PROMOSI MELALUI SOSIAL MEDIA, BRAND AWARENESS, PURCHASE INTENTION PADA PRODUK SEPATU OLAHRAGA
:
https://doi.org/10.9744/pemasaran.12.1.47─52
Keywords:
Promosi, sosial media, brand awareness, purchase intentionAbstract
Penelitian menganalisa pengaruh promosi, brand awareness, dan purchase intention produk sepatu olahraga di Surabaya melalui sosial media. Sosial media yang digunakan berpromosi berupa foto produk ataupun potongan harga dipublikasikan di Instagram, facebook, dan twitter. Sampel penelitian 100 responden masyarakat Surabaya yang telah melihat promosi di sosial media sepatu olahraga Specs. Pengukuran promosi (X1) dengan indikator need recognition, finding buyers, brand building, evaluation of alternatives, dan customer retention. Pengukuran purchase intention (Y2) dengan indikator rangsangan, kesadaran, dan pencarian informasi. Pengukuran Brand awareness (Y1) dengan indikator konsumen paham merek produk, mampu membandingkan merek produk di antara pesaing, dan mampu mendeskripsi ciri merek produk dengan cepat. Hasil penelitian menunjukkan: (1) Promosi berpengaruh positif terhadap brand awareness produk sepatu olahraga yang digunakan; (2) Brand awareness berpengaruh positif terhadap purchase intention; (3) promosi berpengaruh positif terhadap purchase intention. Brand awareness dapat menjadi mediasi antara promosi dan purchase intentionReferences
Aaker, David (1996), Building Strong Brands, New York: The Free Press.
Akhter, S., Rizwan, M., Shujaat, S., & Durrani, Z. (2014). The Impact of Retail Shoes Sales Promotional Activities on Ladies’ Purchase Intentions. Journal of Public Administration and Governance, 4(2), 166–178.
Assael, Henry (1984). Consumer Behavior and Marketing Action, 2nd ed., Boston, Massachusetts; Kent Publishing Co.
Cravens, David W. (2013). Strategic marketing 10th ed. 658.802 C898 2013.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research (Vol. 25). https://doi.org/10.1108/IntR-01-2014-0020.
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. https://doi.org/10.5539/ ijms.v6n4p113.
Ferdinand. (2006). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.
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. https://doi.org/10.1086/208544.
Keller, K.L. (2008 Conceptualizing, measuring, and managing customer-based brand equity. .Journalof Marketing, 57(1), 1-22. https://doi.org/10.). Strategy Brand Management Building, Measuring, and Managing Brand Equity. Third Edition New Jersey. Pearson Education.
Kerpen, Dave (2011), likeable Social Media: How to delight Your Customer, Create anIrresistible Brand, And Be Generally Amazing on Facebook, Mcgraw-Hill. Kindleedition.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for acommon,repeat purchase product: A replication. Journal of Business Research, 48, 5-15.
Sugiyono.(2010). Metode penelitian kuantitatif kualitatif dan R & D (cetakan 15). Bandung: Alfabeta.
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.
