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The Effect of Social Media Usage, Brand Awareness, And E-Wom Activities on SME’s Customer Satisfaction in East Java

Utama, Gede Ariyoga Setya and Suryani, Tatik (2021) The Effect of Social Media Usage, Brand Awareness, And E-Wom Activities on SME’s Customer Satisfaction in East Java. In: The 3rd International Conference on Business and Banking Innovations, 6 & 7 March 2021, Surabaya.

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Gede Ariyoga Setya Utama - The Effect of Social Media Usage, Brand Awareness, And E-Wom Activities on SME’s Customer Satisfaction in East Java.pdf

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Abstract

Increasing in use of social media is an opportunity for companies as a tool to conduct many marketing activities. Several types of companies, especially among SME entrepreneurs, are starting to use marketing activities on social media. This activity is carried out to create customer satisfaction so that it supports and enlarges its business through marketing activities. This activity on social media is reflected in the increasing number of entrepreneurs who also post from their product catalogs to social media. Today's SME entrepreneurs tend to always observe and see the content of social media so they want social media to come to their consumers. Consumers on social media, who usually come from their fellows and acquaintances, automatically have a positive impression on these SME entrepreneurs. In other words, the opportunity to gain greater satisfaction in customer has more possibility through direct marketing on social media. Therefore, researchers are interested to make research to know the effect of Social Media Use on Brand Awareness and e-WOM activities. Furthermore, another goal from this research is to determine the effect of Brand Awareness and e-WOM activities on SME Customer Satisfaction. This research is a survey one with the data source from questionnaires. The sample involved in this research are as many as 150 SME customers in East Java who actively use social media. The samples were determined by using non-probability sampling design with convenience sampling technique. This means that samples are selected according to certain criteria and sample members are selected by chance when they come within data distribution process. The data analysis technique to prove research’s hypothesis was carried out by using path analysis using with Partial Least Square program. Keywords: SMEs, Social Media, Brand Awareness, e-WOM activities, Customer Satisfaction.

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 20 Aug 2021 07:47
Last Modified: 20 Aug 2021 07:47
URI: http://eprints.perbanas.ac.id/id/eprint/3909

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