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"Salah satu hal terpenting dalam pemasaran adalah membangun loyalitas terhadap merek. Komunitas merek adalah salah satu konsep yang banyak diteliti dan cukup berkembang sebagai salah satu cara membangun loyalitas terhadap merek. Tujuan dari penelitian ini adalah untuk mempelajari hubungan dari partisipasi di dalam komunitas merek terhadap pembangunan resonansi merek. Studi empiris telah dilakukan untuk melihat bagaimana pengaruh komunitas merek terhadap pembangungan resonansi merek pada komunitas. Studi ini menggunakan Structural Equation Modelling (SEM) untuk menganalisa 162 responden yang berasal dari komunitas merek di Indonesia. Studi ini menyimpulkan bahwa komunitas merek secara langsung justru memiliki pengaruh negatif terhadap resonansi merek, tetapi secara tidak langsung memiliki pengaruh positif terhadap resonansi merek. Perusahaan harus dapat memanfaatkan komunitas merek untuk meningkatkan autentikasi merek dan kualitas hubungan merek agar dapat meningkatkan resonansi merek. Insight yang dihasilkan dari studi ini dapat memberikan pemahaman terhadap para pemasar untuk memanfaatkan komunitas merek dalam rangka meningkatkan loyalitas terhadap merek

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One of the most important things in marketing is building a brand loyalty, especially in situations of heavy competition. Brand community is one of the concepts that has been much researched and developed as a way to build brand loyalty. The purpose of this research is to identify the relationship of participation in the brand community to the brand resonance development. Empirical studies have been conducted to see the influence of brand community to the development of brand resonance in the community. This study uses Structural Equation Modelling (SEM) to analyze 162 respondents from brand communities in Indonesia. This study concludes that brand community directly has a negative influence to the brand resonance, but, indirectly, it has a positive influence to the brand resonance. Companies must be able to utilize brand community to improve brand authentication and brand relationship quality in order to increase brand resonance. The insight generated from this study can provide the marketers an understanding of how to utilize brand community in order to increase brand loyalty."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Community Experience terhadap Brand Community Commitment serta pengaruhnya terhadap Brand Trust dan Brand Loyalty pada komunitas merek sepatu lari di media sosial. Responden penelitian ini sebanyak 328 responden dengan sampel yang digunakan adalah anggota aktif komunitas merek sepatu lari di media sosial yang berdomisili di Indonesia. Secara umum pengukuran dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS. Hasil yang didapatkan dari analisis penelitian ini adalah seluruh dimensi dari Brand Community Experience memiliki pengaruh positif terhadap Brand Community Commitment terutama Information Experience. Brand Community Commitment juga berpengaruh positif terhadap Brand Attitude. Brand Attitude juga memiliki pengaruh positif terhadap Brand Trust dan Brand Loyalty serta Brand Trust memiliki pengaruh positif terhadap Brand Loyalty. Penelitian ini dapat membantu pengelola akun merek sepatu lari di media sosial untuk mengembangkan strategi yang tepat guna memaksimalkan pengalaman anggota dan meningkatkan komitmen mereka terhadap merek, dengan tujuan mendorong Brand Attitude yang positif, Brand Trust, dan Brand Loyalty terhadap merek, yang pada akhirnya dapat meningkatkan keuntungan bagi bisnis perusahaan.

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This research aims to determine the influence of Brand Community Experience on Brand Community Commitment and its impact on Brand Trust and Brand Loyalty within the running shoe brand community on social media. The study involved 328 respondents who were active members of the running shoe brand community on social media residing in Indonesia. The measurement was conducted using the Structural Equation Modeling (SEM) method with the SmartPLS software. The results obtained from the analysis of this study indicate that all dimensions of Brand Community Experience have a positive influence on Brand Community Commitment, particularly the Information Experience. Brand Community Commitment also has a positive influence on Brand Attitude. Brand Attitude, in turn, has a positive influence on Brand Trust and Brand Loyalty. Additionally, Brand Trust has a positive influence on Brand Loyalty. This research can assist managers of running shoe brand accounts on social media in developing appropriate strategies to maximize members' experience and enhance their commitment to the brand, with the goal of fostering positive Brand Attitude, Brand Trust, and Brand Loyalty towards the brand, ultimately leading to increased profitability for the company."

"Penelitian ini bertujuan untuk melihat Pengaruh Benefit terhadap Community Participation dari sebuah Online Brand Community dalam hubungannya Brand Trust dan Brand Commitment yang dikembangkan oleh J.Kang et al (2014). Pada penelitian ini sampel yang digunakan adalah anggota aktif dan terdaftar dalam online brand community. Jumlah responden pada penelitian ini sebanyak 284 responden. Untuk mengolah data digunakan Structural Equation Modelling dengan bantuan software LISREL 8.54. Hasil yang diperoleh dari analisis penelitian ini adalah social-psychological benefit dan moneter benefit memiliki pengaruh yang positif terhadap community participation. Selanjutnya community participation memiliki pengaruh yang positif terhadap kepercayaan terhadap merek (brand trust). Dan hasil analisis terakhir adalah kepercayaan terhadap merek (brand trust) memiliki pengaruh yang positif terhadap dan komitmen terhadap merek (brand commitment).

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This study aims to investigate the role of Benefit towards Community Participation at Online Brand Community in the Relationship of Brand Trust and Brand Commitment developed by J. Kang et al (2014). In this study, the sample used is the members of online brand community. The number of respondents in this study are 284 respondents. Data processing phase in this research employs Structural Equation Modeling using software LISREL 8.54.

The findings obtained from this study is that benefits, particularly social-psychological benefit and monetary benefit, have a positive effect on community participation. Furthermore, community participation has a positive effect on brand trust. The final result indicates that brand trust has a positive effect on brand commitment."

"Penelitian ini bertujuan untuk mengetahui pengaruh dua bentuk consumer participation, yaitu consumer-consumer interaction dan consumer-brand interaction terhadap consumer brand engagement (cognitive engagement, emotional engagement, dan behavioral engagement). Serta pengaruh mediasi consumer satisfaction dalam mendorong pengaruh consumer brand engagement terhadap brand loyalty (positive eWOM, ongoing search, dan repurchase intention) dalam konteks merek kecantikan lokal Indonesia. Penelitian ini menggunakan survei yang disebarkan secara daring pada 328 responden berusia 18-34 tahun yang pernah membeli dan membuka media sosial merek kecantikan lokal. Data yang terkumpul kemudian diolah menggunakan metode structural equation modeling (SEM). Hasil penelitian ini menunjukan bahwa consumer-consumer interaction dan consumer-brand interaction berpengaruh secara positif pada cognitive engagement, emotional engagement, dan behavioral engagement. Dapat diketahui bahwa consumer satisfaction memediasi pengaruh cognitive engagement, emotional engagement, dan behavioral engagement terhadap positive eWOM, ongoing search behavior, dan repurchase intention. Penelitian ini juga memberikan implikasi bagi pemasar untuk mengelola partisipasi konsumen di media sosial.

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This study aims to determine the effect of two forms of consumer participation, namely consumer-consumer interaction and consumer-brand interaction on consumer brand engagement (cognitive engagement, emotional engagement, and behavioral engagement). As well as the mediating effect of consumer satisfaction in encouraging the influence of consumer brand engagement on brand loyalty (positive eWOM, ongoing search behavior, and repurchase intention) in the context of Indonesian local beauty brands. This study uses a survey distributed online to 328 respondents aged 18-34 years who had purchased and opened the social media of a local beauty brand. The data collected was then processed using the structural equation modeling (SEM) method. The results of this study indicate that consumer-consumer interactions and consumer-brand interactions have a positive effect on cognitive engagement, emotional engagement, and behavioral engagement. It can be seen that consumer satisfaction mediates the effect of cognitive engagement, emotional engagement, and behavioral engagement on positive eWOM, ongoing search behavior, and repurchase intention. This study also provides meaningful implications for marketers to manage consumer participation on social media."

"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."

"Penelitian ini bertujuan untuk mengetahui pengaruh Brand authenticity terhadap Brand trust serta peran Brand trust sebagai mediator dalam membangun Brand Affect dan Brand loyalty pada konsumen brand HMNS di Jabodetabek. Penelitian ini didasarkan pada pemahaman bahwa brand authenticity memiliki peran penting dalam membangun hubungan yang kuat antara brand dengan konsumen. Metode penelitian yang digunakan adalah survei dengan menggunakan kuesioner yang diberikan kepada responden yang merupakan konsumen brand HMNS di Jabodetabek. Pengambilan sampel dilakukan secara purposive dengan mengedepankan kriteria usia minimal 18 tahun dan pengalaman konsumsi terhadap brand HMNS. Total sampel yang terkumpul adalah 149 responden. Hipotesis di uji dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa Brand authenticity memiliki pengaruh yang signifikan terhadap Brand trust. Kemudian, Brand trust berpengaruh signifikan terhadap Brand Affect dan Brand loyalty.

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The purpose of this research is to cognize the influence of brand authenticity on Brand trust and the mediating role of Brand trust in building brand affect and brand loyalty among HMNS brand consumers in Jabodetabek. This study is based on the understanding that brand authenticity plays a crucial role in establishing a strong relationship between the brand and consumers. A survey method was employed, utilizing questionnaires distributed to HMNS brand consumers in Jabodetabek. The sampling was conducted purposively, with a minimum age requirement of 18 years and experience in consuming the HMNS brand. A total of 149 respondents participated in the study. The hypotheses were tested using Struktural Equation Modeling (SEM).The findings of the study indicate that brand authenticity has a significant influence on brand trust. Additionally, brand trust significantly affects both brand affect and brand loyalty. Furthermore, brand authenticity indirectly affects loyalty through brand trust. These results highlight the importance of brand authenticity in building a strong relationship with consumers. The findings have practical implications for brand communication and marketing strategies, emphasizing the need for brands to emphasize authenticity."

"Asian Games merupakan acara olahraga terbesar di Asia dan diselenggarakan setiap empat tahun sekali. Penelitian ini menjelaskan hubungan social media marketing activities terhadap pembentukan brand awareness, brand image, dan brand loyalty Asian Games 2018 selaku acara olahraga. Penelitian ini merupakan penelitian kuantitatif dengan melakukan penyebaran kuesioner secara online yang berdasarkan teknik convenience sampling terhadap 400 responden. Berdasarkan analisis faktor yang telah dilakukan, social media marketing activities terbagi menjadi tujuh dimensi, yaitu pleasure of share, interaction, trendiness, customization, advertisement, information, dan word of mouth communication. Setelah dilakukan analisis linier, social media marketing activities terbukti dapat memprediksi brand awareness, brand image, dan brand loyalty secara signifikan. Dimensi yang berpengaruh secara signifikan terhadap brand awareness adalah pleasure of share dan information, pleasure of share, customization dan information pada brand image, serta pleasure of share, information dan word of mouth communication pada brand loyalty. Selain itu, ditemukan bahwa brand awareness memiliki hubungan dengan brand image yang secara bersama memiliki hubungan dengan brand loyalty.

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The Asian Games is the biggest sporting event in Asia and is held every four years. This study explains the relationship of social media marketing activities to the formation of brand awareness, brand image, and brand loyalty of the 2018 Asian Games as a sports event. This research is a quantitative research by conducting online questionnaires that discuss convenience sampling techniques for 400 respondents. Based on the analysis of the factors that have been carried out, social media marketing activities are divided into seven dimensions, namely pleasure of share, interaction, trendiness, customization, advertising, information, and word of mouth communication. After linier analysis, social media marketing activities have been shown to significantly predict brand awareness, brand image, and brand loyalty. The dimensions that influence brand awareness are pleasure of share and information, pleasure of share customization, and information on brand image, as well as the pleasure of share, information, and word of mouth communication on brand loyalty. In addition, it was found that brand awareness has a relationship with brand image related to 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."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh hubungan customer-centric yang ada di dalam social media based brand community hubungan pelanggan dengan produk, merek, perusahaan, dan pelanggan lainnya terhadap brand trust, dengan mengukur efek moderasi dari community engagement dan brand community types. Responden penelitian ini sebanyak 220 responden, yang berasal dari dua tipe brand community yaitu customer-initiated brand community dan company-initiated brand community. Secara umum pengukuran dilakukan dengan menggunakan metode Structural Equation Modeling. Hasil yang didapatkan dari analisis penelitian ini adalah dari keempat elemen hubungan customer-centric hubungan pelanggan dengan produk, merek, perusahaan, dan pelanggan lain , hanya hubungan pelanggan-merek yang signifikan berpengaruh terhadap brand trust, sehingga hal tersebut menarik untuk diinvestigasi lebih lanjut. Selain itu, dalam penelitian ini juga didapatkan adanya efek moderasi dari community engagement dan community types dalam hubungan customer-centric terhadap brand trust.

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ABSTRACTThis study aims to understand the influence of customer centric relationships in the social media based brand community customer relationships with product, brand, companiy, and other customers on brand trust, by measuring the moderating effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community customer initiated brand community and company initiated brand community. In general, the measurement is done by using Structural Equation Modeling method. The results obtained from the analysis of this study are from the four elements of customer centric relationships customer relationships with products, brands, companies, and other customers , only customer brand relationships that signifcantly affect brand trust, so it is interesting to investigate further. In addition, this research also found moderation effect of community engagement and community types in customer centric relation to brand trust."

"Pada masa revolusi industri 4.0, media sosial telah menjadi salah satu alat dalam aktivitas pemasaran yang dilakukan oleh bisnis untuk menarik konsumen agar tetap membeli produknya. Dengan demikian, menjadi suatu hal yang penting bagi bisnis untuk menggunakan media sosial untuk menciptakan sebuah loyalitas merek. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh perceived social media marketing activities terhadap brand loyalty dengan brand consciousness dan brand consciousness sebagai mediasi pada Konsumen Erigo Apparel yang bertempat tinggal di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 150 responden dengan teknik non probability sampling berupa purposive sampling. Dalam hal ini, analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan uji sobel dan analisis regresi menggunakan SPSS. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara social media marketing activities terhadap brand loyalty, social media marketing activities terhadap brand consciousness, brand consciousness terhadap brand loyalty, social media marketing activities terhadap value consciousness, value consciousness terhadap brand loyalty, dan brand consciousness memediasi pengaruh antara social media marketing activities terhadap brand loyalty, serta value consciousness tidak memediasi pengaruh antara social media marketing activities terhadap brand loyalty pada konsumen Erigo Apparel yang bertempat tinggal di Jakarta.

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In the industrial revolution 4.0, social media has become one of the tools in marketing activities carried out by businesses to attract consumers to keep buying their products. Thus, it is important for businesses using social media to create brand loyalty. Therefore, this study was conducted with the aim of analyzing the effect of perceived social media marketing activities on brand loyalty with brand consciousness and brand consciousness as mediation to Erigo Apparel consumers who live in Jakarta. This study uses a quantitative approach with the type of explanatory research. Data was collected by distributing questionnaires to 150 respondents using a non-probability sampling technique in the form of purposive sampling. In this case, the data analysis used is descriptive analysis and inferential analysis using Sobel test and regression analysis using SPSS. The results show that there is an influence between social media marketing activities on brand loyalty, social media marketing activities on brand consciousness, brand consciousness on brand loyalty, social media marketing activities on value consciousness, value consciousness on brand loyalty, and brand consciousness mediating the influence between social media marketing activities on brand loyalty, and value consciousness do not mediate the effect of social media marketing activities on brand loyalty on Erigo Apparel consumers who live in Jakarta."