Pengaruh Pemasaran Sosial Media Terhadap Ekuitas Merek Dengan Nilai Pelanggan Sebagai Variabel Intervening
Abstract
The research was aimed at determining the mediation’s influence of customer value in the relationship of Media Social Marketing of Brand Equity. The methods used in the research were descriptive-associative and cluster sampling method. Spreading out questionnaires to 390 respondents who were the costumers of the local fashion brand Mayoutfit in Sukabumi City. The technique of analysing data was Structural Equation Modelling analysis technique assisted by AMOS Ver 23. The results of the research show that social media marketing influences significantly toward Customer Value, The Customer value Influences toward Brand Equity, and Costumer Value Mediating the relationship of Social Media marketing to Brand Equity in a way partial mediation.
Keywords : Social Media, Costumer Value, Brand Equity
References
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Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041
Arifin, C. (2019). Pengguna Sosial Media di Indonesia Terbesar Keempat di Dunia. TribunTecho. https://www.tribunnews.com/techno/2019/06/19/pengguna-sosial-media-di-indonesia-terbesar-keempat-di-dunia#:~:text=Mengutip dari Katadata%2C jumlah pengguna,yakni mencapai 150 juta pengguna.
Ferdinand, P. D. A. (2014). Metode Penelitian Manajemem Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen (5th ed.). Penerbit Universitas Diponegoro.
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Dengan Program AMOS 24. Badan Penerbit Universitas Diponegoro.
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, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Handayani, D., Kartajaya, H., Andrizal, Darmaja, A., Nasution, R. F., & Ridwansyah, A. (2010). Brand Operation. Esensi Erlangga Group.
Hasan, A. (2013). Marketing dan Kasus - Kasus Pilihan. In Yogyakarta. CAPS (Center For Academic Publishing Service).
Jayani, D. H. (2020). 10 Media Sosial yang Paling Sering Digunakan di Indonesia. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2020/02/26/10-media-sosial-yang-paling-sering-digunakan-di-indonesia
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P. (2012). Kotler P. Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Educ Int. 2012. Pearson Education International.
Kotler, P., & Keller, K. L. (2016). Marketing management. In Marketing Management (Vol. 18, Issue 2). Pearson Education. https://doi.org/10.4324/9781315842783-16
Lebriani, C. (2013). Analisis Pemetaan Dari Pengukuran Universitas Terakreditasi A Di Kota Bandung Berdasarkan Elemen-Elemen Brand Equity Menggunakan Metode Multidimensional Scaling. Persepsi Masyarakat Terhadap Perawatan Ortodontik Yang Dilakukan Oleh Pihak Non Profesional, 53(9), 1689–1699.
Mulyani, T., Ramdan, A. M., & Samsudin, A. (2020). Mengukur Loyalitas Konsumen Melalui Ekuitas Merek Pada Produk Kosmetik. Ekobis Dewantara, 3.
Ramdan, A. M., Rahayu, A., Hurriyati, R., & Sultan, M. A. (2020). The role of brand equity in making decisions to choose higher education for new middle-class students. In Advances in Business, Management and Entrepreneurship (pp. 25–27). CRC Press. https://doi.org/10.1201/9780429295348-6
Ratana, M. (2018). Pengaruh Social Media Marketing Terhadap Ekuitas Merek. Jurnal Studi Komunikasi Dan Media, 22(1), 13. https://doi.org/10.31445/jskm.2018.220102
Sari, R. R. (2017). Pengaruh Ekuitas Merek Jilbab Zoya Terhadap Nilai Pelanggan Di Kota Mataram. Jurnal Varian, 1(1), 35. https://doi.org/10.30812/varian.v1i1.48
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(September 2017), 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Supranto, & Limakrisma, N. (2011). Perilaku Konsumen dan Strategi Pemasaran. Mitra Wacana media.
Susanty, A., & Kenny, E. (2015). The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks. Asean Marketing Journal, 7(1), 14–27. https://doi.org/https://doi/org/10.21002/amj.v7i1.4481
Tjiptono, F. (2015). Strategi Pemasaran. In Yogyakarta: Andi.
Wahyuningsih. (2011). Nilai Pelanggan: Konsep dan Strategi. Jurnal Megadigma, 4(1).
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041
Published
2022-06-20
Section
Articles
