PERAN PEMASARAN MEDIA SOSIAL PADA EKUITAS MEREK MENGGUNAKAN CITRA DAN KEPERCAYAAN MEREK

Authors

DOI:

https://doi.org/10.37932/j.e.v13i1.701

Keywords:

pemasaran media sosial, citra merek, kepercayaan merek, ekuitas merek

Abstract

Pemasaran media sosial merupakan serangkaian proses perusahaan atau pelaku usaha untuk membuat, mengkomunikasikan, dan menyampaikan penawaran produk dan layanan yang tersedia secara online melalui media sosial guna membangun dan menjaga hubungan dengan para pemangku kepentingan. Penelitian ini memiliki tujuan utama untuk menganalisis pengaruh pemasaran media sosial terhadap ekuitas merek dengan menggunakan citra merek dan kepercayaan merek pada merek smartphone tertentu. Untuk penilaian hubungan antarfaktor tersebut, data dikumpulkan melalui kuesioner untuk diisi oleh para individu pengguna merek smartphone tertentu dan aktif menggunakan media sosial yang berada di daerah Jabodetabek. Alat statistik SPSS dan AMOS-SEM digunakan untuk analisis data. Hasil penelitian menunjukkan bahwa pemasaran media sosial berpengaruh positif dan signifikan terhadap citra merek dan kepercayaan merek, namun pemasaran media sosial tidak memberikan pengaruh terhadap ekuitas merek. Selanjutnya, kepercayaan merek berpengaruh positif dan signifikan terhadap ekuitas merek, sedangkan citra merek tidak memberikan pengaruh terhadap ekuitas merek. Kontribusi akan hasil dari penelitian ini diharapkan mampu memberikan wawasan yang signifikan kepada pemasar perusahaan merek smartphone tentang bagaimana mengembangkan ekuitas merek yang kuat di pasar Indonesia dan menciptakan keunggulan kompetitif bagi perusahaan melalui perwujudan pemasaran media sosial, citra merek, serta kepercayaan merek yang kuat.Social media marketing is a process for companies or businessmen to create, communicate, and deliver an offer about online available products and services through social media to build and maintain the relationships with the stakeholders. This study has the main purpose to analyze the effect of social media marketing on brand equity by using brand image and brand trust in a particular smartphone brand. To assess the relationship between these factors, data was collected through a questionnaire to be filled out by individual users of certain smartphone brands and actively using social media in the Jabodetabek area. SPSS and AMOS-SEM statistical tools were used for data analysis. The results of the study show that social media marketing has a positive and significant effect on brand image and brand trust, but social media marketing has no effect on brand equity. Furthermore, brand trust has a positive and significant effect on brand equity, while brand image has no effect on brand equity. The contribution of this study is expected to be able to provide significant insight to marketers of smartphone brand companies on how to develop strong brand equity in the Indonesian market and create competitive advantages for companies through strong embodiment of social media marketing, brand image, and brand trust.

Author Biographies

Muhammad Daffa Ramdhani, Universitas Trisakti

Fakultas Ekonomi dan Bisnis

Yolanda Masnita, Universitas Trisakti

Fakultas Ekonomi dan Bisnis, dan Dosen

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Published

2023-04-01

How to Cite

Ramdhani, M. D., & Masnita, Y. (2023). PERAN PEMASARAN MEDIA SOSIAL PADA EKUITAS MEREK MENGGUNAKAN CITRA DAN KEPERCAYAAN MEREK. Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 13(1), 89–103. https://doi.org/10.37932/j.e.v13i1.701

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Vol. 13 No. 1 (2023): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

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