The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta
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Published
26 June 2023
Keywords:
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advertisement, brand awareness, buying decision, Ruang Guru apps, word of mouth
Abstract
Besides studying at school, online tutoring is a non-formal method of education delivery. One online tutoring is Ruang Guru's app, and it is still among competitors such as Zenius, tutoring conventional, and others. This research focuses on Ruang Guru's apps, which have always existed among students in Surakarta until now. This research uses descriptive quantitative. This research analyzes advertisements, word of mouth, and brand awareness toward buying Decision on Ruang Guru apps for students. The population is all SMU Negeri XYZ Surakarta students, with a total of 1.191 students, and about 100 students were selected as the respondent through a random sampling technique. Data collection techniques using questionnaires as primary data and documents from journals and books as secondary data. Data were analyzed using the Structural Equation Modelling - Partial Least Square (PLS). This research shows that advertisement and word of mouth significantly positively affect brand awareness. In addition, advertisement, word of mouth, and brand awareness positively affect buying decisions. Furthermore, advertisement and word of mouth significantly affect buying decisions through brand awareness. Therefore, it is suggested that companies continue to increase word-of-mouth promotions and advertisements related to consumer behavior in purchasing decisions.
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Tee, J., Erdiyansah, R., & Aulia, S. (2020). The influence of word of mouth and brand awareness on purchasing decisions of Xing Fu Tang in Indonesia (Pengaruh word of mouth dan brand awareness terhadap keputusan pembelian Xing Fu Tang di Indonesia). Prologia, 4(1), 18-24. https://doi.org/10.24912/pr.v4i1.6420
Wicaksono, M. P. A., & Seminari, N. K. (2016). The influence of advertising and word of mouth on Traveloka's brand awareness (Pengaruh Iklan dan word of mouth terhadap brand awareness Traveloka). E Jurnal Manajemen Unud, 5(8), 5098-5127.
Wichmann, J. R. K., Uppal, A., Sharma, & Dekimpe. (2021). A global perspective on the marketing mix across time and space. International Journal of ResearchiIn Marketing, 39(2), 502-521.https://doi.org.10.1016/j.ijresmar.2021.09.001
Wiyono, B. (2009). The Effect of Word of Mouth on Purchasing Decisions (Pengaruh Word of Mouth dalam Keputusan Pembelia)n. Bandung(ID): Kappa Sigma
Belch, G. E., & Belch, M. (2006). Advertising and promotion: an integrated marketing communication perspective global edition. School of Marketing and International Business, Victoria University of Wellington
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). The effect of brand awareness on purchase intention is mediated by perceived quality and brand loyalty (Pengaruh brand awareness terhadap purchase intention dimediasi oleh perceived quality and brand loyalty). E-Jurnal Manajemen Unud, 6(12), 6620-6650.
Endyana, M. D. A., Ardani, I. Gst. A.Kt (2019). The role of brand awareness mediates the effect of advertising on purchasing decisions (Peran brand awereness memediasi pengaruh advertising terhadap keputusan pembelian). E-Jurnal Manajemen, 8(11), 6558 - 6576. https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p09
Firmansyah, A. (2020). Marketing Communications (1st Edition) (Komunikasi Pemasaran (Edisi ke 1)). Pasuruan(ID): Penerbit Qiara Media
Ghozali, I. (2014). Multivariate Analysis application with SPSS Program (4th Edition) Aplikasi Analisis Multivariate dengan Program SPSS (Edisi ke 4)). Semarang(ID): Badan Penerbit UNDIP
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer On Partial Least Squares Structural Equation Modelling (PLS-SEM) (2nd-ed). Thousand Oaks, CA(US): Sage Publications
Herlambang, S. (2014). Marketing Basics Easy Ways to Understand Marketing Science (Dasar-Dasar Marketing Cara Mudah Memahami Ilmu Pemasaran). Yogyakarta(ID): Gosyeng Publishing
Hock, N. (2022). Herd behavior along the consumer buying decision process experimental study in the mobile communications industries. Digital Bussiness, 2(1), 100018. 100018.https://dx.doi.org/10.1016/j.digbus.2021.100018
Huang, M., & Liu, T. (2022). Subjective or objective how the style of text in computational advertising influences consumer behavior? Fundamental Research, 2(1), 144-153. https://doi.org/10.1016/j.fmre.2021.11.004
Kotler, P., & Armstrong, G. (2008). Principles of Marketing Volume I Twelfth Edition (Prinsip Prinsip Pemasaran Jilid I Edisi Keduabelas). Jakarta(ID): Penerbit Erlangga
Laws of The Republic Indonesia. (July 08, 2003). Law Number 20 of 2003 concerning The National Education System (Undang-Undang Nomor 20 Tahun 2003 tentang Sistem Pendidikan Nasional). Retrieved from https://peraturan.bpk.go.id/Home/Details/43920/uu-no-20-tahun-2003
Iyer, R., & Griffin, M. (2021). Modeling word of mouth usage a replication. Journal of Bussiness Research, 126, 512-523. https://doi.org/10.1016/j.jbusres.2019.12.027
Pramudita, B. (June 20, 2022). Ruang Guru Report: as of May, 38 million users have been reached (Laporan Ruang Guru: per Mei, 38 juta pengguna sudah diraup). Retrieved from https://www.marketeers.com/laporan-Ruang Guru-per-mei-2022-38-juta-pengguna-sudah-diraup
Restu, W. F., Ramdan, A. M., Sunarya, E., & Santika. (2020). Analysis of Ruang Guru advertisements and brand ambassadors in increasing consumer confidence in Ruang Guru users (Analisis iklan Ruang Guru dan brand ambassador dalam meningkatkan kepercayaan konsumen pengguna Ruang Guru). Syntax Idea, 2(9), 690-695.
Sugiyono. (2017). Quantitative Research Methods, Qualitative, and R&D (Metode Penelitian Kuantitatif, Kualitatif, dan R&D). Bandung(ID): Alfabeta
Sun, X., Foscht, T., & Eisingerich, A. B. (2021). Does educating customers create positive word of mouth?. Journal of Retailing and Consumers Services, 62, 102638. https//doi.org/10.1016/j.jretconser.2021.102638
Tee, J., Erdiyansah, R., & Aulia, S. (2020). The influence of word of mouth and brand awareness on purchasing decisions of Xing Fu Tang in Indonesia (Pengaruh word of mouth dan brand awareness terhadap keputusan pembelian Xing Fu Tang di Indonesia). Prologia, 4(1), 18-24. https://doi.org/10.24912/pr.v4i1.6420
Wicaksono, M. P. A., & Seminari, N. K. (2016). The influence of advertising and word of mouth on Traveloka's brand awareness (Pengaruh Iklan dan word of mouth terhadap brand awareness Traveloka). E Jurnal Manajemen Unud, 5(8), 5098-5127.
Wichmann, J. R. K., Uppal, A., Sharma, & Dekimpe. (2021). A global perspective on the marketing mix across time and space. International Journal of ResearchiIn Marketing, 39(2), 502-521.https://doi.org.10.1016/j.ijresmar.2021.09.001
Wiyono, B. (2009). The Effect of Word of Mouth on Purchasing Decisions (Pengaruh Word of Mouth dalam Keputusan Pembelia)n. Bandung(ID): Kappa Sigma
Authors
Itasari A. A., & Hastuti N. H. (2023). The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta. Journal of Consumer Sciences, 8(2), 155-169. https://doi.org/10.29244/jcs.8.2.155-169
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