Diponegoro Journal of Management
Volume 5, Nomor 2, Tahun 2016

STUDI TENTANG SOCIAL MEDIA MARKETING dan BRAND AWARENESS,WORD OF MOUTH TERHADAP MINAT BELI PRODUK MOMMILK(Studi pada pengguna Instagram,mahasiswa Universitas Diponegoro)

Fadhila, Nida (Unknown)
Soesanto, Harry (Unknown)

Article Info

Publish Date
26 Sep 2016

Abstract

The purpose of this research is to prove the influence of social media  marketing especially Instagram users towards the formation Word Of Mouth and Brand awareness,and also relationship between Brand awareness and word of mouth to create Intention to buy.non-probability sampling is used   for sample taking and data were collected from 120 respondent which were selected using criteria of judgment that should have  university students  uses social media instagram and knows account instagram @ mommilk _ semarang. This research using Structural Equation Model and the method of analysis the maximum likelihood with program amos 2.0The result found that social media marketing influence positively on brand awareness and word of mouth. social media marketing most influential against word of mouth ,and also both word of mouth brand awareness do influence positively to formation of intention to buy.

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Journal Info
Diponegoro Journal of Management
Website

Abbrev

djom

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management

Description

Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen ...