Proceedings of the 1st International Conference on Islam, Science and Technology, ICONISTECH 2019, 11-12 July 2019, Bandung, Indonesia.

Research Article

The Implementation of Promotion through Social Media in Increasing Consumer Awareness and Purchase Intention

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  • @INPROCEEDINGS{10.4108/eai.11-7-2019.2297519,
        author={Edsa Nathasya Valentina and Rambat  Lupiyoadi},
        title={The Implementation of Promotion through Social Media in Increasing Consumer Awareness and Purchase Intention},
        proceedings={Proceedings of the 1st International Conference on Islam, Science and Technology, ICONISTECH 2019, 11-12 July 2019, Bandung, Indonesia.},
        publisher={EAI},
        proceedings_a={ICONISTECH},
        year={2021},
        month={1},
        keywords={brand awareness consumer path social media purchase intention},
        doi={10.4108/eai.11-7-2019.2297519}
    }
    
  • Edsa Nathasya Valentina
    Rambat Lupiyoadi
    Year: 2021
    The Implementation of Promotion through Social Media in Increasing Consumer Awareness and Purchase Intention
    ICONISTECH
    EAI
    DOI: 10.4108/eai.11-7-2019.2297519
Edsa Nathasya Valentina1,*, Rambat Lupiyoadi1
  • 1: Universitas Indonesia
*Contact email: nathasya.edsa@gmail.com

Abstract

The purpose of this research is to focus on implementation of promotion through social media in increasing consumer awareness and purchase intention. A series of business coaching session were conducted with the owner of Lauren Collection in Tangerang, Indonesia, to see the main problem inside the MSMEs. The result from each coaching sessions were discussed and analyzed using Business Model Canvas, SWOT analysis, PESTEL analysis, Marketing mix, GAP analysis, Porter’s five forces analysis and Pareto analysis. It showed that there are two main problems that need to be solved during the coaching session by managing the brand’s consumer path and using social media. From the research can be found that consumer path and social media can improve consumer awareness and purchase intention