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THE EFFECT OF SOCIAL MEDIA ORIENTATION ON MARKETING PERFORMANCE THROUGH VILCHIC BRAND IMAGE

Journal of Business Studies and Management Review · Vol. 5 No. 1 (2021) · hlm. 49–54

DOI
10.22437/jbsmr.v5i1.16656
ISSN
2597-6265, 2597-369X
Terbit
2021-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to determine the influence of Social Media Orientation, Marketing Performance, and Brand Image. This research uses a quantitative descriptive method with Partial Least Square (PLS) Professional analysis tool. The subjects of this research are consumers who use vilchic masks in Jambi and outside the city of Jambi. The sampling technique used is purposive sampling. The number of samples used in this study amounted to 125. The results of this study indicate that social media orientation does not affect the marketing performance of vilchic companies. Social media has a significant impact on brand image, and brand image can affect the marketing performance of vilchic companies. The brand image variable in this study can influence or mediate between the marketing performance variables and the social media orientation, meaning that this research is full mediation. The findings of this study contribute that Brand Image is an essential factor in seeing the sales performance of vilchic companies.

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40 penulis · 84 tautan kepenulisan bersama · 12 lintas organisasi · menampilkan 40 yang paling banyak terhubung

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  • Universitas Jambi
  • Universitas Halu Oleo
  • University of Pembangunan Nasional Veteran Jawa Timur
  • STIA Nusantara Sakti Sungai Penuh
  • Universitas Muhammadiyah Jambi
  • Universitas Antakusuma
  • Padjadjaran University
  • Organisasi lain
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
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Rekan penulisOrganisasiArtikel bersama
Tona Aurora LubisUniversitas Jambi9
Johannes JohannesUniversitas Jambi5
Sry RositaUniversitas Jambi3
Agus SolikhinUniversitas Jambi2
Hanan Laras SabrinaAfiliasi tidak diketahui2
Anggia Agustini SaputriUniversitas Jambi2
Abdul Latief AbadiAfiliasi tidak diketahui2
Luqman Qurata AiniAfiliasi tidak diketahui2
Muhammad IrsyadAfiliasi tidak diketahui2
Asrini AsriniUniversitas Muhammadiyah Jambi2
Ida Ketut MudhitaUniversitas Antakusuma2
Sonia DaraUniversitas Jambi2
Zulfina AdrianiUniversitas Jambi2
Ade OctaviaUniversitas Jambi2
Dorce Banne PabungaUniversitas Halu Oleo1
Ahid HidayatUniversitas Halu Oleo1
Vivi HerlinaSTIA Nusantara Sakti Sungai Penuh1
Wiwik HandayaniUniversity of Pembangunan Nasional Veteran Jawa Timur1
Wahyudan Iswara PradityaUniversity of Pembangunan Nasional Veteran Jawa Timur1
Andang FazriUniversitas Jambi1
Ratih KusumastutiUniversitas Jambi1
Husni HasbullahUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
RAJA SARAH FATRICIAAfiliasi tidak diketahui1
Nabila Aufa NadyaPadjadjaran University1
Wawan NoviantoAfiliasi tidak diketahui1
Rika LidyahUniversitas Islam Negeri Raden Fatah Palembang1
Amri AmirAfiliasi tidak diketahui1
Sri RahayuAfiliasi tidak diketahui1
YULHASMIDA YULHASMIDAAfiliasi tidak diketahui1
Lidya Pusparina SiraitUniversitas Jambi1
Ade Titi NifitaUniversitas Jambi1
Alya Ananda RielUniversitas Jambi1
Shelli SafitriUniversitas Jambi1
Yenni YuniartiUniversitas Jambi1
Tona Auora LubisAfiliasi tidak diketahui1
Ade Erma SuryaniUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">THE EFFECT OF SOCIAL MEDIA ORIENTATION ON MARKETING PERFORMANCE THROUGH VILCHIC BRAND IMAGE</dc:title>
	<dc:creator xml:lang="en">Suryani, Lilis</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Musnaini, Musnaini</dc:creator>
	<dc:subject xml:lang="en">Social Media Orientation</dc:subject>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Marketing Performance</dc:subject>
	<dc:description xml:lang="en">This study aims to determine the influence of Social Media Orientation, Marketing Performance, and Brand Image. This research uses a quantitative descriptive method with Partial Least Square (PLS) Professional analysis tool. The subjects of this research are consumers who use vilchic masks in Jambi and outside the city of Jambi. The sampling technique used is purposive sampling. The number of samples used in this study amounted to 125. The results of this study indicate that social media orientation does not affect the marketing performance of vilchic companies. Social media has a significant impact on brand image, and brand image can affect the marketing performance of vilchic companies. The brand image variable in this study can influence or mediate between the marketing performance variables and the social media orientation, meaning that this research is full mediation. The findings of this study contribute that Brand Image is an essential factor in seeing the sales performance of vilchic companies.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2021-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/16656</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i1.16656</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 1 (2021): JBSMR, Vol. 5 No.1, December 2021; 49-54</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/16656/12715</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2021 Lilis Suryani, Syahmardi Yacob, Musnaini Musnaini</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>