Search

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y. [ABSTRACT FROM AUTHOR]

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic cross-sectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately.

The level of popularity of Korean music is in line with the increasing number of K-pop fans in Indonesia. Despite K-Pop's increasing popularity in Indonesia, K-beauty's reputation has declined. This study explores the influence of the Korean wave on consumer behavior in Indonesia, focusing on the K-Pop and K-Beauty industries. The research analyzes the effects of audience involvement, celebrity worship, brand awareness, and perceived product quality on purchase and visit intentions using survey data of 221 K-pop fans. Data were analyzed using Partial Least Squares (PLS). Findings reveal that audience involvement positively influences celebrity worship, which, in turn, boosts brand awareness, and sigficantly impacts perceived product quality. This perceived product quality positively affects consumers' intentions to purchase and visit, highlighting the interconnectedness of these factors. These results underscore the substantial role of audience involvement and celebrity worship in enhancing brand awareness and perceived product quality, which are pivotal in shaping purchase and visit intentions. The study offers valuable insights for businesses and marketers in the K-Pop and K-Beauty industries, emphasizing the need to understand and leverage these dynamics within the Indonesian consumer market.

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis.

Garnier, a new product from PT. L'oreal Indonesia offers affordable prices and various variants with the latest innovations. However, political and religious controversies involving Israel often create negative perceptions of pro-Israel products. The focus of this research is the analysis of the influence of Brand Awareness and Religiosity on customer Purchasing Decisions of pro-Israel products on Garnier products at Abel Store. This study aims to determine the influence of Brand Awareness and Religiosity on Purchasing Decisions. This study used a sample of 105 respondents with the method of quantitative analysis and processed using Smart PLS. The results of this study show that Brand Awareness and Religiosity have a positive and significant effect, partially and simultaneously. Keywords: Brand Awareness; Religiosity; Purchasing Decisions

Nowadays, many brands are increasing their collaboration with Influencers. For this reason, many social media celebrities appear before social media users with new content every day. The ability of influencers to gain response is undoubtedly closely related to gaining the trust of users and the quality of the content they share. Otherwise, it will not be possible for Influencers to be effective through their followers. The aim of this study is to examine the impact of social media users' trust in Influencers and their quality perception of the content shared by these celebrities on brand awareness, consumer interaction and purchase intentions for the promoted products. Research data was obtained through an online survey form in January 2024. As part of the research, data was collected from a total of 350 participants across Türkiye. As a result of the research, it was determined that most participants purchased between 1-6 products because of influencer promotions. Although the participants largely follow Influencers in the fields of education, entertainment, food and beverage, technology and travel, one of the important research findings is that nearly half of the participants do not purchase any products. Again, because of the research, it was determined that most of the participants watched the promotional content of Influencers for a period of 1-3 hours. As a result of the research, it was determined that trust in Influencers and perception of content quality have a significant and strong effect on brand awareness, consumer interaction and purchase intention. It is evaluated that the research results will be useful for brands that consider collaborating with researchers and influencers working in this field. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic has caused various behavioral changes in society, especially in business. People's consumption behavior has shifted to the consumption of daily necessities products, so that sales in property have decreased. This study aims to examine the effect of Experiential Marketing on Purchase Intention at the Ciputra International Jakarta Superblock Project. This research uses a quantitative design using SEM-PLS analysis. The population in this study is sales candy data obtained through Instagram booster ads in the Jakarta area of as many as 334 people, which is also determined by the number of saturated samples. The results showed that experiential marketing variables have a significant influence on brand image and brand awareness. Brand image and brand awareness variables have a significant and positive effect on Purchase Intention. In addition, the results of the mediation of Experiential Marketing variables mediated by Brand Image and Brand Awareness variables have a positive and significant effect on Purchase Intention. The implication of this research is that experiential marketing activities (sense, feel, think, act, and relate) are needed to improve brand image and brand awareness so that they can help increase consumer purchase intention in the vertical building property industry.

The era of digitalization and the internet continues to influence consumer behavior changes in accessing digital entertainment services, such as the transition from CD–DVD players and Bluray Discs to Television on Demand (TVOD) and then to Subscription Video on Demand (SVOD) platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, etc. This study seeks to determine the influence of brand equity factors such as brand awareness, brand image, and brand personality on consumer purchase decisions for digital entertainment services “Subscription Video on Demand (SVOD).” The study involves 150 respondents from five major Indonesian cities: Jakarta, Bandung, Surabaya, Medan, and Makassar, using a non-probability sampling method. The respondents are aged from 15 to 55 and have watched SVOD advertising on YouTube. The SPSS was used to conduct the analysis, which employed a multiple linear regression technique. The study's findings show that brand image and personality significantly influence customers' decisions to subscribe to SVOD services, while brand awareness does not. It contributes to brand equity theory in digital services – while in practice, digital entertainment companies must establish a strong brand reputation and character to become consumer preference, as advertising alone does not influence consumer decisions. Era digitalisasi dan internet terus mempengaruhi perubahan perilaku konsumen dalam mengakses layanan media hiburan digital seperti transisi CD–DVD player dan Blueray Disk menjadi Television on Demand (TVOD) dan selanjutnya menjadi Subscription Video on Demand (SVOD) seperti Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, dan lain-lain. Penelitian ini bertujuan untuk mengukur pengaruh faktor brand equity seperti brand awareness, brand image, dan brand personality terhadap keputusan konsumen dalam pembelian layanan hiburan digital Subscription Video on Demand (SVOD). Penelitian dilakukan terhadap 150 respoden di lima kota besar di Indonesia yaitu Jakarta, Bandung, Surabaya, Medan dan Makassar dengan pemilihan sampel secara non-probabilitas. Responden penelitian ini adalah konsumen usia 15 hingga 55 tahun yang menonton iklan SVOD di YouTube. Analisis dilakukan dengan pendekatan regresi linear berganda melalui aplikasi SPSS. Hasil temuan penelitian menunjukkan bahwa keputusan konsumen untuk berlangganan layanan SVOD dipengaruhi secara signifikan oleh brand image dan brand personality, sementara brand awareness tidak memiliki pengaruh yang signifikan. Penelitian ini memberikan kontribusi baru terhadap teori brand equity pada layanan hiburan digital SVOD, sedangkan implikasi praktisnya – para pelaku bisnis layanan hiburan digital harus membangun reputasi dan karakter merek yang kuat agar menjadi preferensi konsumen, karena iklan saja tidak mempengaruhi keputusan konsumen.

AbstractThe objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the application of 1600 surveys to university students, whose data is analyzed using the structural equations method. As a result of the analysis, it is concluded that substantial marketing activities in a different business environment for a public higher education institution are made up of four dimensions: entertainment, sharing, advertising and personalization. It is also concluded that these activities have a positive effect on brand awareness and loyalty generation.

Brand awareness serves as a crucial factor in setting apart educational institutions amidst competition and enticing potential stakeholders. Utilizing video content emerges as an effective avenue for conveying a university's ethos and values, thereby enriching brand recognition. This study endeavors to explore impactful strategies in video content creation aimed at fortifying the brand awareness of Universitas Pesantren Tinggi Darul Ulum (Unipdu). Employing a qualitative methodology, the research employs in-depth interviews, focus group discussions, and content analysis to glean insights from Unipdu stakeholders. Through thematic analysis, recurring patterns and themes concerning effective video content strategies for brand awareness are delineated. The findings unveil Unipdu's alignment with branding theory, accentuating the emphasis on brand identity development, strategic positioning, and the cultivation of brand equity. Concurrently, content marketing strategies, tailored to each stage of the buyer's journey, are implemented to effectively engage prospective students. In conclusion, Unipdu's concerted efforts in strategic branding and content marketing, underpinned by theoretical frameworks, have propelled the university to the forefront of the education sector. By harmonizing content strategies with audience requisites and assessing effectiveness, Unipdu not only bolsters its brand perception but also beckons stakeholders, thereby fortifying its competitive edge. [ABSTRACT FROM AUTHOR]

This article focuses on the sponsoring of motoring events and evaluates the levels of brand awareness that sponsoring brings to brands. The level of brand awareness was measured during Barum Czech Rally Zl??n, and two methods of evaluating brand awareness were used. First was an unaided recall of possible sponsors of rallying, and second, respondents were given a list of possible sponsors and had to recognize brands of actual sponsors. They were then asked whether they were purchasing goods based on the fact that the given brand is a sponsor of motorsport. As the results showed, the most known brands were those of major sponsors of the event itself. The majority of respondents prefer brands that are sponsoring motorsport. Thus, brand awareness via motorsport is a promoting tool mainly for big sponsors, providing plenty of coverage during the event. [ABSTRACT FROM AUTHOR]

Purpose: Technology constantly evolves, improving communication and entertainment access. YouTube is a popular platform for businesses to engage with customers. This study aims to investigate the relationship between Influencer’s advertising, brand awareness, and brand image on customer purchase intention. Design/ methodology/ approach: This study used a quantitative approach with SPSS analysis and focused on Marketing Management students of Airlangga University in the semester of the academic year 2022/2023 who have watched YouTube within the past 6 months and have given their consent and willingness to participate in the research. The sample size of 72 students was determined using Slovin's formula with a 10% margin of error. Questionnaires were distributed via Google Forms, translated into Indonesian for clarity, and used a 5-point scale to collect responses. Findings: The study found that collectively, influencer advertising (X1), brand awareness (X2), and brand image (X3) significantly impact customer purchase intention (Y). Individually, influencer advertising (X1), brand awareness (X2), and brand image (X3) also have significant effects on Customer Word of Mouth (Y). Paper type: Research paper

This research aims to determine the influence of online customer reviews and influencer marketing mediated by brand awareness on purchasing decisions for local perfumes in e-commerce. Quantitative methods were used in this research with a sampling technique using a purposive sampling method. The population in this study involved Gen Z and millennials with an age range of 17-40 years who were perfume customers in the city and district of Cirebon. The sample used was 150 respondents who met the research sample criteria. Data analysis in the research was processed using structural equation modeling (SEM-PLS) using the SmartPLS 4.1.0 application. Based on the results of the analysis of validity tests, reliability tests, discriminant validity, r-square tests, and path coefficients, results were obtained which stated that there was a positive and significant influence of each exogenous variable, namely Online Customer Reviews, Influencer Marketing on purchasing decisions. Furthermore, Brand Awareness can be a positive mediator in the correlation between Online Customer Reviews and Influencer Marketing which simultaneously influences Purchase Decision variables for local perfume products in e-commerce.

The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand. [ABSTRACT FROM AUTHOR]

Copyright of African Journal of Reproductive Health is the property of Women's Health & Action Research Centre and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: In the present research the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS ​​software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.

Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

Background This study conducted a comprehensive bibliometric analysis to identify the gaps in the existing literature related to Online marketing and brand awareness strategies for HEI. It has evaluated the current state of the literature on the given topic showing the pivotal role of online marketing and brand awareness in higher education for enrollment. Methods The study used a web-based application, Biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022. The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study. Results We found that HEI online marketing and brand awareness have not been explored much as it has not reached the stage of maturity. Most of the publication was done during the time of Covid-19. Also, the role of brand awareness in student enrollment decisions for HEI requires more investigation. Top most publications their sources and top authors are identified. Conclusions Bibliometric analysis has provided valuable insights into the seminal work, emerging trends, and the gap in the study. This area of study has been explored but not as much as challenges, and the effectiveness of online marketing tools like seo, sem,ppc and more has not been measured. Further, this paper allows researchers to study by examining the pattern of publications by seeing the different authorships, co-authors, collaborations, relevant sources, and citations. The insights of this paper will help education policymakers devise more creative strategies to increase enrollment, ensuring sustained relevance and competitive advantage in higher education institutions .

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness. [ABSTRACT FROM AUTHOR]

Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery. Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling. Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/ SEM. Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness. Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found. [ABSTRACT FROM AUTHOR]

The high consumer interest in K-Pop has made South Korean skincare brands compete to use idols as brand ambassadors on social media. Increasing brand awareness for new brands starting their business in other countries is needed and K-Pop idols are considered capable. The research objective was to measure the influence of K-Pop Idol brand ambassadors on brand awareness by using Stray Kids boyband and Nacific skincare as case studies. Quantitative methods were used by distributing questionnaires to 100 South Korean skincare users in Indonesia. The results showed that the effect was only 11.9%, which was caused by various factors. [ABSTRACT FROM AUTHOR]

Purchase intention is a form of consumer behavior that wishes to own a product based on the experience, use, and attractiveness of a product. Purchase intention arises because of stimuli that come from within consumers and provide encouragement or motivation to own a product. This study aims to examine the role of brand awareness in mediating the effect of social media marketing on the purchase intention of Spotify premium services for people in Denpasar City. The population of this study is people in Denpasar City who have never purchased Spotify premium services, the number of which is not known with certainty (infinite). The sample was determined using a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires to 108 respondents. The analysis techniques used are descriptive statistical analysis, classical assumption test, path analysis, Sobel test, and VAF test. The results showed that social media marketing has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchase intention. Brand awareness is able to partially mediate and increase the total influence of social media marketing on purchase intention. The results of this study provide implications for marketing strategies, especially in company management can develop marketing strategies by paying attention to social media marketing indicators and brand awareness that have good performance in this study in order to increase the purchase intention of Spotify premium services. [ABSTRACT FROM AUTHOR]

This research provides an in-depth understanding of the factors that influence Universitas Muhammadiyah Surakarta students' buying interest in Shopee e-commerce. One of the findings shows that Live Streaming does not have a significant influence on purchasing interest on the platform. Nevertheless, an interesting finding is that Brand Awareness and Brand Image, two important aspects of brand marketing strategy, have a positive and significant influence on purchase intention. This indicates that brand awareness and image have a more dominant role in influencing purchasing decisions than live-streaming factors among students. This positive influence shows that efforts to increase awareness and build a strong brand image can be an effective strategy in increasing buying interest in Shopee e-commerce among students. Therefore, a deep understanding of how these factors interact with each other can help related parties develop more effective marketing strategies and strengthen brand positions in an increasingly competitive market.

Strategi media sosial merupakan sebuah perencanaan terstruktur yang digunakan untuk mencapai suatu tujuan yang diinginkan pada media sosial. Banyaknya pengguna aktif media sosial di Indonesia memberikan kesempatan kepada setiap perusahaan untuk mempromosikan produk atau jasa yang ditawarkan dengan menjangkau konsumen-konsumen potensial melalui media sosial. Instagram merupakan salah satu media sosial yang sering digunakan oleh target audiens PT XYZ. Oleh karena tujuan penelitian ini adalah merancang strategi media sosial Instagram PT XYZ untuk membangun kesadaran merek PT XYZ. Metode penelitian yang digunakan adalah metode kualitatif di mana tahapan penelitiannya mengacu pada social media strategy wheels. Berdasarkan hasil pengujian, strategi media sosial Instagram yang dirancang dapat memberikan informasi yang dibutuhkan target audiens dalam pengembangan bisnis mereka dan memberi keyakinan kepada target audiens untuk menggunakan jasa PT XYZ. Hasil dari penelitian ini adalah strategi media sosial Instagram yang mampu membangun brand awareness PT XYZ.