Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

16 Pages Posted: 14 Jan 2019 Last revised: 20 Jan 2019

See all articles by Hanny Apriyani

Hanny Apriyani

State University of Jakarta

Is Dayanti

State University of Jakarta

Osly Usman

State University of Jakarta - Faculty of Economics

Date Written: December 27, 2018

Abstract

This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain appropriate and reliable knowledge about the relationship between the influence of promotion through social media Instagram, awareness brand, brand equity, brand loyalty, purchasing decisions. This research was conducted in Indonesia with a total sample of 310 respondents. Data was analyzed using SEM techniques (Structural Equation Modeling), with the aim of testing the theory. SEM approach using smart PLS 3.0 software. This smart PLS 3.0 software uses the PLS (The partial least squares) approach. The results of the calculation path coefficient show that the variables that have the most influence on purchasing decisions are promotions through Instagram social media. While the variable having the lowest influence on purchasing decisions is brand awareness. Brand awareness variables have an influence on purchasing decisions of 0.026. It can be concluded that if a person in making purchasing decisions, not necessarily because of brand awareness (brand awareness) he has. Conversely, while someone who has a brand awareness (brand awareness) not necessarily making purchasing decisions.

Keywords: Effect of Promotion through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty, Purchasing Decisions

Suggested Citation

Apriyani, Hanny and Dayanti, Is and Usman, Osly, Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions (December 27, 2018). Available at SSRN: https://ssrn.com/abstract=3309783

Hanny Apriyani

State University of Jakarta ( email )

Jalan Rawamangun Muka no 1
Jakarta Timur, jakarta 13220
Indonesia

Is Dayanti (Contact Author)

State University of Jakarta ( email )

Jalan Rawamangun Muka no 1
Jakarta Timur, jakarta 13220
Indonesia

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta
Indonesia
021-4721227 (Phone)
021-4721227 (Fax)

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