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"Tujuan utama dari skripsi ini adalah untuk mengetahui pengaruh komunikasi akun media sosial, khusunya Instagram terhadap brand loyalty dengan pengaruh mediasi dari brand trust dan brand equity. Komunikasi akun media sosial Instagram yang dimaksud adalah komunikasi yang dihasilkan oleh akun produk kosmetik MAKE OVER (makeoverid) atau firm-created social media communication (FCSMC) dan akun pengguna Instagram lainnya atau bisa disebut user-generated social media communication (UGSMC). Data dari penelitian ini dikumpulkan dari kuesioner yang disebarkan kepada follower Instagram makeoverid dan diolah dengan software IBM SPSS 24 Statistics untuk pretest, serta LISREL 8.51 untuk main test.Penemuan dari penelitian ini menunjukkan bahwa FCSMC dan UGSMC tidak berpengaruh secara signifikan terhadap brand loyalty, dan tidak berpengaruh terhadap brand equity, namun FCMSC dan UGSMC berpengaruh terhadap brand trust. Untuk efek mediasinya, brand equity dapat memediasi hubungan antara FCSMC dan UGSMC dengan brand loyalty, serta hubungan antara brand trust dengan brand loyalty, namun brand trust tidak dapat memediasi hubungan antara FCSMC dan UGSMC dengan brand loyalty.

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The main objective of this paper is to determine the influence of communication made on social media account, especially Instagram on brand loyalty with the mediating influence of brand trust and brand equity. The communication itself is the communication produced by MAKE OVERs Instagram account (makeoverid) or firm-created social media communication (FCSMC) and other Instagram users accounts or called user-generated social media communication (UGSMC). Data from this study was collected from a questionnaire distributed to Makeoverids Instagram followers and processed with IBM SPSS 24 Statistics software for the pretest, and LISREL 8.51 for main test.

The findings of this study indicate that FCSMC and UGSMC do not significantly influence brand loyalty, and do not affect brand equity, but FCMSC and UGSMC significantly influence brand trust. For its mediating effect, brand equity can mediate the influence between FCSMC and UGSMC with brand loyalty, and the influence between brand trust and brand loyalty, but brand trust cannot mediate the influence between FCSMC and UGSMC with brand loyalty."

"Semakin berkembangnya jaman, persaingan yang ada juga kian meningkat, begitupula dengan pertumbuhan kosmetik di Indonesia. Dengan maraknya pertumbuhan industri kosmetik di Indonesia, diharapkan perusahaan dapat memiliki strategi-strategi yang tepat untuk bisa mendominasi pasar. Media sosial dapat menawarkan cara baru untuk perusahaan dan pelanggan untuk saling berkomunikasi satu sama lain. Tujuan dari penelitian ini adalah menganalisis pengaruh firm-created dan user-generated social media communication terhadap brand awareness / association, brand loyalty, dan perceived quality produk lisptick, bedak padat, dan foundation merek Wardah di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling. Data diolah menggunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan SEM. Hasil dari penelitian ini menunjukkan bahwa firm-created dan user-generated social media communication berpengaruh positif terhadap brand awareness / association, brand loyalty, dan perceived quality produk lisptick, bedak padat, dan foundation merek Wardah di DKI Jakarta.

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Along with the development of the era, the existing competition is also increasing, as well as the growth of cosmetics in Indonesia. With the rapid growth of the cosmetics industry in Indonesia, it is hoped that the company will have the right strategies to dominate the market. Social media can offer new ways for companies and customers to communicate with each other. The purpose of this study was to analyze the effect of firm-created and user-generated social media communications on brand awareness / association, brand loyalty, and perceived quality of product lipstick, compact powder, and foundation brand Wardah in DKI Jakarta. This study uses a quantitative approach through a survey method based on purposive sampling. The data obtained were processed using SPSS and SmartPLS through descriptive statistical analysis and SEM. The results of this study indicate that the firm-created and user-generated social media communications have a positive effect on brand awareness / association, brand loyalty, and perceived quality of product lipstick, compact powder, and foundation brand Wardah in DKI Jakarta."

"Penelitian ini bertujuan untuk mengetahui pengaruh firm created dan user generated content sosial media terhadap brand equity pada salah satu industri yang tengah berkembang di Indonesia yakni industri smartphone. Data pada penelitian ini didapat dari penyebaran kuesioner secara online kepada pengguna smartphone OPPO yang telah menggunakan merek tersebut minimal 1 (satu) tahun terakhir dan aktif mengakses sosial media terkait merek OPPO dalam kurun waktu 6 (enam) bulan terakhir. Data ini diolah dengan menggunakan metode Structural Equation Modelling (SEM).Hasil penelitian ini menunjukkan bahwa firm created berpengaruh positif terhadap keseluruhan komponen brand equity yang terdiri dari brand awareness, brand loyalty dan perceived quality. Sedangkan user generated content hanya berpengaruh positif terhadap brand awareness. Hasil penelitian juga menunjukkan brand awareness tidak memiliki pengaruh positif terhadap brand loyalty maupun perceived quality.

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This research aims to analyzes The Effect of Firm Created and User Generated Content Social Media towards Brand Equity in one of emerging industry in Indonesia, smartphone industry. Data for this research were collected through online questionairre to OPPO consumers who have been using this brand for at least 1 (one) year and actively access social media about OPPO in the last 6 (six) months. They were analyzed using Structural Equation Modelling (SEM) method.

The result of this research shows that firm created have a positive effect on all components of brand equity including brand awareness, brand loyalty and perceived quality. Meanwhile, user generated content only has a positive effect on brand awareness. The result of this research also shows that brand awareness doesn?t effect brand loyalty and perceived quality."

"ABSTRAKenelitian ini bertujuan untuk mengetahui pengaruh aktivitas social media marketing yang dilihat dari dimensi entertainmet, interaction, trendiness, customization, dan word-of mouth, terhadap brand trust, brand equity dan brand loyalty yang dilakukan oleh sosial media Instagram. Penelitian menggunakan metode Structural Equation Modelling (SEM) dengan sampel sebanyak 617 responden yang merupakan penduduk Indonesia dengan rentang usia 17 hingga 35 tahun dan telah menggunakan sosial media Instagram minimal selama 6 bulan. Hasil penelitian menunjukkan bahwa aktivitas social media marketing yang dilihat berdasarkan entertainment, interaction, trendiness, customization, dan word-of-mouth memiliki pengaruh yang positif terhadap brand trust, brand equity, dan brand loyalty. Selanjutnya, brand trust memiliki pengaruh positif dalam memediasi aktivitas social media marketing terhadap brand equiy dan brand loyalty, serta brand equity juga memiliki pengaruh positif dalam memediasi aktivitas social media marketng terhadap brand loyalty.

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ABSTRACT

This study aims to determine the effect of social media marketing activities as seen from the dimensions of entertainment, interaction, trendiness, customization, and word-of-mouth, on brand trust, brand equity and brand loyalty conducted by Instagram social media. The study uses the Structural Equation Modeling (SEM) method with a sample of 617 respondents who are Indonesian residents ranging in age from 17 to 35 years and have used Instagram social media for a minimum of 6 months. The results showed that social media marketing activities viewed based on entertainment, interaction, trendiness, customization, and word-of-mouth had a positive effect on brand trust, brand equity, and brand loyalty. Furthermore, brand trust has a positive influence in mediating social media marketing activities on brand equity and brand loyalty, and brand equity also has a positive influence in mediating social media market activities on brand loyalty."

"Media sosial telah meledak sebagai kategori wacana online dimana orang dapat membuat konten, membagi, memberi bookmark dan jaringan pada tingkat yang luar biasa. Meskipun menciptakan peluang besar, media sosial juga memberikan tantangan tersendiri bagi perusahaan. Khususnya berkaitan dengan user generated content. Media sosial, memungkinkan user menciptakan pengaruh positif dan negatif terhadap brand equity. Oleh karena itu banyak researcher menyarankan kepada marketer untuk ikut terlibat di media sosial dengan memanfaatkan firm created content dimana perusahaan dapat membuat dan mengontrol konten dan percakapan di media sosial.

Beberapa penelitian telah dilakukan terkait komunikasi media sosial dan manajemen merek. Namun terdapat kesenjangan literatur tentang isu dan tantangan yang dihadapi dalam menggunakan komunikasi media sosial terhadap ekuitas merek baik di industri maupun jenis media sosial yang digunakan. Selain itu, studi tentang firm created content dan user generated content terhadap brand equity sangat jarang ditemukan di Indonesia sehingga penelitian ini bertujuan untuk menyoroti isu dan tantangan komunikasi media sosial baik itu firm genareted content maupun user generated content dalam meningkatkan brand equity dalam industry kosmetik Indonesia.

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Social media has exploded as an online discourse category where people can create content, share, bookmark and network at an incredible rate. Despite creating great opportunities, social media also poses a challenge for the company. Specifically related to user generated content. Social media allows users to create positive and negative influences on brand equity. Therefore, many researchers advise marketers to get involved in social media by utilizing firm created content where companies can create and control content and conversations in social media.

Several studies have been conducted related to social media communication and brand management. However, there is a literature gap on issues and challenges faced in using social media communication to brand equity both in industry and the type of social media used. In addition, the study on firm created content and user generated content on brand equity is very rare in Indonesia so that this study aims to highlight issues and challenges of social media communication, both firm-based and content-generated content in enhancing brand equity in the Indonesian Kosmetik industry."

"Dewasa ini, User Generated Content (UGC) merupakan salah satu media utama bagi konsumen untuk membangun keterikatan dengan merek (customer brand engagement) dengan mengaitkan nilai fungsional dan nilai emosional yang dirasakan pengguna UGC. Tujuan dari penelitian ini adalah untuk meneliti content quality, design quality, dan technology quality UGC yang dapat mempengaruhi keterikatan konsumen dengan merek (customer brand engagement), melalui nilai fungsional dan emosional sebagai mediator pada hubungan tersebut. Penelitian ini menggunakan model yang terdapat pada teori Stimulus-Organisme-Respons (S-O-R). Responden pada penelitian ini merupakan generasi Z dan milenial berusia 18-41 tahun, memiliki akun media sosial Youtube, Instagram, dan/atau Tiktok, serta pernah melihat UGC selama satu bulan terakhir. Kuesioner disebarkan secara online. Data sebanyak 286 responden yang terdapat pada penelitian utama diolah dengan menggunakan metode Partial Least Square-Structural Equation Model (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa secara umum, nilai fungsional dan emosional memiliki peran sebagai mediator dalam hubungan antara kualitas UGC dan keterikatan konsumen dengan merek (customer brand engagement). Secara lebih lanjut, ditemukan bahwa content quality mampu memberikan pengaruh positif terhadap keterikatan konsumen dengan merek (customer brand engagement) dengan bantuan nilai fungsional dan nilai emosional sebagai mediator. Kemudian, technology quality dapat memberikan pengaruh positif terhadap keterikatan konsumen dengan merek (customer brand engagement) dengan bantuan nilai emosional dan design quality dapat memberikan pengaruh positif terhadap keterikatan konsumen dengan merek (customer brand engagement) dengan bantuan nilai emosional.

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Nowadays, User Generated Content (UGC) is one of the main media for consumers to build brand engagement by linking the functional value and emotional value felt by UGC users. The purpose of this study is to examine the content quality, design quality, and technology quality of UGC that can affect consumer brand engagement, through functional and emotional values as mediators in the relationship. This study uses the model contained in the Stimulus-Organism-Response (S-O-R) theory. Respondents in this study were Generation Z and millennials aged 18-41 years, had social media accounts on Youtube, Instagram, and/or Tiktok, and had seen UGC for the past month. Questionnaires were distributed online. The data of 286 respondents in the main study was processed using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The results of this study indicate that in general, functional and emotional values have a role as a mediator in the relationship between UGC quality and consumer brand engagement. Furthermore, it was found that content quality was able to have a positive influence on consumer brand engagement with the help of functional values and emotional values as mediators. Then, technology quality can have a positive influence on consumer brand engagement with the help of emotional values and design quality can have a positive influence on consumer brand engagement with the help of emotional values."

"Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi media sosial yang terdiri dari firm generated contents (FGC) dan user generated contents (UGC) yang sudah diterapkan oleh merek Piattos pada akun Instagram @piattosrame terhadap keseluruhan brand equity yang merupakan gabungan dari dimensinya yaitu; brand awareness/association; perceived quality; dan brand loyalty. Penelitian menggunakan data kuesioner dari 155 responden yang seluruhnya merupakan pengikut akun Instagram @piattosrame dan secara aktif berkomunikasi dengan akun tersebut. Kemudian, data di olah secara empiris menggunakan structuran equation model untuk menguji hipotesis. Hasilnya, komunikasi media sosial melalui UGC dan FGC keduanya secara signifikan memberikan pengaruh positif kepada keseluruhan brand equity secara tidak langsung, atau melalui mediasi dari dimensi-dimensinya, yaitu brand awareness/association, perceived quality, dan brand loyalty. Hasil penelitian ini dapat memberikan pengertian lebih lanjut bagi para manajer mengenai pengaruh penggunaan media sosial Instagram dengan komunikasi media sosial yang terarah terhadap brand equity.

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This study aims to determine the effect of social media communication consisting firm generated contents (FGC) and user generated contents (UGC) which have been implemented by the Piattos brand on Instagram @piattosrame accounts on overall brand equity, which is a combination of its dimensions namely; brand awareness / association; perceived quality; and brand loyalty. The study used questionnaire data from 155 respondents who were all followers of @piattosrame Instagram account, and actively communicated with the account. Then, the data is processed empirically using structured equation models to test hypotheses. As a result, social media communication through UGC and FGC both significantly indirectly provides a positive influence on overall brand equity, through the mediation of its dimensions, namely brand awareness / association, perceived quality, and brand loyalty. The results of this study can provide further understanding for managers regarding the effect of using Instagram social media with a directed and personalised social media communication towards brand equity."

"Industri Edutech di Indonesia mengalami pertumbuhan pesat dengan meningkatnya adopsi dan proyeksi pendapatan, mendorong munculnya perusahaan bootcamp yang menggunakan media sosial sebagai alat promosi utama. Penelitian ini bertujuan untuk menguji pengaruh komunikasi merek di media sosial, yaitu Firm-Created Content (FCC) dan User-Generated Content (UGC), terhadap Brand Equity dan respons konsumen dalam konteks pasar online bootcamp di Indonesia. Menggunakan pendekatan kuantitatif dan metode survei online, data dikumpulkan dari 203 responden dan dianalisis dengan Structural Equation Modeling (SEM). Penelitian ini mengungkapkan bahwa FCC dan UGC efektif dalam membangun brand equity dan meningkatkan respons konsumen. Oleh karena itu, online bootcamp perlu fokus pada strategi FCC dan UGC yang efektif untuk mencapai kesuksesan di pasar yang kompetitif ini.

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Education technology industry in Indonesia is experiencing rapid growth, marked by increased adoption and projected revenues, leading to the emergence of companies offering bootcamp services and using social media as a primary promotional tool. This study aims to examine the impact of social media brand-related communication, specifically Firm-Created Content (FCC) and User-Generated Content (UGC), on Brand Equity and consumer response in the online bootcamp market in Indonesia. Using a quantitative approach and online survey method, data were collected from 203 respondents and analyzed using Structural Equation Modeling (SEM). The study reveals that both FCC and UGC are effective tools for building brand equity and enhancing consumer response. Therefore, online bootcamps should focus on developing and implementing effective FCC and UGC strategies to achieve success in this competitive market."

"Penelitian ini bertujuan untuk mengetahui bahwa social media marketing activities pada merek kosmetik lokal di Indonesia memiliki pengaruh terhadap brand equity. Sampel yang digunakan pada penelitian ini merupakan para pengguna media sosial yang berusia 18-34 tahun dan berdomisili di Indonesia. Terdapat sebanyak 200 responden terkumpul yang menggunakan metode purposive sampling dan diolah menggunakan Partial Least Square – Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari social media marketing activities pada merek kosmetik lokal di Indonesia terhadap brand equity melalui brand love dan brand trust. Penelitian ini menunjukkan bahwa brand equity dipengaruhi langsung oleh social media marketing activites dan brand love. Kemudian, brand love juga memiliki efek mediasi terhadap hubungan antara social media marketing activities dan brand equity. Namun, brand trust tidak memiliki pengaruh terhadap brand equity baik secara langsung maupun tidak langsung.

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This study aims to determine the influence of social media marketing activities on the brand equity of Indonesian local beauty brands. The sample used in this study is social media users aged 18-34 years and domiciled in Indonesia. There were 200 respondents collected using purposive sampling method and processed using Partial Least Square – Structural Equation Model (PLS-SEM). The results of this study show the influence of social media marketing activities on the brand equity of Indonesian local beauty brands through brand love and brand trust. This research shows that brand equity is directly influenced by social media marketing activities and brand love. Then, brand love also has a mediating effect on the relationship between social media marketing activities and brand equity. However, brand trust has no influence on brand equity both directly and indirectly."