Influence of Brand Awareness, Social Media Marketing, WOM on Onemed Purchase Decisions
Abstract
This study aims to analyse the influence of brand awareness, social media marketing, and word of mouth on purchasing decisions for OneMed Antiseptic products, with a focus on students and medical personnel in Surabaya. The increased use of antiseptics during the COVID-19 pandemic is thought to influence purchasing decisions for this product. This study examined 120 respondents consisting of medical students, doctors, nurses, and pharmacists who have purchased and used Antiseptic OneMed products. The data analysis technique used Structural Equation Modelling (SEM) with the help of SmartPLS. The results show that brand awareness and social media marketing have no significant effect on purchasing decisions, while word of mouth has a significant effect. Brand awareness also has a significant effect on word of mouth, but social media marketing does not have a significant effect. In addition, word of mouth plays an important role in mediating the effect of brand awareness on purchasing decisions, but social media marketing does not significantly influence purchasing decisions through word of mouth. This research provides insight into the factors that influence purchasing decisions for OneMed Antiseptic products, particularly in the context of a pandemic.
Keywords
Full Text:
PDFReferences
Annisa, T. “Ekrut Career: Brand Awareness,” 2021. https://www.ekrut.com/media/brand-awareness-adalah.
Cobb-Walgren, C. J., C. A. Ruble, and N Donthu. “Brand Equity, Brand Preference, and Purchase Intent.” Journal of Advertising 24, no. 3 (1995): 25–40.
Hoyle, R. H. Handbook Of Structural Equation Modeling. United States od America: The Guilford Press, 2021.
Isaac, Stephen, and William B Michael. Handbook in Research and Evaluation: A Collection of Principles, Methods, and Strategies Useful in the Planning, Design, and Evaluation of Studies in Education and the Behavioral Sciences, 3rd Ed. San Diego, CA, US: EdITS Publishers, 1995.
Khamis Ali Al Mashrafi, Sultan, Zaheer Ahmed Khan, and Corresponding Author. “Journal of Business and Management Studies Impact of Advantageous Campaigns on Customer-Brand Relationship Building Through Social Media Marketing,” 2022, 34–41. https://doi.org/10.32996/jbms.
Kotler, P., and K.L Keller. Manajemen Pemasaran. 12th ed. Jakarta: Erlangga, 2012.
Kotler, Philip., and Gary Amstrong. Prinsip-Prinsip Pemasaran. 13th ed. Jakarta: Erlangga, 2016.
Laksamana, Patria. “I Will Always Follow You: Exploring the Role of Customer Relationship in Social Media Marketing.” International Review of Management and Marketing 10, no. 3 (2020): 22–28. https://doi.org/10.32479/irmm.9662.
Mahmud, Md. Shahed, Md. Nazmul Islam, Md. Rostam Ali, and Nadia Mehjabin. “Impact of Electronic Word of Mouth on Customers’ Buying Intention Considering Trust as a Mediator: A SEM Approach.” Global Business Review 25, no. 2_suppl (2020): S184–98. https://doi.org/10.1177/0972150920976345.
Matila, Tahir, Aamir Shahzad, and None Saima. “Analyzing Consumer Buying Behavior Through Word of Mouth: An Empirical Assessment” 1, no. 1 (2023). https://doi.org/10.61503/cissmp.v1i1.14.
Meliawati, Tiara, Sweety Celendine Gerald, and Akhmad Edhy Aruman. “The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention.” Journal of Consumer Sciences 8, no. 1 (2023): 77–92. https://doi.org/10.29244/jcs.8.1.77-92.
Priyatin, S., and A.P Utomo. “Menteri Kesehatan Budi Gunadi Sadikin: Tahun Depan, 90 Persen Belanja Kesehatan Harus Produk Dalam Negeri,” 2022. https://regional.kompas.com/read/2022/08/27/183309778/menteri-kesehatan-budi-gunadi-sadikin-tahun-depan-90-persen-belanja.
Riswandi, D. Iwan, Denpharanto Agung Krisprimandoyo, Siska Armawati Sufa, Aulia Afniar. R, and Athok Murtadlo. “Digital Marketing Transformation Optimization: Building Superior Brand Awareness for Hydroponic Products.” Sinergi : Jurnal Ilmiah Ilmu Manajemen 14, no. 1 (2024): 8–19. https://doi.org/10.25139/sng.v14i1.7991.
Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: CV. Alfabeta, 2017.
———. Metode Penelitian Kuantitatif, Kualitatig, Dan R&D. Bandung: Alfabeta, 2018.
Valentika, Nina, Tsarina Zenabia, Muslim Muslim, Nanik Rosini, and Nining Nining. “Implementasi Sosial Media Marketing Dalam Meningkatkan Jaringan Pasar.” Jurnal Pengabdian Kepada Masyarakat (JPKM) - Aphelion 1 (September 14, 2020): 68. https://doi.org/10.32493/jpka.v1i01.6907.
Wono, Hilda Yunita, Nofal Supriaddin, Fitrani Amin, Yudiana Indriastuti, and Siska Armawati Sufa. “Social Media, Digital Literacy, and Business Innovation.” Jurnal Ilmiah Manajemen Dan Bisnis, 2020, 77–86.
DOI: http://dx.doi.org/10.35931/aq.v19i2.4796
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Vania Michelle Vincentia
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan
index by:
Publish by:
Sekolah Tinggi Ilmu Al-Qur'an Amuntai
Contact us:
Address: Jl. Rakha Pakapuran, Amuntai Utara
Kabupaten : Hulu Sungai Utara
Kode Pos : 71471
Provinsi : Kalimantan Selatan
Telephone : 085251613000
Email: hafizhihusinsungkar@gmail.com
This work is licensed under a Creative Commons Attribution 4.0 International License