Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)
Journal Title: GATR Journal of Management and Marketing Review - Year 2017, Vol 2, Issue 3
Abstract
Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it is an age of active users of social media such as: Instagram, YouTube, Facebook, etc. This study also uses primary data is based on interviews during the pre-survey and distribute questionnaires. After that at the time of processing the data, this study using multiple regression analysis as a verification method to measure how much digital video as a media campaign on consumer buying interest as well as to determine how much influence the brand equity on consumer buying interest as active users of social media Findings – After passing the calculations using regression and t-test, promotion through social media consisting of online communities and forums, blogs and social networks has a very strong influence on consumer buying interest compared to brand equity. This can be enhanced by strengthening social networking through social media to increase product sales, many companies still believe that social media as a low-cost promotional media but can increase sales, more promotion in social media will increase brand equity in the minds of consumers, so that in the end will benefit both sides. Novelty – The research conducted in the context of Indonesia with original data on brand equity effect on confidence of consumers. Type of Paper: Empirical
Authors and Affiliations
Ayuningtyas Yuli Hapsari
Keywords
Related Articles
- EP ID EP200215
- DOI -
- Views 147
- Downloads 0
Burnout Dimensions with Work-Family Conflict among Hotel Employees: Flow Experience as Mediating Role
Objective - It is a known fact that hotel employees are constantly working in a demanding work environment. The gruelling demand of the day-to-day operations and stress will eventually lead to the burnout dimensions (exh...
Leadership Qualities of Defence Officers for meeting Present and Future Requirements
Objective - The objective of this study is to find the qualities expected of an officer for meeting present and future requirements of the battle field. Methodology/Technique - The study was conducted by personally visi...
Green Practices in Northern Region Hotels of Malaysia
Objective – The objective of this paper is to examine green practices of hotels located in Northern region of Malaysia. Methodology/Technique – The sample of the study is 115 hotels in Penang, Kedah and Perlis. Questionn...
Tourism Policy for Encouraging the Development of SMEs in Belitong, Indonesia
Objective – This study discusses the role of tourism policy in the development of small and medium enterprises (SMEs) in the province of Belitong, Indonesia. Methodology/Technique – This research applies mixed method ana...
Green Purchase Behavior: The Role of Religiosity, Environmental Attitude, and Environmental Knowledge
Objective – This study attempts to determine the effect of religiosity, environmental attitudes, and environmental knowledge towards green purchase behavior. Methodology/Technique – Data were collected by distributing q...