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