Wiranata, Andika and Melissa, Ezmieralda (2014) The Influence of Social Media Marketing on Brand Awareness in a Relation with Intention to Purchase Travel Agents Products. Bachelor thesis, Swiss German University.

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Abstract

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 agent‟s 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.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Social Media, Social Media Marketing, Brand Awareness, Brand Equity, Purchase Intention, Travel Agent Industry, Travel Agent Product
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G154 Travel agents G Geography. Anthropology. Recreation > G Geography (General) > Tourism--Marketing H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:41
Last Modified:	22 Jul 2021 15:41
URI:	http://repository.sgu.ac.id/id/eprint/2080

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