Pengaruh konten sosial media pada brand equity serta dampaknya pada re-purchase intention dan positive e-wom (studi pada catering sehat xyz)

Artini, Artini (2022) Pengaruh konten sosial media pada brand equity serta dampaknya pada re-purchase intention dan positive e-wom (studi pada catering sehat xyz). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh elemen social media marketing yang terdiri dari surveillance, social interaction, information sharing, remuneration, dan entertainment terhadap brand equity, dan termoderasi health consciousness yang dimana dampaknya terhadap re-purchase intention dan positive electronic word of mouth (EWOM). Rerangka penelitian dikembangkan dari penelitian sebelumnya, berdasarkan social media marketing, dan referensi penelitian terdahulu serta dilakukan dengan olah data dari konsumen catering sehat PT. XYZ. Penelitian ini merupakan penelitian kuantitatif survei dengan pendekatan cross-sectional. Responden diambil secara purposive sampling dengan penyebaran kuesioner pada konsumen yang pernah membeli produk dari catering sehat PT. XYZ. Terdapat sebanyak 215 sampel yang memenuhi syarat dan dianalisi dengan pelunak PLS-SEM. Hasil penelitian menunjukan bahwa Brand Equity sudah bisa dianggap memadai untuk memprediksikan Re-purchase Intention dan Positive E-WOM dalam konteks katering sehat, Karenanya bisa dikatakan bawa keenam anteseden dari brand equity dalam model penelitian ini mempunyai kemampuan prediksi yang adekuat atau memadai secara bersamaan. bisa disimpulkan dari temuan ini bahwasanya Brand Equity bisa dipengaruhi oleh aktivitas social media marketing dan kemudian akan memberi dampak yang bermanfaat bagi perkembangan bisnis katering sehat yang ditunjukan dengan niat positif dari konsumen. Hasil studi ini memberikan implikasi manajerial untuk manajemen meningkatkan information sharing, serta saran untuk pengembangan studi selanjutnya./This study aims to investigate and analyze how social media marketing elements like monitoring, social interaction, information sharing, remuneration, and entertainment affect brand equity and moderated health consciousness, with a focus on how these elements affect consumers' propensity to repurchase products and the spread of good word of mouth online ( EWOM). The study framework was created using data from prior studies, social media marketing, and citations from earlier studies. It was then processed using information from PT. XYZ, a company that provides healthy catering services. This research is a quantitative survey research with a cross-sectional approach. Respondents were taken by purposive sampling by distributing questionnaires to consumers who had bought products from healthy catering PT. XYZ. There were 215 samples that met the requirements and were analyzed with the PLS-SEM softener. The results show that Brand Equity be considered adequate to predict Re-purchase Intention and Positive E-WOM in the context of healthy catering can . It can be concluded from these findings that Brand Equity can be influenced by social media marketing and will then have a beneficial impact on the development of a healthy catering business which is indicated by positive intentions from consumers. The results of this study provide managerial implications for management to improve information sharing, as well as suggestions for the development of further studies.

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