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)
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Date
2017-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Management & Marketing Review (JMMR), Global Academy of Training and Research (GATR), Vol.2, Issue.3
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.
Type of Paper: Empirical
Description
Keywords
Digital Video, Promotion, Brand Equity, Consumer Buying Interest, Social Media