
Publication year - 2020
Publication title -
kne social sciences
Language(s) - English
Resource type - Journals
ISSN - 2518-668X
DOI - 10.18502/kss.v4i3.6373
Subject(s) - advertising , word of mouth , social media , brand awareness , social media marketing , business , path analysis (statistics) , marketing , digital marketing , computer science , world wide web , machine learning
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 only use transportation services in the area of Samarinda City. Models using path analysis programs and data are processed through SPSS version 23. This research states sub-structure model 1 is known as 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 the intention to buy. Finally, social media marketing and the effectiveness of advertising indirectly have a significant positive effect on intention to buy through brand awareness.
Keywords: Social media marketing; Word of mouth; Effectiveness of advertising; Brand awareness; Intention to buy