The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who only use transportation services in the area of Samarinda City. Models using path analysis programs and data are processed through SPSS version 23. This research states sub-structure model 1, is known social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub- structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly have a significant positive effect on intention to buy through brand awareness.


Social Media Marketing -Brand Awareness
The use of social networking sites as a corporate internet marketing tool to capture the community in the virtual world is widely used company. Social networking sites are used DOI 10.18502/kss.v4i3.6373 Page 28 6th ICOEN 2019 because they have exceptional connectivity between customers and communities that have already formed in it (Assael, 2001). Companies like Dell, Starbucks, and others use social networking sites as a promotional medium to build brand awareness.
As a marketing tool, social networks offer significant opportunities to build brand consumer relationships in marketing (Vukasovic, 2013). In recent years, many businesses have seen social media as one of the most effective ways to communicate and empower consumers to create distinctive brand identities and increase consumer-

Word of Mouth -Brand Awareness
Study done by Ha (2004) indicates that electronic word of mouth has a particular strength, which can raise the awareness, and subsequently affect the consumer behaviour. In addition, word of mouth can positively enhance brand awareness and brand association respectively (Page & Lepkowska, 2002

Effectiveness of Advertising -Brand Awareness
Advertising is an attempt to make consumers familiar and have awareness of a product by providing information about the product and its superiority compared to competitors (Shimp, 2003). Research conducted by Gunawan & Dharmayanti (2014), the result of this research is advertising have positive and significant effect to brand awareness.
Advertising dollars are spent to generate specific advertising messages, PR copy, or promotional activities. For example, for a manufacturer of desktop PCs we might distinguish between spending on television advertising, radio advertising, newspaper advertising and vertical trade advertising. All this activity reaches some consumers at some point, and they will or will not pay attention and process these messages. This then may lead to a number of advertising effects. Three types of effects are possible: (1) cognitive effects; (2)  (affective), and brand choice (behavioral) respectively. The extent to which consumers who are exposed to advertising will go through these stages will depend on their ability and motivation to process the information and messages offered to them (Petty et al., 1983). Awareness has been found to be a necessary condition for advertising effectiveness.

Social Media Marketing -Intention to Buy
Interactive internet customer relationships and services through discussion forums, emails, chats, social networking sites make consumers closer to and familiar with the companies and products the company offers. Consumers who feel satisfied and secure the quality of a particular company products will be easier to decide to buy the product.
This is based on the trust that is formed and awakened from the introduction of products through the internet and after sales service satisfactory products.

Word of Mouth -Intention to Buy
WOM messages can effectively reduce the risk and uncertainty when purchasing products so that consumer purchase intention and decision making can be further influ-

Effectiveness of Advertising -Intention to Buy
All types of advertising, at least, provides basic information about a product or service, its availability, its features and benefits. This information increase the chances that a person will purchase goods or services advertised to him/her ( Advertising has a positive impact on consumer behavior specially on framing purchase intentions of the target viewers of that advertising (Kotler, 1989

Brand Awareness -Intention to Buy
Consumers buy products with certain brands they know because they hope that the product they buy is really a quality-tested product and can be used to meet future expectations. So, it can be concluded that the desire/buying interest is determined by the level of introduction of a consumer to the product brand (Durianto et al., 2001).
Consumers will only buy products with brands that they know, because consumers tend to be difficult to try something new and prefer a product that is definitely brand and

Social Media Marketing -Brand Awareness -Intention to Buy
Purchase intention refers to what a consumer thinks or considers to buy (Blackwell et al., 2001). An individual with intention to purchase a product demonstrates higher actual purchasing rates as compared to customers who have no intention of purchasing  Sallam (2015) in his study of the effect of corporate image on WOM: the role of customer satisfaction and trust determine a conceptual framework and to create customer's word of mouth by building corporate image and to illustrate the role of mediating variable which are namely consumer's satisfaction and trust. And in his study on an investigation of corporate image effect on WOM: the role of customer satisfaction and trust, he found that corporate image was found to have a positive impact on customer's satisfaction.

Williams et al. (2012) stated that the association between WOM and corporate rep-
utation is most pronounced within customer service departments, sales force and communications arenas of the organization, including PR and its use of cause-related marketing in his study of relating word-of-mouth to corporate reputation.
Some studies proved that PWOM plays an important role in store image perception, brand selection and etc. WOM is described as the process that allows consumers to share information and opinions that direct buyers toward and away from specific products, brands and services (Hawkins et al., 2004 information about a target object (e.g. company, brand) transferred from one individual to another either in person or via some communication medium (Brown et al., 2005). Yavas & Shemwell (1996) propose WOM as one of the main sources of image formation.

Effectiveness of Advertising -Brand Awareness -Intention to Buy
Creating awareness is the primary role of advertising such as communicating to target consumers on products, services, experiences, ideas, and so forth, offered by the companies (Manickam, 2014). Online advertisements outperform the print advertisements because the web's vividness and interactivity characteristics cater for differences in how advertisements are processed in the two media (Belanche et al., 2017). Compared to print, the authors add that online advertising offers more stimuli and could thus potentially effectively create brand awareness and keep theuser's attention and interest longer. Advertising is the primary revenue stream for many of the free services provided to internet users and isessential to the continued economic sustainability ofmany services, such as email, news, and search engines (Castro, 2012).
Any person or organization that uses any service or commodity. Consumer plays a vital role in the economic system as he pays to buy the goods or services produced. If consumer demand is not there producers will lose the motivation to produce and it will

Analysis Model
As for analyzing the data contained in this study, the analysis model is used by using the path analysis method. The use of path analysis methods allows researchers to test several endogenous variables at once with exogenous variables (Ferdinand, 2011

Population and Sample
In this study, the population set by researchers as respondents are consumers who

Operational Definition
The object of this research is limited to this research are several factors in building brand awareness and intention to buy Go-Jek Samarinda customers during January -May 2019. To clarify the operational definition of research indicators, the researchers describe in the Table 1:

Research Instruments
In the measurement of respondent answers, filling questionnaires advertising effect on consumer purchasing decision making is measured by using likert scale with the following levels: In the research questionnaire, the number of respondents did not start from the number 0, but from the numbers 1 through 5. Analysis in this study was done by using index analysis, where the consumer perception of the variables used in this study. Thus, each variable is based on the average score (index) categorized in the range of scores based on three bok methode (Ferdinand, 2006

Results of Research Instruments
The results of testing social media marketing, word of mouth, effectiveness of Advertising, brand awareness and intention to buy variables, with the number of statements as much as 3 items based on each variable. It is known from the validity test that the whole r value for the whole item question is bigger than the value of r table = 0.197 in the two-tailed df is: 98 (n-2 = 100 -2). Criteria testing, that is if the value of r arithmetic > r table value, then all items variable question is valid or can be used as research instrument. The analysis results are described in the following Table 3.
In addition to testing validity, a research instrument needs another test that is reliability. Reliability testing of the research questionnaire is intended to know or analyze whether the statistical questionnaire used from each variable studied otherwise reliable.
Tests on variables based on SPSS output ( Table 4): The reliability analysis results from the questionnaire (15 points statement) were studied based on the magnitude of each r-count (r-Alpha) value. From the two independent variables studied, the results obtained values greater than the value of r-      The sub-structural analysis second model will be calculated as to whether the direct effect of social media marketing and word of mouth, as well as the effectiveness of Advertising and brand awareness of intention to buy to Go-Jek consumers in Samarinda. Based on the equation, it can be concluded that all independent variables have a positive effect intention to buy (Table 6). The calculation of direct and indirect effect, groupings are done in Table effect between variables as follows (

The Effect Word of Mouth Directly on Brand Awareness
Path Analysis results show that word of mouth directly has a positive and insignificant effect on Go-Jek brand awareness in Samarinda.
This shows a close relationship between the level of brand awareness on Go-Jek by a consumer with how often a brand will be discussed from service users to the next prospective customer.
As times get more sophisticated by accessing sundries that relate to Go-jek services through the media, it will leave a message (track record) service from its customers. For now, the WOM factor does feel real because it is positively related. However, seeing its influence insignificantly on brand awareness, needs to be a major concern. This is due to the characteristic of the consumers, especially the respondents who have been interviewed because the recall is entirely from Samarinda which is the center of East Kalimantan Province. Generally, a reflection of urban dwellers who are more fond of assessing these services from online and mass media, as well as heterogeneous (widespread) make WOM variables less significant effect to assess the brand awareness factor from person to person.
WOM is how to harness the power of people to build Go-Jek brand awareness in Samarinda. WOM is an input and Brand Awareness is the output. Thus, the outcome of WOM is to create consumer awareness of the Go-Jek Company brand.
This finding is relevant to the study by Page & Lepkowska (2002), found that word of mouth can positively enhance brand awareness and brand association respectively. DOI

The Effect Effectiveness of Advertising Directly on Brand Awareness
The result of path analysis shows that the effectiveness of advertising has a positive and significant effect on Go-Jek brand awareness in Samarinda.
The advertising world is certainly not something new, even a major commodity of print and online media to attract companies to advertise goods or services that are sold in a language (sentence) that attracts many people. Each business enthusiast would want to look good and make the product traded as number one, compared to the others.
So is the splendor of Go-Jek ads that consistently appear in some media to be close to potential customers. Like print media that almost every day market advertising at a certain rate according to the number of sentence, line or paragraph usage.
Advertising is an effort to make consumers using Go-Jek service familiar and have awareness of a product by providing information about products and their advantages compared to other competitors.
Advertising from Go-Jek in Samarinda is considered effective, it will be easy if we use a view that is an advertising is called effective if the ad can achieve the goals to be achieved by advertisers. A good or effective ad is an ad created for a specific customer and an advertising that thinks and understands the customer's need to re-purchase Go-Jek services.
This finding is relevant to the study by Gunawan & Dharmayanti (2014), the result of this research is advertising have positive and significant effect to brand awareness.

The Effect of Social Media Marketing Directly on Intention to Buy
Path analysis results show that social media marketing directly has a positive and insignificant effect on intention to buy Go-Jek in Samarinda.
Promotion programs and the introduction of Go-Jek's profile and history in Samarinda through social networking sites or websites will make consumers better understand and know a company more closely. Travel Go-jek through internet marketing has adopted a more customized (one to one approach) that makes consumers feel specialized by the service. Consumers will feel comfortable and Go-Jek in Samarinda will be easier to get closer to consumers to get important information for the company.
In practice, social media marketing can not have a significant impact on intention to buy. Despite having a positive relationship, intention to buy factor can not run directly to DOI  Consumers who feel satisfied and safe, the quality of a Go-Jek service will be easier to decide to use the service. This is based on trust that is formed and built from the introduction of products through the internet and service after satisfying product sales.
This finding is relevant to the study by Kim & Ko (2010), found that purchase intention influenced by social media marketing.

The Effect Word of Mouth Directly on Intention to Buy
Path analysis results show that word of mouth is directly has a negative and insignificant effect on intention to buy Go-Jek in Samarinda.
This research proves that Word of Mouth tends to be ineffective in the marketing of Go-Jek services in Samarinda. Marketers find that WOM has affected about 2/3 of consumer goods sales, and even surveys show that 69% of consumers use this service on the advice of someone they already know. No ad or seller will be able to persuade a consumer persuasive about the quality of services from Go-Jek except for a friend, acquaintance, or old customer.
The reality in the field has proven that the WOM factor alone cannot prove to be the respondent's choice. Dominant residents (prospective customers) who are in Samarinda are very smart before making a decision to use travel services and need direct experience, not only through WOM from others.
Buying interest is also based on Go-Jek's consumer knowledge in Samarinda which they get from media information about the brand and that is expected by the consumer is a travel service that has been tested its quality and can be used to meet its future.
However, in this result the WOM variable does not prove it and it has a negative and insignificant impact on Go-Jek's consumer WOM compared to others.
This finding is relevant to the study by , predictable that negative reviews are more influential than positive messages about the products and that negative messages also play an important role in consumer decision making. DOI

The Effect Effectiveness of Advertising Directly on Intention to Buy
The result of path analysis shows that the effectiveness of advertising directly has a positive and significant effect on intention to buy Go-Jek in Samarinda.
In order for advertising to attract and communicate with the audience in a certain way, so that results generated. Ads that are made as attractive as possible can generate interest in the brand image brought by the ad, thus there is the motivation and desire to make a purchase and try to use the product. Go-Jek in Samarinda formed should be clear and has an advantage when compared with other travel services competitors.
Advertising media support that is known by many people is accompanied by attractive appearance, making a package for consumers to consistently use this travel service.
Advertisements have been created to be superior ( (2017), found that the scholar of advertising and marketing argue that when customers evaluate goods or services positively, they have a tendency of purchase intentions towards the advertised service or product.

The Effect of Brand Awareness Directly on Intention to Buy
Path analysis result shows that brand awareness directly has a positive and significant effect on intention to buy Go-Jek in Samarinda.
Consumers buy products with certain brands they know because they hope that the product they buy is really a quality-tested product and can be used to meet future expectations. So it can be concluded, that the desire/buying interest is determined by the level of consumer recognition of service brands Go-jek in Samarinda. DOI  Brand awareness is the ability of a potential buyer to recognize or recall (remember) that a brand is part of a particular product category. Consumers will only use services with brands they know like Go-Jek than others, because consumers in Samarinda tend to find it hard to try something new and prefer Go-Jek's service that is definitely brand and quality tested. If it is so, it is very difficult for other competitors in the world of travel services to compete with Go-jek.
This finding is relevant to the study by Chi et al. (2009), found that brand awareness has a positive influence on consumer buying interest.

The Effect of Social Media Marketing Indirectly on Intention to Buy through Brand Awareness
Path analysis results show that social media marketing indirectly has a positive and significant effect on intention to buy through Go-Jek brand awareness in Samarinda.
Interactive internet connections and customer service through discussion forums, emails, chats, social networking sites make consumers in Samarinda closer and get to know Go-Jek and the services at company offers.
Transformation of social media marketing today, is not difficult to attract users of Go- Jek services, because brand awareness has been formed. Brand awareness variables are not only a value added, but also as a value chain or primary motor in driving the intensity of intention to buy from the research respondents.
Promotional programs and the introduction of profiles and history of Go-Jek in Samarinda through social networking sites or websites will make consumers in Samarinda better understand and get to know a company more closely. Go-Jek through internet marketing takes a more customized approach in two directions (interactive) to make consumers feel specialized by the company. Consumers will feel comfortable and the company will find it easier to get closer to consumers to get important information for Go-Jek.
This finding is relevant to the study by Reza & Samiei (2012), based on the attributes of each brand and it represents the product quality which can eventually affects the purchase intention of the consumers, particularly in the context of social media networks. DOI

The Effect Word of Mouth Indirectly on Intention to Buy through Brand Awareness
Path analysis results show that word of mouth indirectly has a positive and insignificant effect on intention to buy through Go-Jek brand awareness in Samarinda.
Social media marketing is generally informal and previously tested to give a real effect on a person's buying interest. Supposedly, the presence of WOM is to be an intact combination that is relevant to touch Go-Jek's consumer in Samarinda. The dynamics of WOM through brand awareness, it seems formal impression for consumers, because the results of field proof did not give a domino effect significantly (although having a positive relationship).
WOM is how to harness the power of people to build brand awareness. However, the results of WOM did not create brand awareness. Word of mouth is considered not too influential on brand equity for Go-Jek service products in Samarinda.
Go-Jek consumers in Samarinda will tend to believe in recommendation of use but not through WOM channels, but through formal promotional methods. This is because the providers of social media marketing and advertising world is believed to have given enough power to its own bargaining power. WOM in these findings just outweigh the fancy ads made by Go-jek Samarinda.
This finding is relevant to the study by Hawkins et al. (2004), found that WOM is described as the process that allows consumers to share information and opinions that direct buyers toward and away from specific products, brands and services.

The Effect Effectiveness of Advertising Indirectly on Intention to Buy through Brand Awareness
Path analysis results show that the effectiveness of advertising indirectly has a positive and significant effect on intention to buy through Go-Jek brand awareness in Samarinda.
Advertising is an effort to make consumers familiar and have awareness of Go- Jek services by providing information about services and superiority compared to competitors in Samarinda and surrounding areas.
The purpose of advertising is to persuade consumers to do something, usually to buy a product. In order for advertising to attract and communicate with the audience in a certain way, so that results generated. The ads made by Go-Jek in Samarinda are as interesting as they may have attracted interest in the brand image brought by the ad, thus there is a motivation and desire to make purchases and try to use travel services. The image formed should be clear and have an advantage when compared to its competitors. When differences and brand advantages are confronted with other brands, there is a Go-Jek brand position in the eyes of consumers.
If you pay close attention, the effectiveness of advertising that has been running has been realized through the brand awareness of Go-Jek in Samarinda. This added value becomes an efficient combination to make respondents become more interested and even to potential customers. This travel has collaborated with Warunk Upnormal (cafe) and Durian Panglima Bread (culinary snacks) typical of Samarinda City to tuck and promote the business in advertising companies.
This finding is relevant to the study by Castro (2012), found that online advertising offers more stimuli and could thus potentially effectively create brand awareness, keep theuser's attention, and interest longer.

Conclusions
This research suggests if social media marketing and effectiveness of advertising directly has a positive and significant effect on building Go-Jek brand awareness. The effectiveness of advertesement and brand awareness directly positive and significant on intention to buy Go-Jek. Social media marketing and effectiveness of advertising indirectly has a positive and significant effect on intention to buy through Go-Jek brand awareness.

Recommendations
Go-Jek has had to do a lot of better changes through advertising and brand image to keep consumers believing, so the brand image is maintained and the products offered will be stronger in the travel market. Effectiveness of advertising in this research is the most dominant factor in influencing brand awareness and intention to buy variables, either directly or indirectly. The advertising contained in various media are required to be more creative and increase the frequency of advertising further upgraded. For the next researcher, is expected to examine with other variables outside the indicators that have been studied in order to obtain more varied results that may affect brand awareness and intention to buy.