BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTERdoi:10.34820/FK2/QQJPBJTelkom University Dataverse2022-03-301Sastika, Widya, 2022, "BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER", https://doi.org/10.34820/FK2/QQJPBJ, Telkom University Dataverse, V1, UNF:6:xeEOZ0O5T9yEbCrY8wuYIA== [fileUNF]BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTERdoi:10.34820/FK2/QQJPBJSastika, WidyaTelkom University DataverseSastika, WidyaSastika, Widya2022-03-30Business and ManagementInternet has become one of modern communication tools in the development technology era. Internet users in Indonesia have increased from year to year. The highest activity is for social networking. Social networking is becoming a growing trend. In 2012, Indonesia is the fifth largest in the world of Twitter users as much as 29 million users. Twitter as one of the media for buzz marketing could be categorized as an effective tool for making a brand image of product that can be accepted and distributed to third party, consumers who chose the brand they will use, and redistribute about that brand. Buzz marketing or commonly known as viral marketing is a marketing activity in communication media which creates "noise" significant and appealing to the target audience to discuss about the product and give it a try. Research methods used in this research is descriptive and causal research by collecting primary and secondary data. Sampling technique in this study was non-probability convenience sampling. This study uses SEM (Structural Equation Modeling), a multivariate statistical analysis technique that analyzes the relation structured. This technique is a combination of factor analysis and multiple regression analysis. The results of this study are expected to be useful for the development of science and the needs of businesses, especially in marketing field.CC0 WaiverDATA ETAR.tab40212text/tab-separated-valuesUNF:6:xeEOZ0O5T9yEbCrY8wuYIA==RespondenUNF:6:QN1Hj4/OdrCnq1eVOcFIMA==BUZZMARKETINGUNF:6:RqJVOWZlED6wgmaLWPKNZQ==CUNF:6:akY7i29Zk/SdCBXpM2FUMw==BRANDIMAGEUNF:6:EszeFkPiOwwguynxDJQiog==EUNF:6:rdkW8LKh036BaDrLDaplPA==FUNF:6:1zhdCFXnHnVAhk3VxVy/8w==BRANDAWARENESSUNF:6:z4A+9VL4wRVwmsB0kJjj1g==HUNF:6:igLpeaPYkfJCUSxdHCuicA==IUNF:6:c6Q/bL6hXzYxTixIod563A==PURCHASINGDECISIONUNF:6:ZlyawGI3E/1AwR/Os8ArCw==KUNF:6:Ve3cRkiGIpMxHJT+nFPQfw==LUNF:6:LvQI+sIX5nI27TL7XNpOmg==