BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER

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Telkom University, FANNI HUSNUL HANIFA, 2022, "BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER", https://doi.org/10.34820/FK2/NNGZ5Q, Telkom University Dataverse, V1, UNF:6:xeEOZ0O5T9yEbCrY8wuYIA== [fileUNF]

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Description

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 (2014-11-07)

Subject

Business and Management

	1 File
	DATA ETAR.tab Tabular Data - 26.7 KB - Mar 31, 2022 - 123 Downloads 12 Variables, 402 Observations - UNF:6:xeEOZ0O5T9yEbCrY8wuYIA==	Access File Download Options Original File Format (MS Excel Spreadsheet) Tab-Delimited RData Format Variable Metadata Data File Citation RIS EndNote XML BibTeX

Citation Metadata

Dataset Persistent ID	doi:10.34820/FK2/NNGZ5Q
Publication Date	2022-03-31
Title	BUZZ MARKETING ANALYSIS OF EFFECT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASING DECISION THROUGH TWITTER
Author	Telkom University, FANNI HUSNUL HANIFA (Fakultas Ilmu Terapan, Business Resource, Marketing and Tourism (BRMT)) - ResearcherID:
Contact	Use email button above to contact. Telkom University, FANNI HUSNUL HANIFA (Fakultas Ilmu Terapan, Business Resource, Marketing and Tourism (BRMT))
Description	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 (2014-11-07)
Subject	Business and Management
Depositor	Telkom University, FANNI HUSNUL HANIFA
Deposit Date	2022-03-31

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