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Part 1: Document Description
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Citation |
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Title: |
BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER |
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Identification Number: |
doi:10.34820/FK2/QQJPBJ |
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Distributor: |
Telkom University Dataverse |
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Date of Distribution: |
2022-03-30 |
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Version: |
1 |
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Bibliographic Citation: |
Sastika, 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] |
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Citation |
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Title: |
BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER |
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Identification Number: |
doi:10.34820/FK2/QQJPBJ |
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Authoring Entity: |
Sastika, Widya (Fakultas Ilmu Terapan - Bussines Resources, Marketing, and Tourism Strategy) |
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Distributor: |
Telkom University Dataverse |
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Access Authority: |
Sastika, Widya |
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Depositor: |
Sastika, Widya |
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Date of Deposit: |
2022-03-30 |
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Study Scope |
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Keywords: |
Business and Management |
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Abstract: |
Internet 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. |
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Methodology and Processing |
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Sources Statement |
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Data Access |
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Notes: |
CC0 Waiver |
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Other Study Description Materials |
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File Description--f4823 |
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File: DATA ETAR.tab |
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Notes: |
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List of Variables: |
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Variables |
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