PURCHASE INTENTION OF OMG-EVENT-ASIA’S: HOW SOCIAL MEDIA PROMOTIONS EFFECT THROUGH BRAND AWARENESS
DOI:
https://doi.org/10.31933/dijdbm.v2i1.636Keywords:
social media promotion, brand awareness, purchase intention, event organizerAbstract
The development of information and communication technology has been so rapid since the emergence of the internet, especially social media. The use of social media has developed into a way for event organizers to do social media marketing to introduce their consumers through electronic media, one of the applications has been carried out by OMG Event Asia. This study aims to identify and measure the effectiveness of promotional strategies through social media that have been carried out by the event organizer in generating brand awareness and buying interest from potential customers. The results of research conducted that promotion through social media has a significant relationship to brand awareness and purchase interest. Event organizer companies can carry out promotions through social media with clear target segments related to product functions. Submission of information about the product must be in detail related to quality, price, and social value to the target segment.
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Yusiana, R., Widodo, A., Hidayat, A. M., & Oktaviani, P. K. (2020). GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED). Dinasti International Journal of Management Science, 1(5), 762-768.
Zahara, R., & Sembiring, N. (2020). EFFECT ON THE PROMOTION AND PRICE ON DECISION TO PURCHASE OF RAILWAY AIRPORT TRANSPORT TICKETS. Dinasti International Journal of Digital Business Management, 1(2), 224-231.
Cravens, D. W., & Piercy, N. (2013). Strategic marketing (Vol. 10). Columbus: McGraw-Hill.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research: Electronic Networking Applications and Policy, 25(4), 498-526.
Ebeid, A. Y. (2014). Distribution intensity, advertising, monetary promotion, and customer-based brand equity: An applied study in Egypt. International Journal of Marketing Studies, 6(4), 113-122.
Ferdinand, A. (2006). Pengembangan minat beli merek ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Desain penelitian kuantitatif dan kualitatif untuk akuntansi, bisnis, dan ilmu sosial lainnya. Semarang: Yoga Pratama.
Hasim, M. A., Ishak, M. F., Halim, N. N. A., Ahmad, A. H., & Suyatna, P. N. (2020). MEDIA RICHNESS ON INSTAGRAM INFLUENCES TOWARDS CONSUMER PURCHASE INTENTION: EXPLORING THE MODERATING EFFECT OF BRAND EQUITY. Dinasti International Journal of Education Management And Social Science, 1(6), 1001-1011.
Havidz, H. B. H., & Mahaputra, M. R. (2020). BRAND IMAGE AND PURCHASING DECISION: ANALYSIS OF PRICE PERCEPTION AND PROMOTION (LITERATURE REVIEW OF MARKETING MANAGEMENT). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727-741.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of consumer research, 17(2), 141-148.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. India: Pearson Education.
Kerpen, D. (2011). Likeable social media: how to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw Hill Professional.
Khan, M. F., & Jan, A. (2015). Social media and social media marketing: A Literature Review. IOSR Journal of Business and Management, 17(11), 12-15.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th edition. United States: Pearson Education Limited.
Sivaram, M., Munawar, N. A., & Ali, H. (2019). DETERMINATION OF PURCHASE INTENT DETERMINATION OF PURCHASE INTENTION THROUGH BRAND AWARENESS AND PERCEIVED QUALITY (Case Study: For consumers PT. Sentosa Santosa Finance Tangerang area). Dinasti International Journal of Management Science, 1(2), 232-246.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15.
Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M., & Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of business and social science, 4(5).
Marcelino, D. (2020). Green Purchase Intention Pada Konsumen Nutrifood di Bandung: Peran Environment Concern Dengan Mediasi Green Trust. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 4(1), 01-20.
Maryadi, R. & Herliani, S. (2018). Perancangan Sistem Informasi Promosi Event. Jurnal Konfrensi Nasional Sistem Informasi 2018. 1404-1409.
Santosa, P. I. (2018). Metode penelitian kuantitatif pengembangan hipotesis dan pengujiannya menggunakan SmartPLS. ANDI, Yogyakarta.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing. 9(1), 31–53.
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis Pendekatan Pengembangan-Keahlian. Jakarta: Salemba Empat.
Semuel, H., & Setiawan, K. Y. (2018). Promosi Melalui Sosial Media, Brand Awareness, Purchase Intention Pada Produk Sepatu Olahraga. Jurnal Manajemen Pemasaran, 12(1), 47-52.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), 34-38.
Siregar, S. (2017). Statistika Terapan Untuk Perguruan Tinggi (Pertama). Jakarta: PT Kharisma Putra Utama.
Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Bandung: Penerbit CV. Alfabeta.
Susanti, R. (2018). 8 Tahun Terakhir, Bisnis Wedding Organizer di Bandung Tumbuh Pesat. Retrieved August 2018, from Kompas: https://ekonomi.kompas.com/read/2018/08/03/ 125505726/8-tahun-terakhir-bisnis-wedding-organizer-di-bandung-tumbuh-pesat.
Umami, Z. (2015). Social strategy pada media sosial untuk promosi pariwisata Daerah Istimewa Yogyakarta. Interaksi: Jurnal Ilmu Komunikasi, 4(2), 195-201.
Yusiana, R., Widodo, A., Hidayat, A. M., & Oktaviani, P. K. (2020). GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED). Dinasti International Journal of Management Science, 1(5), 762-768.
Zahara, R., & Sembiring, N. (2020). EFFECT ON THE PROMOTION AND PRICE ON DECISION TO PURCHASE OF RAILWAY AIRPORT TRANSPORT TICKETS. Dinasti International Journal of Digital Business Management, 1(2), 224-231.
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2020-12-10
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