| dc.contributor.author | ROSYATI, RETNO | |
| dc.date.accessioned | 2018-10-22T04:17:39Z | |
| dc.date.available | 2018-10-22T04:17:39Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/22429 | |
| dc.description | Intagram merupakan akun jejaring sosial yang kini sudah popular disemua kalangan. Banyak dimanfaatkan oleh banyak orang bahkan sekarang ini sudah banyak perusahaan yang juga memanfaatkan akun jejaring sosial tersebut untuk melakukan pemasaran produk mereka. Penelitian ini melihat bagaimana meningkatkan brand awareness dari followers intagram SOSRO denganmelihatdari internet marketing yang dilakukan SOSRO yang dimediasi oleh efektivitas iklan dan word of mouth. Metode penelitian ini adalah dengan survey langsung ke followers Instagram SOSRO. Dilakukan uji Reliabilitas dan uji Validitas instrumen. Responden penelitian terdiri dari 150 pelanggan. Data yang terkumpul dianalisis dengan metode SEM AMOS.
Hasil penelitian menunjukkan bahwa: 1) Internet marketing berpengaruh signifikan terhadap word of mouth; 2) Internet Marketing berpengaruh signifikan terhadap efektivitas iklan; 3) Internet marketing tidak berpengaruh signifikan terhadap brand awareness; 4) word of mouth tidak berpengaruh signifikan terhadap brand awareness; 5) efektivitas iklan berpengaruh secara signifikan terhadap brand awareness.
Kata Kunci: Internet Marketing, Word of Mouth, Efektivitas Iklan dan Brand Awareness | en_US |
| dc.description.abstract | Intagram is a social networking account that is now popular in all circles. Widely used by many people even now there are many companies that also take advantage of these social networking accounts to market their products. This study looks at how to increase brand awareness from SOSRO intagram followers by looking at internet marketing conducted by SOSRO which is mediated by the effectiveness of advertising and word of mouth. This research method is a survey directly to SOSRO Instagram followers. Reliability and test of instrument validity is tested. Research respondents consisted of 150 customers. The collected data were analyzed by SEM AMOS method.
The results showed that: 1) Internet marketing had a significant effect on word of mouth; 2) Internet Marketing has a significant effect on the effectiveness of advertising; 3) Internet marketing has no significant effect on brand awareness; 4) word of mouth does not have a significant effect on brand awareness; 5) advertising effectiveness has a significant effect on brand awareness.
Keywords: Internet Marketing, Word of Mouth, Advertising Effectiveness and Brand Awarenes | en_US |
| dc.publisher | MM UMY | en_US |
| dc.subject | Internet Marketing | en_US |
| dc.subject | Word of Mouth | en_US |
| dc.subject | Advertising Effectiveness | en_US |
| dc.subject | Brand Awarenes | en_US |
| dc.title | PENGARUH INTERNET MARKETING TERHADAP WORD OF MOUTH DAN EFEKTIVITAS IKLAN DALAM MENINGKATKAN BRAND AWARENESS (Studi Pada Follower Akun Instagram SOSRO Di Jejaring Sosial) | en_US |
| dc.type | Thesis | en_US |
