Analisis Pengaruh Elemen Social Media Marketing Terhadap Consumer Brand Engagement Dan Brand Knowledge Pada Pengguna Jasa Grabfood Di Medan
Keywords:
Social Media Marketing, CBE, Brand Knowledge.
Abstract
GrabFood merupakan penyedia layanan pesan antar makanan (food delivery) dengan pertumbuhan yang cukup pesat, khususnya di Indonesia. Namun, dalam menjalankan usahanya, GrabFood harus bersaing dengan kompetitor lainnya di Indonesia sehingga GrabFood tetap harus meningkatkan usahanya dalam meningkatkan keterlibatan pelanggan yang kemudian mendukung brand knowledge pelanggan terhadap GrabFood. Penelitian ini bertujuan untuk menguji pengaruh elemen SMM terhadap Brand Knowledge melalui CBE GrabFood di Medan dan penelitian ini bermanfaat bagi pihak manajemen khususnya dalam industri food delivery agar dapat meningkatkan strategi pemasarannya dalam menggunakan elemen SMM sehingga dapat meningkatkan CBE serta meningkatkan brand awareness dan brand image perusahaan agar dapat tetap bersaing kedepannya. Penelitian ini bersifat kausal dengan menggunakan metode kuantitatif yang diolah menggunakan software AMOS 22.0. Data yang diolah berupa data primer yang diperoleh dari 200 pengguna jasa GrabFood di Medan dengan menggunakan teknik Snowball Sampling. Pada hasil penelitian, ditemukan bahwa Brand Knowledge yang terdiri dari Brand Awareness dan Brand Image dipengaruhi oleh Consumer Brand Engagement (CBE) yang dengan urutan terbesar dipengaruhi oleh elemen SMM customization, lalu diikuti oleh EWOM, interaction, entertainment dan trendiness. Hal ini menunjukkan bahwa rata-rata pengguna GrabFood memiliki persepsi yang positif terhadap elemen SMM GrabFood khususnya pada customization dan EWOM yang memiliki pengaruh signifikan tertinggi.
References
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Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality, and measurement. Journal of Marketing Management, Vol. 32 No. 5-6, 399-426.
De Vries, L., Gensler, S. & Leeflang, P.S. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, Vol. 26 No. 2, 83-91.
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Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, Vol. 69 No. 12, 5833-5841.
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Grab.com (2021). GrabNEXT: 72% keluarga Indonesia memesan layanan pesan-antar makanan lebih banyak selama pandemic. Businessconsumers & driverstech & product (6 Agustus 2021) Diakses dari: https://www.grab.com/id/en/press/tech-product/grabnext-72-keluarga-indonesia-memesan-layanan-pesan-antar-makanan-lebih-banyak-selama-pandemi/
Hair, et al. (2010). Multivariate Data Analysis, Seventh Edition. Pearson Prentice Hall Hallowell, R.
Hanna, R., Rohm, A. & Crittenden, V.L. (2011). We’re all connected: the power of the social media ecosystem. Business Horizons, Vol. 54 No. 3, 265-273.
Hepola, J., Karjaluoto, H. & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. The Journal of Product and Brand Management, Vol. 26 No. 3, 282-293.
Hollebeek, L. (2011). Demystifying customer Brand engagement: exploring the loyalty nexus. Journal of Marketing Management, Vol. 27 Nos 7/8, 785-807.
Hollebeek, L.D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I.O., Jarvis, W., & Chen, T. (2016). Epilogue To The Special Issue And Reflections On The Future Of Engagement Research. Journal of Marketing Management, Vol. 32 Nos 5-6, 586-594.
Hollebeek, L.D., Srivastava, R.K. & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, Vol. 47 No. 1, 161-185.
Ismail, A.R. (2017). The influence of perceived social media marketing activities on brand loyalty: the mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 1, 129-144.
Ismagilova, E. et al. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context (a State of the Art Analysis and Future Directions). UK: Springer.
Jeong, H. J. & Koo, D. M. (2015). Combined effects of valence and attributes of eWOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research, Vol. 25 No.1.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, January, 1-22.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139-155.
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Prentice-Hall, London.
Krishnamurthy, A. & Kumar, S.R. (2018). Electronic word-of-mouth and the brand image: exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, Vol. 43, 149-156.
Langaro, D., Rita, P. & de Fatima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, Vol. 24 No. 2, 146-168.
Lee, H. M., Lee, C. C. and Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Manthiou, A., Rokka, J., Godey, B. & Tang, L.R. (2016). How social media marketing efforts influence brand equity creation and its consequences: the case of luxury brands. Obal, M., Krey, N., Bushardt, C. (Eds), Let’s Get Engaged! Crossing the Threshold of Marketing's Engagement Era, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham.
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Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: exploring motivations for brand-related social media use. International Journal of Advertising, Vol. 30 No. 1, 13-46.
Naaman, M., Becker, H. & Gravano, L. (2011). Hip and trendy: characterizing emerging trends on Twitter. Journal of the Association for Information Science and Technology, Vol. 62 No. 5, 902-918.
Nasrullah, R. (2015). Media Sosial; Persfektif Komunikasi, Budaya, dan Sosioteknologi. Bandung : Simbiosa Rekatama Media.
Pansari, A.& Kumar, V. (2017). Customer Engagement: The Construct, Antecedents, and Consequences. Journal of the Academy of Marketing Science, Vol. 45 No. 3, 294-311.
Percy, L. & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274.
Riezebos, R. K. (2003). Brand Management- A theoretical and Practical Approach. Harlow: Pearson Education Limited.
Sangar, K. (2012). “Gucci – social media marketing strategies using internet and social networking sites”. Diakses dari: http://www.slideshare.net/AngelKritiSangar/gucci-social-mediamarketing-strategies-using-internet-social-networking-sites.
Schulze, C., Sch€oler, L. & Skiera, B. (2015). Customizing social media marketing. MIT Sloan Management Review, Vol. 56 No. 2, 8-10.
Setiadi, A. (2016). Pemanfaatan Media Sosial untuk Efektifitas Komunikasi. Cakrawala: Jurnal Humaniora Bina Sarana Informatika, Vol. 16 No.2.
Stebbins, R. (2007). The Sociology of Entertainment. 21st Century Sociology: A Reference Handbook, vol. 2, 178-185.
Sumardi, A. & Ganawati. (2021). Pengaruh Elemen Social Media Marketing, Consumer Brand Engagement sebagai Stimulus terhadap Brand Loyalty. Media Riset Bisnis & Manajemen Vol. 21, No. 1.
Thurau, H. et al. (2004). Electronic Word of Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing.
Tjhin, N. & Widoatmodjo, S. (2021). Pengaruh Elemen Media Sosial: Customization, Electronic Word of Mouth (E-WOM), dan Trendiness Terhadap Consumer Brand Engagement pada Konsumen Milenial Healthy Yummy Nutty di Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan,Vol.6, No.2.
Tugrul, T.O. (2015), The effects of consumer social media marketing experiences on brand affect and brand equity. Hajili, N. (Ed.), Handbook of Research on Integrating Social Media into Strategic Marketing, Business Science Reference, Hershey, Pennsylvania, PA, 73-87.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 58-62.
Agichtein, E., Castillo, C., Donato, D., Gionis, A. & Mishne, G. (2008). Finding high-quality content in social media. Proceedings of the 2008 International Conference on Web Search and Data Mining, Association for Computing Machinery (ACM), New York, 183-194.
Algharabat, R., Rana, N.P., Alalwan, A.A., Baabdullah, A. & Gupta, A. (2019). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services. Journal of retailing and consumer services. Diakses dari: https://www.researchgate.net/publication/331932901_Investigating_the_antecedents_of_customer_brand_engagement_and_consumer-based_brand_equity_in_social_media
Ananda, A.S., Hernandez-Garcıa, A., Acquila-Natale, E. & Lamberti, L. (2019). What makes fashion consumers ‘click’? Generation of eWOM engagement in social media. Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 2, 398-418.
Ashley, C. & Tuten, T. (2015). Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychology and Marketing, Vol. 32 No. 1, 15-27.
Barger, V., Peltier, J.W. & Schultz, D.E. (2016). “Social media and consumer engagement: a review and research agenda”. Journal of Research in Interactive Marketing, Vol. 10 No. 4, 268-287
Bowden, J., Conduit, J., Hollebeek, L., Luoma-aho, V. & Solem, B. (2017). Engagement valence duality and spillover effects in online Brand communities. Journal of Service Theory and Practice, Vol. 27 No. 4, 877-897.
Brodie, R.J., Ilic, A., Juric, B. & Hollebeek, L. (2013). “Consumer engagement in a virtual brand community: an exploratory analysis”. Journal of Business Research, Vol. 66 No. 1, 105-114.
Brodie, R., Hollebeek, L., Juric, B. & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, Vol. 14 No. 3, 252-271.
Bruhn, M., Schoenmueller, V. & Schafer, D.B. (2012). “Are social media replacing traditional media in terms of brand equity creation?”. Management Research Review, Vol. 35 No. 9, 770-790.
Chahal, H. & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, Vol. 11 No. 3, 312-335.
Chan, N.L. & Guillet, B.D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites?. Journal of Travel and Tourism Marketing, Vol. 28 No. 4, 345-368.
Cheung, M.L., Pires, G., & Rosenberger, P.J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 3, 695-720.
DataIndonesia.id (2023). Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023. Diakses dari: https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023
Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. The Journal of Product and Brand Management, Vol. 24 No. 1, 28-42.
Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality, and measurement. Journal of Marketing Management, Vol. 32 No. 5-6, 399-426.
De Vries, L., Gensler, S. & Leeflang, P.S. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, Vol. 26 No. 2, 83-91.
Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. AMCIS 2007 Proceedings, 339.
Fatimah, R. (2023). 5+ Contoh Digital Marketing yang Sukses di Indonesia. Diakses dari dibimbing,id: https://dibimbing.id/blog/detail/contoh-digital-marketing-yang-sukses
Gallaugher, J. & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, Vol. 9 No. 4, 197-212.
Ghozali, I. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: UNDIP.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, Vol. 69 No. 12, 5833-5841.
Gomez, R. (2021). 8 ways customers interact and engage with your brand on social. Sprout social. Diakses dari: https://sproutsocial.com/insights/social-media-interaction/
Grab.com (2021). GrabNEXT: 72% keluarga Indonesia memesan layanan pesan-antar makanan lebih banyak selama pandemic. Businessconsumers & driverstech & product (6 Agustus 2021) Diakses dari: https://www.grab.com/id/en/press/tech-product/grabnext-72-keluarga-indonesia-memesan-layanan-pesan-antar-makanan-lebih-banyak-selama-pandemi/
Hair, et al. (2010). Multivariate Data Analysis, Seventh Edition. Pearson Prentice Hall Hallowell, R.
Hanna, R., Rohm, A. & Crittenden, V.L. (2011). We’re all connected: the power of the social media ecosystem. Business Horizons, Vol. 54 No. 3, 265-273.
Hepola, J., Karjaluoto, H. & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. The Journal of Product and Brand Management, Vol. 26 No. 3, 282-293.
Hollebeek, L. (2011). Demystifying customer Brand engagement: exploring the loyalty nexus. Journal of Marketing Management, Vol. 27 Nos 7/8, 785-807.
Hollebeek, L.D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I.O., Jarvis, W., & Chen, T. (2016). Epilogue To The Special Issue And Reflections On The Future Of Engagement Research. Journal of Marketing Management, Vol. 32 Nos 5-6, 586-594.
Hollebeek, L.D., Srivastava, R.K. & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, Vol. 47 No. 1, 161-185.
Ismail, A.R. (2017). The influence of perceived social media marketing activities on brand loyalty: the mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 1, 129-144.
Ismagilova, E. et al. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context (a State of the Art Analysis and Future Directions). UK: Springer.
Jeong, H. J. & Koo, D. M. (2015). Combined effects of valence and attributes of eWOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research, Vol. 25 No.1.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, January, 1-22.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139-155.
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Prentice-Hall, London.
Krishnamurthy, A. & Kumar, S.R. (2018). Electronic word-of-mouth and the brand image: exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, Vol. 43, 149-156.
Langaro, D., Rita, P. & de Fatima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, Vol. 24 No. 2, 146-168.
Lee, H. M., Lee, C. C. and Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Manthiou, A., Rokka, J., Godey, B. & Tang, L.R. (2016). How social media marketing efforts influence brand equity creation and its consequences: the case of luxury brands. Obal, M., Krey, N., Bushardt, C. (Eds), Let’s Get Engaged! Crossing the Threshold of Marketing's Engagement Era, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham.
Martin, K. & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, Vol. 10 No. 2, 61-66.
Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). Introducing COBRAs: exploring motivations for brand-related social media use. International Journal of Advertising, Vol. 30 No. 1, 13-46.
Naaman, M., Becker, H. & Gravano, L. (2011). Hip and trendy: characterizing emerging trends on Twitter. Journal of the Association for Information Science and Technology, Vol. 62 No. 5, 902-918.
Nasrullah, R. (2015). Media Sosial; Persfektif Komunikasi, Budaya, dan Sosioteknologi. Bandung : Simbiosa Rekatama Media.
Pansari, A.& Kumar, V. (2017). Customer Engagement: The Construct, Antecedents, and Consequences. Journal of the Academy of Marketing Science, Vol. 45 No. 3, 294-311.
Percy, L. & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274.
Riezebos, R. K. (2003). Brand Management- A theoretical and Practical Approach. Harlow: Pearson Education Limited.
Sangar, K. (2012). “Gucci – social media marketing strategies using internet and social networking sites”. Diakses dari: http://www.slideshare.net/AngelKritiSangar/gucci-social-mediamarketing-strategies-using-internet-social-networking-sites.
Schulze, C., Sch€oler, L. & Skiera, B. (2015). Customizing social media marketing. MIT Sloan Management Review, Vol. 56 No. 2, 8-10.
Setiadi, A. (2016). Pemanfaatan Media Sosial untuk Efektifitas Komunikasi. Cakrawala: Jurnal Humaniora Bina Sarana Informatika, Vol. 16 No.2.
Stebbins, R. (2007). The Sociology of Entertainment. 21st Century Sociology: A Reference Handbook, vol. 2, 178-185.
Sumardi, A. & Ganawati. (2021). Pengaruh Elemen Social Media Marketing, Consumer Brand Engagement sebagai Stimulus terhadap Brand Loyalty. Media Riset Bisnis & Manajemen Vol. 21, No. 1.
Thurau, H. et al. (2004). Electronic Word of Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing.
Tjhin, N. & Widoatmodjo, S. (2021). Pengaruh Elemen Media Sosial: Customization, Electronic Word of Mouth (E-WOM), dan Trendiness Terhadap Consumer Brand Engagement pada Konsumen Milenial Healthy Yummy Nutty di Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan,Vol.6, No.2.
Tugrul, T.O. (2015), The effects of consumer social media marketing experiences on brand affect and brand equity. Hajili, N. (Ed.), Handbook of Research on Integrating Social Media into Strategic Marketing, Business Science Reference, Hershey, Pennsylvania, PA, 73-87.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 58-62.
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2024-07-02
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Copyright (c) 2024 Julia Tiodora, Ronald Ronald
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