Analisis pengaruh social media marketing terhadap brand awareness dan brand image dalam membentuk brand loyalty pelanggan shopee di Surabaya

Genewa, Debora Valonsa (2019) Analisis pengaruh social media marketing terhadap brand awareness dan brand image dalam membentuk brand loyalty pelanggan shopee di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan teknologi yang begitu pesat menjadi sebuah peluang bagi perusahaan untuk mengembangkan bisnisnya. Salah satu inovasi teknologi yang paling bermanfaat adalah internet. Dengan adanya internet, perusahaan dapat menjual produk atau jasanya secara online yang disebut dengan layanan ecommerce. Shopee adalah salah satu perusahaan yang bergerak di bidang tersebut. Kehadiran Shopee memudahkan konsumen dalam melakukan belanja secara online. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Social Media Marketing, Brand Awareness dan Brand Image terhadap Brand Loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Social Media Marketing, Brand Awareness dan Brand Image sehingga meningkatkan Brand Loyalty yang pada akhirnya akan meningkatkan loyalitas pengguna e-commerce Shopee. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 110 responden dengan karakteristik pria dan wanita, berdomisili di Surabaya, dengan retan usia 18- 60 tahun, pernah berbelanja dan menggunakan produk tersebut di shopee sebanyak minimal 2 kali dalam 1 bulan terakhir, mengetahui promosi shopee melalui berbagai bidang media social, dan mengetahui Brand Ambassador dari Shopee yaitu BlackPink. Hasil penelitian menunjukkan bahwa Social Media Marketing memiliki pengaruh terhadap Brand Awareness dengan koefisian regresi sebesar 0.219; Social Media Marketing memiliki pengaruh terhadap Brand Image dengan koefisian regresi sebesar 0.507 ; Brand Awareness tidak memiliki pengaruh terhadap Brand Image dengan koefisian regresi sebesar 0.103; Social Media Marketing memiliki pengaruh terhadap Brand Loyalty dengan koefisian regresi sebesar 0.226;Brand Awareness tidak memiliki pengaruh terhadap Brand Loyalty dengan koefisian regresi sebesar 0.083; Brand Image memiliki pengaruh terhadap Brand Loyalty dengan koefisian regresi sebesar 0.381 / The rapid development of technology has become an opportunity for companies to develop their business. One of the most useful technological innovations is the internet. With the internet, companies can sell their products or services online, called e-commerce services. Shopee is one of the companies engaged in this field. Shopee's presence makes it easy for consumers to shop online. This study aims to determine how the influence of Social Media Marketing, Brand Awareness and Brand Image on Brand Loyalty. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence Social Media Marketing, Brand Awareness and Brand Image can increase Brand Loyalty which will ultimately increase the loyalty of Shopee e-commerce users. This research is a causal study. The research method used is a quantitative method by processing data using SPSS. Data collection was done by distributing questionnaires to 110 respondents with characteristics of men and women, domiciled in Surabaya, with retirement age 18-60 years, having shopped and used these products at shopee at least 2 times in the past 1 month, knowing shopee promotions through various fields social media, and know Shopee's Brand Ambassador, BlackPink. The results showed that Social Media Marketing had an influence on Brand Awareness with a regression coefficient of 0.219; Social Media Marketing has an influence on Brand Image with regression coefficient of 0.507; Brand Awareness has no effect on Brand Image with regression coefficient of 0.103; Social Media Marketing has an influence on Brand Loyalty with a regression coefficient of 0.226, Brand Awareness has no effect on Brand Loyalty with regression coefficient of 0.083; Brand Image has an influence on Brand Loyalty with a regression coefficient of 0.381

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