Daniel Kristiawan - Academia.edu (original) (raw)
Uploads
Papers by Daniel Kristiawan
Jurnal Administrasi Bisnis S1 Universitas Brawijaya, Jun 7, 2015
Globalization creates new era of free trade, that requires speed, accuracy, and effectiveness in ... more Globalization creates new era of free trade, that requires speed, accuracy, and effectiveness in activities. Early marketing communications have to change from face to face communication to modernization communication which is called new wave technology. Marketing through technology make easier for marketers to apply introduction of product strategy to consumer. The type of this research is explanatory research with quantitive approach. The purpose of this study to analyze the influence of social media marketing variable to consumer awareness. Data for this study obtained from 119 respondents who had used the product of Uniqlo in Bandung, Surabaya, and Malang. Data analysis technique in this study used multiple linier regressions. The result of this study shows that brand exposure, customer engagement, and electronic word of mouth have positive correlation with consumer awareness and the most effective and dominant variable is electronic word of mouth. These results are consistent with the simultaneous testing by testing the F test which has the result calculate F value of 26.142 and significance value of 0.000. The coefficient of determination in this study amounted to 40,5% Variable brand exposure (X1) has influence but not significance to variable consumer awareness (Y), based through testing t test of brand exposure t value is 0.137 and significant value is 0.891. Variable customer engagement (X2) has significance influence to variable consumer awareness (Y), based through testing t test of brand exposure t value is 2.251 and significant value is 0,026. Variable electronic word of mouth (X3) has significance influence to variable consumer awareness (Y), based through testing t test of brand exposure t value is 5.172 and significant value is 0,000. This study provides recommendations for Uniqlo maximize profit from social media in order to build consumer awareness on product and improve communication between company and consumers more closely.
The purpose of this study to analyze the influence of social media marketing variable to consumer... more The purpose of this study to analyze the influence of social media marketing variable to consumer awareness. This research is explanatory research with quantitative approach. Data for this study obtained from 119 respondents. Sampling method in this research was quota sampling. According to multiple regression analysis the result shown that brand exposure has influence but not significantly to consumer awareness, shown with t test value 0,137 and significant value 0,891. Customer engagement has significantly influence to consumer awareness shown with t-test value 2,251 and significant value 0,026. Electronic Word of Mouth has significantly influence to consumer awareness shown with t-test value 5,172 and significant value 0,000.
Jurnal Administrasi Bisnis S1 Universitas Brawijaya, Jun 7, 2015
Globalization creates new era of free trade, that requires speed, accuracy, and effectiveness in ... more Globalization creates new era of free trade, that requires speed, accuracy, and effectiveness in activities. Early marketing communications have to change from face to face communication to modernization communication which is called new wave technology. Marketing through technology make easier for marketers to apply introduction of product strategy to consumer. The type of this research is explanatory research with quantitive approach. The purpose of this study to analyze the influence of social media marketing variable to consumer awareness. Data for this study obtained from 119 respondents who had used the product of Uniqlo in Bandung, Surabaya, and Malang. Data analysis technique in this study used multiple linier regressions. The result of this study shows that brand exposure, customer engagement, and electronic word of mouth have positive correlation with consumer awareness and the most effective and dominant variable is electronic word of mouth. These results are consistent with the simultaneous testing by testing the F test which has the result calculate F value of 26.142 and significance value of 0.000. The coefficient of determination in this study amounted to 40,5% Variable brand exposure (X1) has influence but not significance to variable consumer awareness (Y), based through testing t test of brand exposure t value is 0.137 and significant value is 0.891. Variable customer engagement (X2) has significance influence to variable consumer awareness (Y), based through testing t test of brand exposure t value is 2.251 and significant value is 0,026. Variable electronic word of mouth (X3) has significance influence to variable consumer awareness (Y), based through testing t test of brand exposure t value is 5.172 and significant value is 0,000. This study provides recommendations for Uniqlo maximize profit from social media in order to build consumer awareness on product and improve communication between company and consumers more closely.
The purpose of this study to analyze the influence of social media marketing variable to consumer... more The purpose of this study to analyze the influence of social media marketing variable to consumer awareness. This research is explanatory research with quantitative approach. Data for this study obtained from 119 respondents. Sampling method in this research was quota sampling. According to multiple regression analysis the result shown that brand exposure has influence but not significantly to consumer awareness, shown with t test value 0,137 and significant value 0,891. Customer engagement has significantly influence to consumer awareness shown with t-test value 2,251 and significant value 0,026. Electronic Word of Mouth has significantly influence to consumer awareness shown with t-test value 5,172 and significant value 0,000.