Measuring the Effect of Advertising Value and Brand Awareness on Purchase Intention through the Flow Experience Method on Facebook's Social Media Marketing Big Data

摘要

The growth of the digital world at this time provides many benefits for all humans, big data obtained from cyberspace for free, and is often used just like that without understanding the meaning contained therein. With a complete understanding of big data, business entities will be able to create value and marketing experience on social media platforms. The rise of social media types with a variety of different features-initiated research to determine the choice of using social media is the most effective for digital marketing. Determining the positioning of a social media seen from its effectiveness component needs to be information for micro-small businesses and start-ups as a decision-maker to determine marketing strategies. The research method used in this research is quantitative research with a causal approach, with a path analysis test tool. The purpose of this study was to determine if advertising value variables and brand awareness variables through flow experience based on data collection on social media can create interest and be able to drive purchasing decisions. The results showed that the advertising value and brand awareness variables were able to create interest and shape the effectiveness of social media by using the interpretation of big data marketing in influencing consumer buying interest both directly and indirectly through the variable flow experience.