Pengaruh Social Media Marketing Terhadap Brand Equity dan Dampaknya Pada Minat Beli Produk Merek Pobosoccer

  • Shinta Wahyu Hati POLITEKNIK NEGERI BATAM
  • Wira Audika Daningsih Jurusan Manajemen Bisnis, Politeknik Negeri Batam
Abstract views: 208 , Full Text (PDF) downloads: 165
Keywords: : Social Media Marketing, Brand Equity, Buying Interest

Abstract

This study aims to determine the effect of social media marketing on brand equity and its impact on buying interest in Pobosoccer brand products. The population in this study are active followers of Pobosoccer social media who have purchased Pobosoccer products, the number of which is unknown. The number of samples in this study were 100 responses. Data collection techniques in the study used a questionnaire. The analytical technique in this research is path analysis, which is to analyze the causal relationship between exogenous variables and endogenous variables. The results of the research on the structure of the first model show that the value of the Beta Coefficient of entertainment variables is 0.159, customization is 0.190, interaction is 0.300, trendiness is 0.181, and word of mouth is 0.189, where each of these variables has a significance value of <0.05, which means the entertainment variable, customization, interaction, trendiness, and word of mouth have a positive and significant effect on the brand equity variable. While the results of the research on the structure of the second model show the Beta coefficient of the entertainment variable is 0.158, customization is 0.147, interaction is 0.168, trendiness is 0.138, word of mouth is 0.238, and brand equity is 0.189.

References

Akram, & Kumar. (2017). A Study on Positive and Negative Effects of Social Media on Society. International Journal of Computer Sciences and Engineering, 5(10).

Angkie, N. S., & Tanoto, S. R. (2019). Pengaruh Social Media Marketing Terhadap Brand Equity Pada Brand Fashion Zara, H&M, Pull&Bear, dan Stradivarius di Surabaya. AGORA, 7(1).

Chen, S.-C., & Lin, C.-P. (2019). Understanding The Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting & Social Change. 140, 22-32.

Dahmiri (2020) Pengaruh sosial media marketing dan brand equity terhadap minat beli. Kinerja-Jurnal Ekonomi dan Manajemen. pISSN: 1907-3011 - eISSN: 2528-1127

Durianto, & Liana. (2004). Analisis Efektivitas Iklan Televisi Softener Soft & Fresh di Jakarta dan Sekitarnya dengan Menggunakan Consumen Decision Model. Jurnal Ekonomi Perusahaan.

Durianto, Darmadi, Sugiarto, & Sitinjak. (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utamas.

Ferdinand, A. (2006). Metode Penelitian Manajemen. Semarang: 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.

Gunelius, S. (2011). 30 Minute Social Media Marketing. United States: McGraw Hill.

Haliyani, F. P. (2018). Pengaruh Social Media Marketing Terhadap Purchase Intention Pada Starbucks Indonesia. Jurnal Ilmiah Mahasiswa Fakultas Ekonomi dan Bisnis. Vol 7, No 1.

Irawan, A. W., Yusufianto, A., Agustina, D., & Dean, R. (2020). Asosiasi Penyelenggara Jasa Internet Indonesia. Retrieved from https://apjii.or.id

Jacobson, J., Gruzd, A., & Garcia, A. H. (2020). Social Media Marketing: Who is watching the watchers? Journal of Retailing and Customer Services. 53, 101774.

Kemp, S. (2021). Digital 2021: Indonesia. Retrieved from Data Reportal: https://datareportal.com/

Kim, A., & Ko, E. (2012). Do Social Media Marketing Activities Enchance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480-1486.

Kotler, & Keller. (2013). Manajemen Pemasaran (12 ed.). Jakarta: Erlangga.

Kotler, P. (2017). Marketing 4.0. Jakarta: PT Gramedia Pustaka Utama.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing. United States: Pearson.

Mahardika, E. D., & Hendrawan, D. (2017). Analisis Pengaruh Dimensi Social Media Marketing Efforts Terhadap Brand Equity Pada Mie Setan di Kota Malang. Jurnal Ilmiah Mahasiswa Fakultas Ekonomi Bisnis, 6(1).

Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen dan Perbankan, 5, 145-155.

Nam, et al. (2011) Brand Equity, Brand Loyalty, and Consumer Satisfaction”. Annals of Tourism Research, Vol.38 No. 3. 2011. p. 1009-1030.

Radhitama, J. I. (2018). Analisis Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Equity Sebagai Variabel Mediasi Pada Akun Instagram @gojekindonesia (Studi Pada Konsumen GO-JEK di Kota Malang). Jurnal Ilmiah Mahasiswa Fakultas Ekonomi dan Bisnis Vol 6, No 2.

Raharjo, S. T., & Semuel, H. (2018). Pengaruh Social Media Marketing Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Mediasi pada Lazada. Jurnal Strategi Pemasaran Vol 5 No 2

Robul; Hrinchenko; Zalubinska;. (2019). Social Media Marketing Influence on Brand Equity and Impact on Intention to Buy in Fashion Marketing. Economic Innovations , 21(1), 70.

Ratana., M (2018) Pengaruh Sosial Media Marketing Terhadap Ekuitas Merek. Jurnal Studi Komunikasi dan Media Volume 22 No. 01. Edisi Juni hal 13 – 28

Sarwono, J. (2012). Path Analysis dengan SPSS: Teori, Aplikasi, Prosedur Analisis untuk Riset Skripsi, Tesis dan Disertasi. Jakarta: PT Elex Media Komputindo.

Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior. Global Edition. Pearson Higher Education, London, 12(2), 113-120.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV Alfabeta.

Sunyoto, D (2011). Riset Bisnis dengan Analisis Jalur SPSS. Yogyakarta: Gava Media.

Supardi. (2013). Aplikasi Statistika dalam Penelitian Konsep Statistika yang Lebih Komprehensif. Jakarta: Change Publication.

Syaeful, J. N., & Sulaiman. (2018). Pengaruh Upaya Pemasaran Media Sosial terhadap Tanggapan Konsumen yang dimediasi Ekuitas Merek pada pengguna produk Miniso di Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(4), 29-37.

Tardin, M., Braga, L. D., & Pelissari, A. S. (2020). Social Media Marketing Communication: Effects on Brand Equity and on Consumer's Purchase Intention. International Journal for Innovation Education and Research.

Taprial, V., & Kanwar, P. (2012). Understanding social media. United States: Ventus Publishing

Yudiataatmaja, F. (2017). Analisis Jalur: Perhitungan Manual dan Aplikasi Komputer Statistik. Depok: Rajawali Pers.

Published
2022-08-30
Section
Articles