The Effect of Endorsers and Social Media Advertising on Consumer Purchase Decisions of Instagram Social Media Users with Brand Awareness as a Mediating Variable
| Main Authors: | ., Edward Yohanes, Ellitan, Lena, ., C Marliana Junaedi |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program MM Universitas Surabaya
, 2021
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| Subjects: | |
| Online Access: |
https://journal.ubaya.ac.id/index.php/jerb/article/view/4472 https://journal.ubaya.ac.id/index.php/jerb/article/view/4472/3405 |
| ctrlnum |
article-4472 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">The Effect of Endorsers and Social Media Advertising on Consumer Purchase Decisions of Instagram Social Media Users with Brand Awareness as a Mediating Variable</title><creator>., Edward Yohanes</creator><creator>Ellitan, Lena</creator><creator>., C Marliana Junaedi</creator><subject lang="en-US">Endorsers, Social Media Advertising, Consumer Purchase Decisions, Brand Awareness</subject><description lang="en-US">This study aims to examine the effect of endorsers and social media advertising on consumer purchase decisions of Instagram social media users with brand awareness as a mediating variable. The research sample used in this study was 150 samples with a purposive sampling technique. The data used was primary data obtained by distributing questionnaires to Instagram social media users. The data analysis technique used was SEM with Smart PLS 3 software. The results show that social media advertising has a significant effect on brand awareness, endorsers have no effect on brand awareness, brand awareness has a significant effect on consumer purchase decisions, social media advertising has a significant effect on consumer purchase decisions, endorsers have a significant effect on consumer purchase decisions, social media advertising has no effect on consumer purchase decisions through brand awareness, and endorsers have no effect on consumer purchase decisions through brand awareness.</description><publisher lang="en-US">Program MM Universitas Surabaya</publisher><date>2021-07-25</date><type>Journal:Article</type><type>Other:info:eu-repo/semantics/publishedVersion</type><type>Journal:Article</type><type>File:application/pdf</type><identifier>https://journal.ubaya.ac.id/index.php/jerb/article/view/4472</identifier><identifier>10.24123/jeb.v2i2.4472</identifier><source lang="en-US">Journal of Entrepreneurship & Business; Vol. 2 No. 2 (2021): Journal of Entrepreneurship & Business (September); 71-85</source><source>2721-706X</source><source>10.24123/jeb.v2i2</source><language>eng</language><relation>https://journal.ubaya.ac.id/index.php/jerb/article/view/4472/3405</relation><rights lang="en-US">Copyright (c) 2021 THE AUTHOR(S)</rights><rights lang="en-US">http://creativecommons.org/licenses/by/4.0</rights><recordID>article-4472</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal Other:info:eu-repo/semantics/publishedVersion Other File:application/pdf File Journal:eJournal |
| author |
., Edward Yohanes Ellitan, Lena ., C Marliana Junaedi |
| title |
The Effect of Endorsers and Social Media Advertising on Consumer Purchase Decisions of Instagram Social Media Users with Brand Awareness as a Mediating Variable |
| publisher |
Program MM Universitas Surabaya |
| publishDate |
2021 |
| topic |
Endorsers Social Media Advertising Consumer Purchase Decisions Brand Awareness |
| url |
https://journal.ubaya.ac.id/index.php/jerb/article/view/4472 https://journal.ubaya.ac.id/index.php/jerb/article/view/4472/3405 |
| contents |
This study aims to examine the effect of endorsers and social media advertising on consumer purchase decisions of Instagram social media users with brand awareness as a mediating variable. The research sample used in this study was 150 samples with a purposive sampling technique. The data used was primary data obtained by distributing questionnaires to Instagram social media users. The data analysis technique used was SEM with Smart PLS 3 software. The results show that social media advertising has a significant effect on brand awareness, endorsers have no effect on brand awareness, brand awareness has a significant effect on consumer purchase decisions, social media advertising has a significant effect on consumer purchase decisions, endorsers have a significant effect on consumer purchase decisions, social media advertising has no effect on consumer purchase decisions through brand awareness, and endorsers have no effect on consumer purchase decisions through brand awareness. |
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IOS16779.article-4472 |
| institution |
Universitas Surabaya |
| institution_id |
283 |
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library:university library |
| library |
Penerbitan dan Publikasi Ilmiah |
| library_id |
3484 |
| collection |
Journal of Entrepreneurship and Business |
| repository_id |
16779 |
| subject_area |
Accounting/Akuntansi Business/Bisnis Personnel Human Resource Administration/Personalia Administrasi Negara Entrepreneurs/Entrepreneur, Wirausaha |
| city |
KOTA SURABAYA |
| province |
JAWA TIMUR |
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1 |
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IOS16779 |
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2022-03-16T02:16:08Z |
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2022-03-16T02:16:08Z |
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1727421006420639744 |
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