The Effect of Billboard Ads and Social Media on Brand Awareness
DOI:
https://doi.org/10.38035/sijdb.v1i1.8Keywords:
Brand Awareness, Billboard Ads, Social MediaAbstract
This study discusses the influence of billboard advertising and social media on brand awareness is a literature review scientific article. The purpose of writing this article is to build a hypothesis of influence between variables that can be used in further research, within the scope of marketing management science. The method of writing articles is quantitative, data obtained from questionnaires submitted to respondents via google form with several indicators related to billboard advertisements and social media. The population in this study amounted to 200 people with a research sample of 50 respondents. The sampling technique used is accidental sampling. The tests carried out are t-tests, f-tests and determination coefficient tests. The results of this study include: 1) Billboard advertising has an effect on brand awareness partially; 2) Social media has a partial effect on brand awareness; and 3) Billboard advertising and social media affect brand awareness simultaneously. Apart from these 2 exogen variables that affect endogenous variables of brand awareness, there are still other factors including promotion, co-branding and advertising.
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Alrwashdeh, M., Ali, H., Helalat, A., &; Alkhodary, D. A. A. (2022). The mediating role of brand credibility between social media influencers and patronage intentions. International Journal of Data and Network Science, 6(2), 305–314. https://doi.org/10.5267/j.ijdns.2022.1.007
Amanah, D., &; Harahap, D. A. (2018). The Effect of Corporate Marketing Communication on Customer Brand Awareness. Journal of Theoretical and Applied Management | Journal of Theory and Applied Management, 11(3), 207–216. https://doi.org/10.20473/jmtt.v11i3.9789
Arista, E. D., &; Astuti, S. R. T. (2011). Analysis of the Influence of Advertising, and Brand Image on Consumer Buying Interest. Assets, 13(1), 37–45.
Borchers, N. S., &; Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3). https://doi.org/10.1016/j.pubrev.2021.102041
Fatmawati M, I., &; Ali, H. (2021). Determination Attitude Toward Using and Purchase Intentions: Analysis of Perceived Ease of Use and Perceived Usefulness (Case Study of Instagram Shop'S Features on Social Media Instagram). Dynasty International Journal of Management Science, 3(1), 119–133. https://doi.org/10.31933/dijms.v3i1.932
Ferdy, R., &; Sari, W. P. (2020). The effect of Gojek billboard advertising version # uninstall is worried about brand awareness. Prologia, 4(1), 106–112.
Firmansyah, N., & Ali, H. (2019). Consumer Trust Model?: The Impact of Satisfaction and E-Service Quality toward Repurchase Intention in E-Commerce. 6256, 552–559. https://doi.org/10.21276/sjhss.2019.4.8.4
Gholipour Soleimani, A., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1). https://doi.org/10.1080/23311886.2018.1560651
Khan, K., Hussainy, S. K., Khan, A., & Khan, H. (2016). Billboard advertising and customer attention: A Pakistani perspective. International Journal of Scientific and Research Publications, 6(3), 502–506.
Mahaputra, M. R., & Saputra, F. (2021). RELATIONSHIP WORD OF MOUTH , ADVERTISING AND PRODUCT QUALITY TO BRAND AWARENESS. Dinasti International Journal of Digital Business Management, 2(6), 1099–1108.
Marbun, M. B., Ali, H., &; Dwikoco, F. (2022). The influence of promotion, service quality and purchasing decisions on repeat purchases (Marketing Management Literature Review). Journal of Educational Management and Social Sciences, 3(2), 716–727. https://dinastirev.org/JMPIS/article/view/1134
Munawar, N. A., & Mahaputra, M. R. (2022). the Youth Interest To Invest in Stocks: Education, Advertising and Motivation. Dinasti International Journal of Education Management And Social Science, 3(4), 587–596.
Novansa, H., & Ali, H. (1926). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Putra, N., &; Widayatmoko, W. (2019). The Effect of Exposure to Lazada Billboard Ads Reversed Version and Word of Mouth Promotion on Lazada's Brand Awareness Level. Prologia, 2(2), 450. https://doi.org/10.24912/pr.v2i2.3729
Rahmayani, O., &; Nofrialdi, R. (2022). The Effect of Utilization of Social Media Instagram @Nanarfshop on Buying Interest of Fisipol Students University Ekasakti Padang. Journal of Law Politics and Humanities, 2(2), 85–94.
Richardo, Hussin, M., Bin Norman, M. H., & Ali, H. (2020). A student loyalty model: Promotion, products, and registration decision analysis-Case study of griya english fun learning at the tutoring institute in wonosobo central Java. International Journal of Innovation, Creativity and Change.
Saputra, F., & Sumantyo, F. D. S. (2022). The Role of Marketing Management in Information Industry: Corporate Image , Brand Awareness and Promotion (Case Study at PT Lensa Potret Mandiri). Jornal of Applied Management and Business, 3(2), 46–54. https://doi.org/10.37802/jamb.v3i2.267
Sivaram, M., Hudaya, A., & Ali, H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty (CASE STUDY OF PRIVATE LABEL PRODUCTS AT ALFAMIDI STORES IN TANGERANG CITY) M. Dinasti International Journal of Education Management And Social Science, 1(2), 235–248. https://doi.org/10.31933/DIJEMSS
Sutiksno, D. U., Sucherly, Rufaidah, P., Ali, H., & Souisa, W. (2017). A literature review of strategic marketing and the resource based view of the firm. In International Journal of Economic Research.
Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Jurnal Lentera Bisnis, 6(1), 85. https://doi.org/10.34127/jrlab.v6i1.169
Wahono, S., & Ali, H. (2021). Peranan Data Warehouse, Software Dan Brainware Terhadap Pengambilan Keputusan (Literature Review Executive Support Sistem for Business). Jurnal Ekonomi Manajemen Sistem Informasi, 3(2), 225–239. https://doi.org/10.31933/jemsi.v3i2.781
Wang, Y., & Yao, M. Z. (2020). Did you notice the ads? Examining the influence of telepresence and user control on the effectiveness of embedded billboard ads in a VR racing game. Journal of Interactive Advertising, 20(3), 258–272.
Watajdid, N. I., Lathifah, A., Andini, D. S., & Fitroh, F. (2021). Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital Marketing. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 20(2), 163–179. https://doi.org/10.14710/jspi.v20i2.163-179
William, R., & Wuryandari, N. E. R. (2020). POLITICAL MARKETING IN THE ELECTION FOR GOVERNOR IN THIS DIGITAL AGE. Dinasti International Journal of Management Science, 1(5), 750–761. https://doi.org/10.46883/onc.3404
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Published
2023-07-01
How to Cite
Wasserbauer, M. (2023). The Effect of Billboard Ads and Social Media on Brand Awareness. Siber International Journal of Digital Business (SIJDB), 1(1), 9–16. https://doi.org/10.38035/sijdb.v1i1.8
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