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"Selama dua dekade terakhir, media sosial berhasil mengubah pola komunikasi antara perusahaan dan konsumen yang memungkinkan adanya hubungan dua arah tanpa batasan jarak dan waktu. Seluruh perusahaan dari berbagai industri pun mulai meningkatkan eksistensi mereka di media sosial, termasuk perusahaan produk kecantikan berlabel halal khususnya Wardah. Meskipun sudah diterima khalayak umum, belum ada studi lebih lanjut pengaruh aktivitas pemasaran media sosial perusahaan terhadap ekuitas merek pada konsumen Muslim. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh perceived social media marketing activities terhadap consumer-based brand equity dengan model Stimulus-Organism-Response (S-O-R) serta menguji efek mediasi dari variabel brand experience dan moderasi dari variabel religiosity. Metode analisis yang digunakan dalam penelitian ini adalah SEM-PLS untuk melihat hubungan variabel dan efek mediasi serta moderasi dengan menggunakan aplikasi SmartPLS 3.0. Dari 635 data dari responden wanita Muslim, ditemukan bahwa religiosity tidak memberikan pengaruh dalam memoderasi hubungan antara perceived social media marketing activities dan brand experience. Adapun brand experience memediasi hubungan antara aktivitas pemasaran media sosial yang dirasakan konsumen dengan consumer-based brand equity. Penelitian ini mengimplikasikan bahwa manajer pemasaran perlu mempertimbangkan untuk membuat konten media sosial yang informatif dan interaktif yang diharapkan dapat meningkatkan E-WOM.

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Over the past two decades, social media has succeeded in changing the pattern of communication between companies and consumers, allowing for a two-way relationship without the limitations of distance and time. All companies from various industries have begun to increase their presence on social media, including companies with halal-labeled beauty products. Although it has been accepted by the general public, there has been no further study of the effect of corporate social media marketing activities on brand equity in Muslim consumers. Therefore, this study aims to analyze the effect of perceived social media marketing activities on consumer-based brand equity with the Stimulus-Organism-Response (S-O-R) model and examine the mediating effect of the brand experience variable and the moderating of the religiosity variable. The analytical method used in this study is SEM-PLS to see the relationship between variables and the effects of mediation and moderation using the SmartPLS 3.0 application. From 635 data from Muslim female respondents, it was found that religiosity had no effect in moderating the relationship between perceived social media marketing activities and brand experience. Meanwhile, brand experience mediates the relationship between social media marketing activities perceived by consumers and consumer-based brand equity. This study implies that marketing managers need to consider creating informative and interactive social media content that is expected to increase E-WOM."

"Consumer-based brand equity (CBBE) merupakan instrumen brand paling bernilai dari instrumen brand lainnya. Salah satu strategi pemasaran yang mampu meningkatkan CBBE adalah dengan social media marketing activities (SMMA) yang dapat dirasakan pengikutnya, atau perceived SMMA. Shopee Indonesia merupakan salah satu e- commerce yang mempunyai media sosial Instagram untuk memberi informasi terbaru dan berhubungan dengan konsumennya, khususnya di Jakarta yang penduduknya mempunyai angka melek media sosial hingga 99%. Perceived SMMA dapat menciptakan brand experience konsumen, serta nantinya brand experience mampu meningkatkan CBBE. Selain itu, co-creation dapat berperan sebagai moderasi antara hubungan perceived SMMA dan brand experience. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh perceived SMMA terhadap CBBE melalui brand experience serta co-creation behaviour sebagai moderasi pada pengikut Instagram Shopee Indonesia di Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 211 responden yang diperoleh melalui online quiestionnaire. Hasil penelitian menunjukkan bahwa perceived SMMA berpengaruh signifikan terhadap CBBE. Perceived SMMA juga berpengaruh signifikan terhadap brand experience. Selain itu, brand experience mempunyai pengaruh signifikan terhadap CBBE. Peran brand experience sebagai mediasi antara perceived SMMA dan CBBE mempunyai pengaruh signifikan. Namun, tidak ada pengaruh signifkan pada co- creation behaviour sebagai moderasi antara perceived SMMA dan CBBE.

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Consumer-based brand equity (CBBE) is the most valuable brand instrument among the other brand instruments. One of the marketing strategies that can increase CBBE is social media marketing activities (SMMA) that can be perceived by its followers, or perceived SMMA. Shopee Indonesia is one of the e-commerce sites that has Instagram to provide the latest information and connect with its consumers, especially in Jakarta where the population has a social media literacy rate of up to 99%. Perceived SMMA can affect consumer’s brand experience, and also brand experience can increase CBBE. In addition, co-creation can be a moderator between the relationship between perceived SMMA and brand experience. This study aims to analyze the effect of perceived SMMA on CBBE through brand experience and co-creation behavior as a moderator from Shopee Indonesia's Instagram followers in Jakarta. The research method uses quantitative approach with purposive sampling technique on 211 respondents obtained through online questionnaires. The results showed that perceived SMMA had a significant effect on CBBE. Perceived SMMA also has a significant effect on brand experience. Futhermore, brand experience has a significant influence on CBBE. The role of brand experience as a mediation between perceived SMMA and CBBE has a significant effect. However, there is no significant effect on co-creation behavior as a moderator between perceived SMMA and CBBE."

"Fokus penelitian ini adalah untuk menganalisa pengaruh social media marketing activities terhadap Brand Equity pada studi kasus Go - Jek dengan menganalisa beberapa faktor yang terdapat dalam brand awareness, yaitu brand awareness, brand loyalty, dan perceived quality. Metodologi yang digunakan untuk pengolahan data adalah regresi linear sederhana. Hasil yang diperoleh menunjukkan bahwa ada pengaruh positif dari kegiatan pemasaran media sosial di masing-masing faktor ekuitas merek.

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The focus of this research is to analyze the effect of social media marketing activities on brand equity of Go-Jek by examining several dimensions, namely brand awareness, brand loyalty, and perceived quality. Methodologies used for data processing is simple linear regression. The obtained result shows that there is a positive influence of social media marketing activities on each of the dimensions in brand equity."

"Semakin banyak pelanggan menggunakan media sosial untuk mendapatkan informasi tentang merek dan memandu pembelian mereka. Hubungan antara pemasaran media sosial (social media marketing activities-SMMA) dan ekuitas merek berbasis konsumen (consumer-based brand equity-CBBE) pada konsumen Generasi Z dipengaruhi melalui pengalaman merek (brand experience-BE) dan manfaat media sosial (social media benefits-SMB) dari platform media sosial. Penelitian ini menerapkan partial least square model (PLS) dengan 125 responden Generasi Z yang mengikuti merek Louis Vuitton di platform media sosial Instagram. Penelitian ini menunjukkan adanya hubungan antara SMMA dan CBBE yang dipengaruhi melalui mediasi pengalaman merek (BE) serta manfaat media sosial (SMB). Akan tetapi, penelitian ini juga menunjukkan bahwa pengalaman merek (BE) dan manfaat media sosial (SMB) tidak memiliki hubungan langsung dengan CBBE tanpa mediasi. Temuan penelitian ini dapat digunakan oleh manajer luxury brands untuk merancang pemasaran media sosial untuk meningkatkan pemasaran kepada Generasi Z dan evaluasi ekuitas merek (brand equity) di platform media sosial.

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More and more customers are using social media to learn about brands and guide their purchases. The relationship between social media marketing activities (SMMA) efforts and consumer-based brand equity (CBBE) among Generation Z consumers is hypothesized to be mediated by brand experience (BE) and the social media benefits (SMB) resulting from engagement in social media platforms. Putting into action, the partial least squares path modeling (PLS) used to evaluate 125 of Louis Vuitton brand’s followers on the social media platform of Instagram. According to the findings, the relationship between SMMA and CBBE is mediated by brand experience as well as social media benefits; however, the result also show that brand experience and social media benefits does not have any direct relationship regarding the CBBE without mediation. These findings could be used by luxury brand managers to design social media marketing approaches that improve Generation Z's overall social media marketing activities and evaluations of brand equity in social media platforms.

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"Konsumen semakin beralih ke platform media sosial untuk berpartisipasi dalam komunitas merek sebagai cara memperoleh informasi tentang merek dan mendapatkan wawasan dalam keputusan pembelian mereka secara keseluruhan. Hipotesis kami adalah bahwa hubungan antara aktivitas pemasaran media sosial (SMM) dan ekuitas merek berbasis konsumen (CBBE) di kalangan Milenial dimediasi oleh keuntungan konsumen yang muncul dari keterlibatan dalam komunitas tersebut dan pengalaman merek. Secara khusus, kami fokus pada hubungan antara aktivitas SMM dan dua faktor ini. Selain itu, gagasan penggunaan dan kepuasan, serta pengalaman merek, menjadi dasar konsep ini. Untuk menguji model penelitian, digunakan ukuran sampel sebanyak 202 orang yang mengikuti Gucci di media sosial. PLS, yang merupakan singkatan dari partial least squares path modeling, diterapkan.

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Consumers are increasingly turning to social media platforms to participate in brand communities as a means of acquiring information about brands and gaining insight into their overall purchasing decisions. Our hypothesis is that the relationship between social media marketing (SMM) activities and consumer-based brand equity (CBBE) among Millennials is mediated by the consumer advantages that emerge from involvement in such communities and brand experience. Specifically, we are focusing on the relationship between SMM activities and these two factors. Additionally, the idea of uses and gratifications, in addition to brand experience, serves as the foundation for this concept. In order to test the study model, a sample size of 202 people who follow Gucci on social media was used. PLS, which is an acronym that stands for partial least squares path modeling, was applied."

"Media sosial menjadi salah media yang sering digunakan oleh perusahaan dalam aktivitas komunikasi pemasarannya saat ini. Sebagai media komunikasi yang terkenal, penyedia layanan transportasi udara juga menggunakan media sosial untuk mempengaruhi respon pelanggan sehingga perusahaan mendapatkan kinerja yang diinginkan. Industri penerbangan Indonesia menunjukkan kinerja yang positif. Kondisi ini merupakan peluang besar bagi para penyedia jasa trasnportas udara di masa depan. Penyedia layanan transportasi udara perlu berusaha untuk memanfaatkan peluang melalui kegiatan komunikasi pemasaran yang unggul. Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran melalui media sosial terhadap respon pelanggan melalui ekuitas merek sebagai peran mediasi. Respon pelanggan dalam penelitian ini terkait dengan electronic word-of mouth EWOM dan repurchase intention. Kerangka model dalam penelitian ini dilakukan dengan menggunakan metode Structural Equation Model SEM dengan ukuran sampel sebanyak 217 responden, yang memiliki pengalaman menggunakan Air Asia Indonesia. Hasil penelitian ini menunjukkan bahwa aktivitas komunikasi pemasaran melalui media sosial dapat mempengaruhi respon pelanggan melalui adanya mediasi brand equity. Elemen brand image memiliki kontribusi yang lebih besar dibandingkan brand awareness. Di samping itu, elemen interaksi dan kebaruan informasi menjadi elemen yang paling penting dalam komunikasi pemasaran melalui media sosial.

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Recently, social media become one of the media that is often used by companies in marketing communication activities. As a well known communication medium, air transport service providers also use social media to influence customer responses so that companies get the desired performance. The Indonesian aviation industry is showing a positive performance. This condition is a great opportunity for air transport service providers in the future. Air transport service providers should strive to capitalize those opportunities through superior marketing communications activities. This study aims to determine the effect of marketing communication through social media to customer response through brand equity as a mediation role. The customer response in this study is related to electronic word of mouth EWOM and repurchase intention. The model framework in this research was done by using Structural Equation Model SEM method with sample size as much as 217 respondents, who have experience using Air Asia Indonesia. The results of this study indicates that marketing communications activities through social media can affect customer response through the mediation of brand equity. Brand image elements have a greater contribution than brand awareness on influencing customer responses. In addition, the element of information interaction and trendiness becomes the most important element in marketing communication through social media."

"Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Efforts terhadap Brand Equity dan Consumer Response pada konsumen Starbucks Indonesia di Jakarta. Jenis penelitian yang digunakan adalah eksplanatif dengan pendekatan kuantitatif. Dalam mengambil sampel, teknik yang digunakan pada penelitian ini adalah non-probability sampling dengan pendekatan purposive sampling. Kriteria sampel pada penelitian ini adalah konsumen yang pernah melakukan pembelian produk Starbucks Indonesia, mengikuti Starbucks di platform media sosial dan berdomisili di Jakarta. Jumlah responden dalam penelitian ini adalah 256 orang. Instrumen pada penelitian ini menggunakan kuesioner online dalam bentuk Google Form dan data yang didapatkan diolah menggunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan SEM-PLS. Hasil dari penelitian ini menunjukkan bahwa seluruh hubungan yang dimiliki dalam model penelitian signifikan dan memiliki pengaruh positif.

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This study aims to analyze the effect of Social Media Marketing Efforts on Brand Equity and Consumer Response on Starbucks Indonesia's consumer in Jakarta. The type of the study is explanative with quantitative approach. In taking samples, the technique uses in this study is non-probability sampling with purposive sampling approach. The sample criteria in this study are consumer who have bought Starbucks Indonesia products, followed Starbucks Indonesia on social media platform and domiciled in Jakarta. The number of respondents in this study were 256 people. The instrument used in in this study is online questionnaire by Google Form and the data obtained were processed using SPSS and SmartPLS through descriptive statistical analysis and SEM-PLS. The results of this study indicate that all relationships held in the research model are significant and had positive influences."

"Penelitian ini memiliki tujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap ekuitas merek dan respons pelanggan gen z pada Instagram Bittersweet by Najla pada masa pandemi COVID-19. Peneliti menggunakan variabel aktivitas pemasaran media sosial sebagai variabel independen, dan variabel ekuitas merek serta respons pelanggan sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa survei. Jumlah sampel dari penelitian ini sebanyak 200 orang yang berusia 17 sampai 25 tahun yang menggunakan Instagram, mengikuti akun Instagram Bittersweet by Najla, dan pernah membeli dessert box Bittersweet by Najla. Data penelitian dianalisis menggunakan analisis statistik deskriptif dan statistik inferensial yang meliputi analisis regresi linier sederhana dan uji sobel. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh yang positif dan signifikan terhadap ekuitas merek dan respons pelanggan

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This study aims to analyze the effect of social media marketing activities on brand equity and gen z customer response on Bittersweet by Najla’s Instagram during the COVID-19 pandemic. Researcher used social media marketing activity variable as an independent variable, and brand equity and customer responses variable as a dependent variables. This study uses a quantitative approach with data collection techniques in the form of surveys. The number of samples from this study were 200 people aged 17 to 25 who used Instagram, followed the Bittersweet by Najla’s Instagram account, and had bought the Bittersweet by Najla’s dessert box. The research data were analyzed using descriptive statistics analysis and inferential statistics which included simple linear regression analysis and sobel test. The results showed that social media marketing activities had a positive and significant effect on brand equity and customer response"