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Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)

Author

Listed:
  • Ayuningtyas Yuli Hapsari

    (Universitas Widyatama, Indonesia.)

Abstract

"Objective � The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique � This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it is an age of active users of social media such as: Instagram, YouTube, Facebook, etc. This study also uses primary data is based on interviews during the pre-survey and distribute questionnaires. After that at the time of processing the data, this study using multiple regression analysis as a verification method to measure how much digital video as a media campaign on consumer buying interest as well as to determine how much influence the brand equity on consumer buying interest as active users of social media Findings � After passing the calculations using regression and t-test, promotion through social media consisting of online communities and forums, blogs and social networks has a very strong influence on consumer buying interest compared to brand equity. This can be enhanced by strengthening social networking through social media to increase product sales, many companies still believe that social media as a low-cost promotional media but can increase sales, more promotion in social media will increase brand equity in the minds of consumers, so that in the end will benefit both sides. Novelty � The research conducted in the context of Indonesia with original data on brand equity effect on confidence of consumers."

Suggested Citation

  • Ayuningtyas Yuli Hapsari, 2017. "Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)," GATR Journals jmmr158, Global Academy of Training and Research (GATR) Enterprise.
  • Handle: RePEc:gtr:gatrjs:jmmr158
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    More about this item

    Keywords

    Digital Video; Promotion; Brand Equity; Consumer Buying Interest; Social Media.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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