PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) TERHADAP BRAND EQUITY SERTA DAMPAKNYA PADA E-WOM DAN KOMITMEN RELASIONAL
Article Sidebar
Main Article Content
Abstract
This study analyzes the effect of Social Media Marketing Activities (SMMA) on Brand Equity and Its Impact on E-WOM and Relational Commitment to Scarlett Whitening's customers. The primary data in this study used a questionnaire and the secondary data was obtained through a literature search. The sample in this study was 115 which were distributed online via google form to Scarlett Whitening customers. The sampling technique in this study used purposive sampling. This study was analyzed through Partial Least Square- Structural Equation Modeling (PLS-SEM), with two tests, namely the measurement model and the structural model. The results of this study indicate that SMMA has a positive and significant effect on Brand Awareness and Brand Image. Brand Awareness has a positive and significant effect on E-WOM. Brand Awareness has a positive and insignificant effect on Relational Commitment. Brand Image has a positive and significant effect on E-WOM and Relational Commitment.
Article Details
References
Aaker, D.A., 2009. Brand Portofolio Strategy: Creating Relevance, Differention, Energy, Leverage, and Clarity. Simon and Schuster, New York.
Agichtein, E., Castillo, C. Donanto, Gionis, D., 2008. Finding high-quality content in social media. In: WSDM’08 Proceedings of the 2008 International Conference on Web Search and Data Mining, pp. 183-194
Ahmed, Y. A., Ahmad, M. N., Ahmad, N., & Zakaria, N. H. (2019). Social media for knowledge-sharing: A systematic literature review. Telematics and informatics, 37(1), 72- 112
Akgun, Zuhal. 2020. The Impact of Social Media Marketing Activities on Brand Equity, Customer Response and Purchase Intention: A Research on Fast Fashion Brands. Business & Management Studies: An International Journal Vol.:8 Issue: 5 Year:2020, 4211-4240
Arndt, J. 1967. Word-of-mouth advertising and informal communication. In D. Cox (Ed.), Risk taking anf information handling in consumer behavior. Boston, MA: Harvard University Press.
Barreda, Albert A., Nusair, Khaldoon., Okumus, Fevzi., Wang, Youcheng., Bilgihan, Anil. 2019. The Impact of Social Media Activities on Brand Image anf Emotional Attachement. Journal of Hospitaly and Tourism Technology Vol. 11 No. 1, 2020 pp. 109-135
Bauer, R. A., 1960. Customer Behavior as Risk Taking. In: Hancock, R.S. (Ed.), Dynamic Marketing for a Changing World, Proceedings of the 43rd. Conference of the American Marketing Association, pp. 389-398
Bickart, B., & Schindler, R. M. (n.d.). Internet Forums as Influential, 15 (3), 31-40
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
DAM, Tri Cuong. 2020. The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word of Mouth. Journal of Asian Finance, Ecconomics and Business Vol 7 No 11 (2020) 449-457
Damaiansyah, F., Putri, Meriza I., Setyowati, A., Harahap, Vica N., Persadanta, P. 2018. The Impact of Social Media Marketing Activities on Brand Equity and Customer Reaction og Garuda Indonesia’s Airline. Global Research on Sustainable Transport & Logistics
Durianto, D., Sugiarto, & Sitinjak, T. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
Eun Ju Seo dan Jin Woo Park. 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 (2018) 36-41
Ghozali, Imam. 2011. “Aplikasi Ananlisis Multivariate dengan Program IBM SPSS 21”. Semarang: Badan Penelitian 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
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The Structure of Commitment in Exchange. Journal of Marketing, 59(1), 78–92. https://doi.org/10.2307/1252016
Hair, Jr., J.F., R.E Anderson, R.L Tatham & W.C. Black. 2010. Multivariate Data Analysis with Reading. New York: Macmillan Pub. Company
Hsu, L., & Lawrence, B. (2016). The role of social media and brand equity during a product recall crisis: A shareholder value perspective. International journal of research in Marketing, 33(1), 59-77
Jung. S. T. 1994. Marketing Management. Bobmunsa, Seoul.
Katz, E., Lazarsfeld, P.F. 1955. Personal Influence: The Part of Played by People in the Flow of Mass Communications. The Free Press, New York
Keller, K.L. 2013. Conceptualizing and Measuring, Brand Managing Customer- Based Equity. Journal of Marketing, 57 (1), 1-22
Khan, Zobi., Yang, Yongzhong., Shafi, Mohsin., Yang, Ruo. 2019. Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis. Journal Sustainability 2019, 11, 5167
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, 65(10), 1480-1486.
King, R. A., Racherla, P., & Bush, V. D. 2014. What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthetis of The Literature. Journal of Interactive Marketing, 28 (3), 167-183
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management, 14/e. Pearson
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25
Litvin, S. W., Goldsmith, R. E., & Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29 (3), 458-468.
Lee, S.S., Sung, Y.S., 200. Consumer Commitment in Buyer-Seller Relationship. Korean Psychol. Assoc. 2 (2), 31-60.
Maria, Siti., Pusriadi, Tommy., Hakim, Yundi Permadi., Darma, Dio Caisar. 2019. The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand awareness and Intention to Buy. Jurnal Manajemen Indonesia Vol. 19 (2), pp. 107-122,2019
Martin, K., Todorov, I. 2010. How Will Digital Platforms be Harnessed in 2010, and How Will They Change the Way People Interat with Brands? J. Interact. Advert. 10 (2), 61-66.
Mirabi, Hosseinoun. 2018. Effect of Social Media Marketing Activities On Word Of Mouth Advertisement And Customer Commitment Through Brand Awareness And Brand Image.
Moliner-Velázquez, B., Fuentes-Blasco, M., & Gil-Saura, I. (2019). Effects of value and innovation on brand equity in retailing. Journal of Brand Management, 26(6), 658-674
Moorman, C., Deshpande, R., & Zaltman, G. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations Author (s): Christine Moorman, Gerald Zaltman, Rohit Deshpande Source: Journal of Marketing Research, Vol .29, No. 3 (Aug., 19. Journal of Marketing, 29(3), 314–328.
Morgan, R.M., Hunt, S.D. 1994. The Commitment Trust Theory of Relationship Marketing. J. Mark. 58 (3), 20-38
Munawaroh, Yuniarti dan Hayati. 2015. Analisis Regresi Variabel Mediasi dengan Metode Kausal Step (Studi Kasus: Produk Domestik Regional Bruto (PDRB) Perkapita di Provinsi Kalimantan Timur Tahun 2011-2013). Jurnal EKSPONENSIAL Volume 6, Nomor 2, Nopember 2015
Mutinga, D. G., Moorman, M., & Smit, E. G. 2011. Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising, 30 (1)
Naaman, M., Becker, H., Gravano, L. 2011. Hip and Trendy: characterizing emerging trendson twitter. J. Am. Soc. Inf. Sci. Technol. 62 (5), 902-918.
Nguyen, B., Yu, X., Melewar, T. C., & Chen, J. (2015). Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, 51(1), 11-25.
Olson, D. L., Cao, Q., Gu, C., & Lee, D. (2009). Comparison of customer response models. Service Business, 3(2), 117-130.
Pasaribu, Romindo M dan Silalahi, Andryan. 2020. Analysis of Impact of Social Media Marketing Activities in Brand Loyalty with Brand Awareness as Intermediate Variables (Study on Traveloka Brand). Visi Ilmu Sosial dan Humaniora (VISH) Vol 01 No 01 Juni 2020 (73-83)
Percy, L. and Rossiter, J. R. 1992. A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9 (4), 263-274
Pramudita dan Sitinjak. 2021. Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image pada Pengguna Tokopedia, Shopee, dan Bukalapak di Jakarta. Manajemen pemasaran volume 10 Nomor 2, Mei 2021
Richter, A., & Koch, M. (2007). Social Software – Status quo und Zukunft, 1–49. https://doi.org/10.1111/j.1083-6101.2011.01559.x
Rizal, Alimuddin., Tjahjaningsih, E., Basiya, R., Musthofa, Mukti, Manggala A., Insani, addienda K. 2020. Menciptakan Komitmen Relasional Melalui Kepuasan Dengan basis Citra Perusahaan, Kualitas Layanan dan Persepsi Nilai (Studi Pada Industri Jasa Asuransi jasa Raharja di Semarang)
Seo, W.S., Kim, M.K. 2003. A study on the effect of consumer behavior intention of brand equity in hotel. Korean J. Tour. Res. 18 (2), 111-127
Schmenner, R.W. 1986. How can service business survive and prosper? Sloan Manag. Rev. 27 (3) 21-32.
Shadiardehaei et al. 2021. Relationship Between Social Media Marketing Practices and Customer Response with Mediating Role Of Brand Equity Dimensions: An Empirical Investigation. Independent Journal of Management & Production (Ijm&P) v. 12, n. 5, July-August 2021
Sugiyono, (2010). Metode Penelitian Kuantitatif Kualitatif dan R& D’’, Alfabeta, Bandung.
Tsimonis, G. and Dimitriadis, S. 2014. Brand strategies in social media. Marketing Intelligence & Planning, 32 (3), 328-344
Ulrich, D., 1989. Tie the corporate knot: gaining complete customer commitment. Sloan Manag. Rev. 30 (4) 19-27.
dok.com. Pengertian Respon Konsumen Hubungan. https://text-id.123dok.com/document/wyev9481z-pengertian-respon-konsumen-hubungan-respon-konsumen-dan-perilaku-konsumen-dimensi-dimensi-respon.html. Diakses tanggal 2 Oktober 2021
Wijayanti. Kajian tentang Respon, Televisi dan Program Dakwah Televisi. https://eprints.walisongo.ac.id/id/eprint/7086/3/BAB%20II.pdf . Diakses tanggal 2 Oktober 2021