Download fulltext HTML
Malik Akbar Rohandi, M., Nur Hasanah, E., & Tresna Gumilar, E. (2023). Social Media Marketing to Brand Awareness in Private University. KnE Social Sciences, 8(18), 1–14. https://doi.org/10.18502/kss.v8i18.14191

https://doi.org/10.18502/kss.v8i18.14191

statistics

  • 307 Abstract Views
  • 134 PDF Views
  • 0 HTML Views

authors

  • Mochamad Malik Akbar Rohandi

    Mochamad Malik Akbar Rohandi

    Faculty of Economic and Business, Universitas Islam Bandung
  • Eneng Nur Hasanah

    Eneng Nur Hasanah

    Faculty of Economic and Business, Universitas Islam Bandung
  • Eka Tresna Gumilar

    Eka Tresna Gumilar

    Faculty of Economic and Business, Universitas Islam Bandung

Published Date

  • Oct 30, 2023

Social Media Marketing to Brand Awareness in Private University

KnE Social Sciences / 5th Social and Humaniora Research Symposium (5th SoRes) / Pages 1–14

Abstract

Social media can be used as a selling strategy, services, communication, and a source of information. This research aims to measure the impact of digital marketing using four different social media, that is. Youtube, Facebook, Instagram, and Twitter through brand awareness in the private universities in Indonesia based on how the user gets information from social media and makes it the information source. The methodology used in this research is the quantitative method of causal effect. This research was conducted by using primary and secondary data. The sampling technique uses non-probability sampling by using minimum respondents from Bernoulli. While, the data analysis was done using path analysis. By using 385 respondents, the research shows that digital marketing simultaneously influences university brand awareness by 22.96%. This result shows that digital marketing is one of the media which can be used to increase public brand awareness through university. Meanwhile, Facebook and Twitter have a positive influence on university brand awareness. In conclusion, Facebook and Twitter can increase the brand awareness of a university.


Keywords: digital marketing; social media; brand awareness; private university

References
[1] Kemp S. “Digital 2018: Global digital report.” 2018.

[2] Chaffey D, Chadwick FE. Digital marketing: Strategy, implementation and practice. 6th ed. Pearson; 2016.

[3] Chaffey D. Digital business and E-commerce management: Strategy, implementation and practice. Pearson Education Limited; 2015.

[4] Purwana D, Rahmi R, Aditya S. Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit [ JPMM]. Jurnal Pemberdayaan Masyarakat Madani. 2017 May;1(1):1–17.

[5] Zarella D. The social media marketing book. O’Reilly Media; 2009.

[6] Si S. Social media and its role in marketing. Business and Economics Journal. 2015;07(01): https://doi.org/10.4172/2151-6219.1000203.

[7] Kotler P, Keller KL. Marketing management, 15th, global ed. Pearson, 2015.

[8] Hartanto H, Silalahi E. Efektivitas Penggunaan Media Sosial Untuk Meningkatkan Brand Awareness, Fucntional Brand Image, Dan Hedonic Brand Image Dari Produk Samsung Galaxy. Jurnal Manajemen. 2013 Nov;10(2):187–203.

[9] Werve KE, Frick T. Return on engagement: content strategy and web design. 2nd ed. Focal Press; 2015.

[10] Hasan A. Marketing dan Kasus-Kasus Pilihan. Center for Academic Publishing Service; 2013.

[11] Tjiptono F. Manajemen dan strategi merek. Yogyakarta: Andi Offset, 2011.

[12] Handayani D. The official MIM academy coursebook brand operation. Jakarta: Esensi Erlangga Group; 2010.

[13] Darmadi Durianto S, Sitinjak T. Strategi menaklukkan pasar: melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama; 2003.

[14] Wiratna Sujarweni V. Metodologi Penelitian Bisnis & Ekonomi. Volume 13. Yogyakarta: Pustaka Baru Press; 2015.

[15] Indrawati. Metode Penelitian Kualitatif : Manajemen dan Bisnis Konvergensi Teknologi Informasi dan Komunikasi. 1st ed. Bandung: Refika Aditama; 2018.

[16] Damodar N. Gujarati, essentials of econometrics. 3rd ed. New York: McGraw-Hill; 2005.

[17] Widyawati A, Hidayat R. “Pengaruh Social Media Marketing Melalui Youtube Terhadap Tingkat Brand Awareness Pada Generasi Z (Studi Kasus Pada Radio Play99Ers 100 Fm Bandung),” e-Proceeding of Applied Science. 2018 Desember;4(3).