Pengaruh kegiatan pemasaran di media sosial terhadap minat beli melalui mediasi customer brand engagement, social brand engagement, dan brand equity pada pelanggan merek retail perlengkapan rumah tangga di Indonesia

Yassin, Kahlil Gibran Ardha (2022) Pengaruh kegiatan pemasaran di media sosial terhadap minat beli melalui mediasi customer brand engagement, social brand engagement, dan brand equity pada pelanggan merek retail perlengkapan rumah tangga di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid-19 yang menyerang masyarakat secara massif berdampak terhadap meningkatnya penggunaan media digital seperti media sosial. Tidak hanya sebagai medium untuk saling berkomunikasi antar masyarakat namun lebih dari itu, media sosial menjadi sarana promosi bagi perusahaan untuk mempromosikan barang atau jasanya. Penelitian ini ingin mengetahui pengaruh dari kegiatan pemasaran di media sosial oleh merek retail perlengkapan rumah tangga di Indonesia terhadap minat beli melalui mediasi keterlibatan merek konsumen, keterlibatan merek secara sosial, dan ekuitas merek. Penelitian ini menggunakan pendekatan kuantitatif melalui survey secara daring terhadap 404 sampel responden dan dianalisa menggunakan perangkat lunak Smart-PLS. Hasil dari penelitian ini menunjukan apabila kegiatan pemasaran melalui media sosial berpengaruh positif terhadap semua variabel mediasi (keterlibatan merek konsumen, keterlibatan merek secara sosial, dan ekuitas merek), lalu minat beli sebagai dependen variabel mendapat pengaruh positif dari keterlibatan merek konsumen serta ekuitas merek. Hanya keterlibatan merek sosial yang memiliki pengaruh kecil terhadap variabel dependen. Sebagai implikasi manajerial, penelitian ini menunjukan apabila kegiatan pemasaran melalui media sosial sebagai hal yang penting dilakukan oleh perusahaan dan kurang merekomendasikan keterlibatan merek secara sosial. Rute lain untuk penelitian selanjutnya disajikan. / Global pandemic Covid-19 that has hit people hard contributed to the rise in digital media usage, such as social media. Not only as a medium to communicate among people but more than that, social media become a promotional tool for firms to promote their products or services. This study wants to know the influence of social media marketing activities of home appliances brands in Indonesia to purchase intention through mediating customer brand engagement, social brand engagement, and brand equity. This research uses a quantitative approach with an online survey of 404 sample respondents and analyzes it with the Smart-PLS program. The results show social media marketing activities positively influence all mediation variables (consumer brand engagement, social brand engagement, and brand equity), and purchase intention as a dependent variable get positive influence by customer brand engagement and brand equity. Only social brand engagement has a low positive influence on the dependent variable. For managerial implications, it shows if social media marketing activities its become important to do for firms and less recommended for social brand engagement. Other routes for future research are presented.

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