Analisis pengaruh elemen social media marketing terhadap consumer brand engagement dan brand knowledge pada pengguna jasa Grabfood di Medan = The analysis of social media marketing elements impacts towards consumer brand engagement and brand knowledge of Grabfood service users in Medan

Tiodora, Julia (2023) Analisis pengaruh elemen social media marketing terhadap consumer brand engagement dan brand knowledge pada pengguna jasa Grabfood di Medan = The analysis of social media marketing elements impacts towards consumer brand engagement and brand knowledge of Grabfood service users in Medan. Masters thesis, Universitas Pelita Harapan.

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Abstract

GrabFood merupakan penyedia layanan pesan antar makanan (food delivery) dengan pertumbuhan yang cukup pesat, khususnya di Indonesia. Namun, dalam menjalankan usahanya, GrabFood harus bersaing dengan kompetitor lainnya di Indonesia sehingga GrabFood tetap harus meningkatkan usahanya dalam meningkatkan keterlibatan pelanggan yang kemudian mendukung brand knowledge pelanggan terhadap GrabFood. Penelitian ini bertujuan untuk menguji pengaruh elemen SMM terhadap Brand Knowledge melalui CBE GrabFood di Medan dan penelitian ini bermanfaat bagi pihak manajemen khususnya dalam industri food delivery agar dapat meningkatkan strategi pemasarannya dalam menggunakan elemen SMM sehingga dapat meningkatkan CBE serta meningkatkan brand awareness dan brand image perusahaan agar dapat tetap bersaing kedepannya. Penelitian ini bersifat kausal dengan menggunakan metode kuantitatif yang diolah menggunakan software AMOS 22.0. Data yang diolah berupa data primer yang diperoleh dari 200 pengguna jasa GrabFood di Medan dengan menggunakan teknik Snowball Sampling. Pada hasil penelitian, ditemukan bahwa Brand Knowledge yang terdiri dari Brand Awareness dan Brand Image dipengaruhi oleh Consumer Brand Engagement (CBE) yang dengan urutan terbesar dipengaruhi oleh elemen SMM customization, lalu diikuti oleh EWOM, interaction, entertainment dan trendiness. Hal ini menunjukkan bahwa rata-rata pengguna GrabFood memiliki persepsi yang positif terhadap elemen SMM GrabFood khususnya pada customization dan EWOM yang memiliki pengaruh signifikan tertinggi./GrabFood is a food delivery service provider with an enormous growth in Indonesia. However, GrabFood must compete against other competitors in the same industry in Indonesia. Hence, GrabFood ought to leverage its efforts in enhancing customer engagement that supports customer brand knowledge. This research aims to test the impacts of SMM elements towards brand knowledge through CBE of GrabFood in Medan and this research benefits management parties specifically in food delivery industry to boost its marketing strategies mainly in the application of SMM elements to upgrade customer engagement and improve brand awareness and brand image simultaneously to remain competitive. This research is causal based, using quantitative method, in which the data collected are processed using AMOS 22.0 software. Primary data are collected, obtained from 200 GrabFood service users in Medan by applying Snowball Sampling techniques. The research outcomes shows that Brand Knowledge which consists of Brand Awareness and Brand Image is affected by Consumer Brand Engagement with the highest impact affected by SMM elements, customization, then followed by EWOM, interaction, entertainment, and trendiness. This indicates that most of the average GrabFood users have positive perceptions towards GrabFood SMM elements, especially in customization and EWOM that achieve the highest significant impacts.

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