Jurnal Ekonomi
Vol. 11 No. 02 (2022): Jurnal Ekonomi, Periode September 2022

SOCIAL MEDIA ADVERTISING AND EVENT MARKETING'S INFLUENCE ON BRAND AWARENESS AND PURCHASE INTENTIONS

Wandi Kurniadi (STIA Bagasasi Bandung)
Edhie Budi Setiawan (ITL Trisakti)
Dian Artanti Arubusman (ITL Trisakti)

Article Info

Publish Date
30 Sep 2022

Abstract

The purpose of this study was to determine the relationship and influence between Social Media Advertising and Event Marketing on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products. The population in this study were people who followed the official Tenue de Attire account on Instagram. This study uses Path Analysis to measure the relationship and the influence of independent variables with dependent variables. In this study, data was obtained by collecting questionnaires to the population through Direct Messages. The results obtained in this study are, Social Media Advertising and Event Marketing have a significant influence on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...