Open AccessEFEKTIVITAS PENGGUNAAN MEDIA SOSIAL UNTUK MENINGKATKAN BRAND AWARENESS, FUNCTIONAL BRAND IMAGE, DAN HEDONIC BRAND IMAGE DARI PRODUK – PRODUK SAMSUNG GALAXY
Author(s) -
Hendry Hartanto,
Engelbertha E. Silalahi
Publication year - 2013
Publication title -
jurnal manajemen
Language(s) - English
Resource type - Journals
eISSN - 2597-4106
pISSN - 1829-6211
DOI - 10.25170/jm.v10i2.841
Subject(s) - brand image , advertising , brand awareness , perception , psychology , social media , brand equity , business , computer science , neuroscience , world wide web
The use of media as a channel of communication between producers and consumers has been growing rapidly. In connection with this, the authors conducted a study to determine the effectiveness of the use of social media to increase brand awareness, functional brand image, and hedonic brand image. This study used convenience sampling method to spread the questionnaire to 74 respondents. The collected data was tested for validity and reliability, and then analyzed using Analysis of Mean Score, Overall Mean Score, and Multiple Linear Regression. The results of research showed that the perception of traditional media has a significant influence on brand awareness, functional brand image, and hedonic brand image, while the perception of social media has a significant influence on the functional brand image and hedonic brand image, but the perception of social media has no effect on brand awareness.