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An Analysis of Factors Affecting Brand Awareness Using Social Media in Indonesia (A Case Study of Sushi Miyabi Restaurant)

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The use of social media in Indonesia has shown an increasing trend in the last few years. the number of Internet users in Indonesia grew from 62 million in 2012 to 74.57 million in 2013 and is predicted to reach 100 million people in 2015. the purpose of this research is to determine the factors affecting brand awareness of Sushi Miyabi restaurant using their social media networks such as Facebook, Twitter, and Instagram. Social media, in the context of this research, are internet-based applications that allow the creation and exchange of content. the data collection from this study was taken from a total of complete from 100 questionnaires and processed using SPSS Statistics ver.20 for statistical analysis. Analysis of variance and multiple regression analysis were applied in the hypothesis testing. the results indicate advertising, brand exposure and customer engagement are significantly influential on respondents‚Äö?Ñ?¥ brand awareness and based on the regression coeffiecient values associated with independent variables, among the three factors, customer engagement is the strongest variable to affect brand awareness, followed by brand exposure and advertising.

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Availability

B01654

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1654

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Social media
Advertising
Brand awareness
IBA
Brand exposure
Customer engagement

Specific Detail Info

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Statement of Responsibility

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