The Influence of Social Media Marketing on Brand Awareness in a Relation With Intention to Purchase Travel Agents Products

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The Influence of Social Media Marketing on Brand Awareness in a Relation With Intention to Purchase Travel Agents Products

Melissa, Ezmieralda - Personal Name; Wiranata, Andika - Personal Name;

The popularity of social media attracts more people to use this social application and as a result social media user throughout the world keep increasing day by day. Social media start to become a marketing tool since the high number of its user will provide a vast market to be penetrated. Social media marketing also start to become a powerful marketing tool for travel agent industry. This thesis tries to find the influence of social media marketing on brand awareness for travel agent and also the influence made by brand awareness on purchase intention of travel agents product. This thesis will focuses on surveys of 100 social media users that know about travel agent and its product as the respondents. Thus, the methodology used quantitative methods. as the result social media marketing seems to have strong relationship (84%) on brand awareness. However, brand awareness relationship with purchase intention is relative weak (56%). Based on this study, travel agent can enhance their existence in the market by increasing their brand awareness through social media marketing that proven to have strong relationship with brand awareness. Unfortunately, travel agent need to find another way to enhance the purchase intention from its customer since brand awareness only have weak relationship on purchase intention.

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B01679 (Rack Thesis) Available but not for loan - Missing

Detail Information

Series Title: -
Call Number: 1679
Publisher: : Swiss German University., 2014
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): HTM
Social media
Brand equity
Purchase intention
Brand awareness
Social media marketing
Travel agent industry
Travel agent product
Specific Detail Info: -
Statement of Responsibility: -

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