The Effect Of Digital Marketing And Brand Awareness Of Intention To Visit Millennials Generation To Tanjung Lesung
Abstract
This research aims to determine the effect of digital marketing and brand awareness on intention to visit. The population in this study was 120 millennials. The research sample was determined by purposive sampling method of 93 samples from 120 people. The method of data analysis used is multiple linear regression analysis. The results showed that digital marketing variables (X1) contribute positively, so the better digital marketing is managed, the increased intention to visit. This is comparable to the variable Brand Awareness (X2) that has a positive effect, so that the increasing awareness of the community, especially millennials who know Tanjung Lesung, then increase the intention to visit. Simultaneously in this multiple regression research Digital Marketing (X1) and Brand Awareness (X2) effect of Intention to Visit (Y) this is shown from the results of Fvalue < Ftable or 0.000 < 0.05.
Keywords: Digital Marketing, Brand Awareness, Visit Intention
References
Aaker, David. A. (2017). Manajemen Ekuitas Merek : Memanfaatkan Nilai Dari Suatu Merek. (A. Ananda, Ed.). Jakarta: Penerbit Mitra Utama.
Ali, Hasanudin dan Lilik Purwadi (2017). Milenial Nusantara. Jakarta: PT Gramedia Pustaka Utama.
Almanda, M. I. (2015). Pengaruh Brand Personality Sepatu Nike terhadap Minat Beli (Studi Kasus pada Mahasiswa Fakultas Komunikasi dan Bisnis, Universitas Telkom). Skripsi pada Universitas Telkom. Bandung.
Andrian, S. E. (2019). Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016). Ekspektra: Jurnal Bisnis dan Manajemen, 3(1), 14-24.
Anggraini, A. (2018). The Analysis of Premium Strategy and Vehicle Claims in Increasing Revenues of PT Asuransi Sinar Mas Tangerang. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 1(3), 251-260.
Ariwibowo, M. E. (2019). Strategi Pemasaran Lembaga Pendidikan Tinggi Swasta. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 2(2), 181-190.
Chaffey, Dave and Fiona Ellis-Chadwick. (2016). Digital Marketing: Strategy, Implementation and Practice. Sixth Edition. United Kingdom. Pearson.
Clow, Kenneth E. dan Donald Baack. (2014). Integrated Advertising, Promotion, and Marketing Communications (sixth edition). London: Pearson Education.
Fadillah, M. (2019). Review of Coffee Marketing Strategies in Business Competition. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 2(2), 131-140.
Fitriah, Maria. 2018. Komunikasi Pemasaran Melalui Desain Visual. Yogyakarta: Deepublish
Ghozali, Imam. (2006). Analisis Multivariate dengan Program SPSS. Badan Penerbit Universitas Diponegoro. Semarang.
Harras, H., Sugiarti, E., & Wahyudi, W. (2020). Kajian Manajemen Sumber Daya Manusia Untuk Mahasiswa.
Hasan, Ali. 2013. Marketing dan Kasus-kasus Pilihan. Yogyakarta: Center of Academic Publishing Service
Isdarmanto (2017). Dasar-dasar Kepariwisataan dan Pengelolaan Destinasi Pariwisata. Yogyakarta: Penerbit Gerbang Media Aksara dan STiPram Yogyakarta.
Kartolo, R., & Sugiyanto, S. (2019). Effect Profitabilitas Dan Pajak Terhadap Keputusan Pendanaan Dengan Growth Sebagai Variabel Moderating.
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Managemen, 15th Edition, Pearson Education,Inc
Kusumaningrum, Dian. (2009). Persepsi Wisatawan Nusantara Terhadap Daya Tarik Wisata Di Kota Palembang. Tesis PS. Magister Kajian Pariwisata. Universitas Gadjah Mada.
Lee, Nancy R and Philip Kotler. (2011). Social Marketing: Influencing Behaviors for Good. US. Sage Publication, Inc.
Lesmana, R. (2016). Strategi Pemasaran untuk Meningkatkan Penjualan Perumahan di Green River City Bekasi (Studi Kasus di PT. Artha Bangun Pratama). INOVASI Jurnal Ilmiah Ilmu Manajemen, 3(2), 40-59.
Lesmana, R., Widodo, A. S., & Sunardi, N. (2020). The Formation of Customer Loyalty From Brand Awareness and Perceived Quality through Brand Equity of Xiaomi Smartphone Users in South Tangerang. Jurnal Pemasaran Kompetitif, 4(1), 1-12.
Muljadi, A. (2010). Kepariwisataan dan Perjalanan. Jakarta: PT Raja Grafindo Persada.
Nainggolan, K. (2017). Pengaruh celebrity endorser, brand awareness dan harga produk terhadap minat beli mie suksess (Studi Empiris pada Penduduk Kecamatan Pinang-Kota Tangerang). Cakrawala-Jurnal Humaniora, 17(2), 146-155.
Nufus, K. (2018). Analisis Sistem Informasi Akuntansi Penjualan. Scientific Journal Of Reflection: Economic, Accounting, Management And Business, 1(1), 61-70.
Prasiasa, Dewa Putu Oka. 2013. Destinasi Pariwisata Berbasis Masyarakat. Jakarta: Salemba Medika
Repi, O. W., Lumanaw, B., & Wenas, R. S. (2020). Pengaruh Bauran Promosi, Kesadaran Merek dan Persepsi Nilai Terhadap Minal Beli Di BUKALAPAK pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(4).
Sari, S. P. (2020). Strategi Meningkatkan Penjualan Di Era Digital. Scientific Journal Of Reflection: Economic, Accounting, Management And Business, 3(3), 291-300.
Shimp, Terence A. (2010). Integrated Marketing Communication in Advertising and Promotion, 8e. South-Western: Cengage Learning
Simanjuntak, Bungaran Antonius & Nasution, Rosramadhana (2017). Sejarah Pariwisata: Menuju Perkembangan Pariwisata Indonesia. Jakarta: Yayasan Pustaka Obor Indonesia.
Smith, Travis, J. dan Nichols, T. (2015). Understanding the millenial generation. Journal of Business Diversity. 15(1), 39-47.
Stanton, William J. 2012. Prinsip pemasaran, alih bahasa: Yohanes Lamarto Penerbit Erlangga, Jakarta
Sugiyanto, E. M. (2018). Earning Management, Risk Profile and Efficient Operation In The Prediction Model Of Banking: Eviden From Indonesia.
Sugiyanto, E. M. (2018). Earning Management. Risk Profile And Efficient Operation In The Prediction Model Of Banking: Eviden From Indonesia.
Sugiyanto, S., & Candra, A. (2019). Good Corporate Governance, Conservatism Accounting, Real Earnings Management, And Information Asymmetry On Share Return. Jiafe (Jurnal Ilmiah Akuntansi Fakultas Ekonomi), 4(1), 9-18.
Sugiyanto, S., & Sumantri, I. I. (2019). Peran Audit Internal Dan Sistem Pengendalian Internal Atas Pengajuan Kredit Tanpa Agunan Pada Perusahaan Perbankkan Di Indonesia. Jurnal Akuntansi, 13(2), 196-224.
Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Suryadana, M Liga dan Octavia Vanny. (2015). Pengantar Pemasaran Pariwisata. Bandung: Alfabet.
Tuohino, A. & Konu, H. (2014). Local Stakeholders’ View About Destination Management: Who are Leading Tourism Development? Tourism Review. 69, (3), 202-215.
Wahyu, W., & Salam, R. (2020). KOMITMEN ORGANISASI (Kajian: Manajemen Sumber Daya Manusia).
Wahyudi, M., Mukrodi, M., Harras, H., & Sugiarti, E. (2020). Wirausaha Muda Mandiri: Learning, Sharing & Practice. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(1), 101-110.
Yuliati, A. L., & Maulidi, R. A. (2017). Pengaruh Tingkat Brand Awareness terhadap Minat Beli Apple iPhone. ISEI Business and Management Review, 1(1), 7-18.
Yanti, L. (2021). Analisis Kinerja Pegawai Berdasarkan Aspek Kepribadian Diri. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 27-33.
Juliati, F. (2021). The Influence Of Organizational Culture, Work Ethos And Work Discipline On Employee Performance. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 34-39.
Agustine, C. (2021). ANALISIS RASIO LIKUIDITAS, RASIO PROFITABILITAS, DAN RASIO SOLVABILITAS UNTUK MENILAI KINERJA KEUANGAN PERUSAHAAN PADA PT. SURYA TOTO INDONESIA TBK PERIODE 2010-2018. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(2), 68-76.
Baeli, J. (2021). Analysis Of Tax Compliance Based On Psychological Factors And Tax Administration. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(3), 87-94.
Majid, I. K. (2021). Governance-Based Library Management, More Effective and Efficient. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 68-76.
Karim, I. N. (2021). CORRELATION ANALYSIS: Are Religious Scavengers More Motivated?. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 59-67.
Ulfah, M. (2021). Building Teacher Performance Based Islam Religious Values. AKADEMIK: Jurnal Mahasiswa Humanis, 1(1), 9-17.
Mukminat, S. S. (2021). Realitas Kinerja Dosen, Apa Dampaknya?. AKADEMIK: Jurnal Mahasiswa Humanis, 1(1), 1-8.
Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.
Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
