Anteseden dari brand resonance serta dampaknya pada repurchase intention dan intention to share (studi pada smartphone Samsung dengan aplikasi TikTok)

Kusuma, Adrian Tirta and Octavia, Jessica and Kevin, Kevin (2020) Anteseden dari brand resonance serta dampaknya pada repurchase intention dan intention to share (studi pada smartphone Samsung dengan aplikasi TikTok). Masters thesis, Universitas Pelita Harapan.

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Abstract

Saat ini persaingan di dunia teknologi khususnya smartphone semakin kompetitif. Hal ini membuat banyak perusahaan menggunakan strategi marketing menggunakan media sosial seperti Instagram, facebook dan media sosial yang sedang hype yaitu TikTok. tetapi penelitian tentang strategi marketing yang menggunakan applikasi TikTok masih jarang dilakukan. Tujuan penelitian ini adalah mempelajari pengaruh celebrity endorser, background music, visual appearance, user engagement, dan self congruence terhadap emosional konsumen Samsung dan TikTok dalam mempengaruhi repurchase intention dan intention to share pada merek smartphone Samsung. Responden dalam penelitian ini adalah pengguna smartphone Samsung dan TikTok, berjumlah 400 responden. Pengumpulan sampel dilakukan dengan teknik non-probability sampling dan teknik purposive sampling. Analisa data pada penelitian menggunakan Structural Equation Model (SEM) dengan SmartPLS 3.3.0. Dalam penelitian ini ditemukan bahwa pengaruh paling besar dari keberhasilan strategi marketing aplikasi TikTok adalah celebrity endorser. Selebriti dapat mempengaruhi emosi konsumen terhadap suatu merek dan konten dalam TikTok. Hasil dari penelitian ini diharapkan dapat memberikan saran perbaikan bagi perusahaan dalam menggunakan TikTok sebagai media pemasaran dan menambah wawasan tentang penggunaan sosial media. / Currently, competition in the world of technology, especially smartphones, is increasingly competitive. This has led many companies to use marketing strategies using social media such as Instagram, Facebook and the social media that is currently hype, namely TikTok. however, research on marketing strategies using the TikTok application is still rare. The purpose of this study was to study the effect of celebrity endorsers, background music, visual appearance, user engagement, and self confidence on the emotionality of Samsung and TikTok consumers in influencing repurchase intention and intention to share on the Samsung smartphone brand. Respondents in this study were Samsung and TikTok smartphone users, totaling 400 respondents. Samples were collected using non-probability sampling techniques and purposive sampling techniques. Analysis of the data in the study using the Structural Equation Model (SEM) with SmartPLS 3.3.0. In this study it was found that the greatest influence of the successful marketing strategy of the TikTok application was celebrity endorsers. Celebrities can influence consumer emotions towards a brand and content on TikTok. The results of this study are expected to provide suggestions for improvements for companies in using TikTok as a marketing medium and gain insight into the use of social media.

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