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Nurul Aziza
Penggunaan brand ambassador untuk luxury fashion brand dalam konten social media marketing sebagai alat komunikasi pemasaran terpadu dalam meningkatkan customer brand engagement (Studi pada jennie ‘blackpink’ selaku house ambassador untuk chanel) = The use of brand ambassadors for luxury fashion brands in social media marketing content as an integrated marketing communication tool in increasing customer brand engagement (Study on jennie 'blackpink' as house ambassador for chanel).
"Brand Ambassador menjadi salah satu elemen penting dalam strategi pemasaran untuk industri luxury fashion. Penggunaan selebriti dalam merepresentasi suatu luxury fashion brand memiliki dampak positif terhadap aktivitas pemasaran, tak terkecuali untuk social media marketing. Pemilihan selebriti sebagai brand ambassador suatu luxury fashion brand pun harus didasari atas 5 syarat (Okonkwo, 2007) yaitu credibility, global appeal, personality, uniform brand, dan constancy. Makalah ini bertujuan untuk menganalisa pengaruh yang dihasilkan Jennie ‘Blackpink’ selaku House Ambassador Chanel terhadap customer brand engagement di konten social media marketing Chanel. Metode yang digunakan dalam makalah ini adalah analisa konten secara kuantitatif dan kualitatif, di mana penulis membandingkan engagement dari konten YouTube dan Instagram Chanel yang melibatkan dan yang tidak melibatkan Jennie. Engagement diukur berdasarkan jumlah likes, views, serta perbedaan karakteristik dari komentar yang diberikan audiens. Hasil analisa makalah ini menemukan bahwa kemunculan Jennie ‘Blackpink’ pada konten media sosial Chanel telah meningkatkan customer brand engagement secara signifikan. Sosok Jennie ‘Blackpink’ terbukti dapat memicu motivasi audiens dalam berinteraksi dengan brand dilihat dari 3 dimensi customer brand engagement menurut Hollebeek (2011) yaitu immersion, passion, dan activation.
Brand Ambassador is an important element in the marketing strategy for the luxury fashion industry. The use of celebrities in representing a luxury fashion brand has a positive impact for marketing activities, including for social media marketing. The appearance of brand ambassadors on social media content of luxury fashion brands can affect the customer brand engagement. This paper aims to examine the impact of Jennie 'Blackpink' as the House Ambassador for Chanel on customer brand engagement through Chanel's social media marketing contents. The method used in this paper is quantitative and qualitative content analysis, in which the authors compare the engagement of Chanel’s contents on YouTube and Instagram, involving and not involving Jennie, based on the number of likes, views, and the characteristics of the comments. This paper found that the appearance of Jennie 'Blackpink' on Chanel's social media content has significantly increased customer brand engagement. Her appearance on Chanel’s social media contents can influence the audiences’ motivation to interact with the brands based on the 3 dimensions of customer brand engagement according to Hollebeek (2011); immersion, passion, and activation."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2020
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Juwita Anindya
Pergeseran Kesan Terhadap Luxury Brand di Media Sosial Pada Produk Kecantikan (Studi pada Dior Beauty Indonesia) = Impression Shifting of Luxury Brands on Social Media of Beauty Products (Case Study on Dior Beauty Indonesia)
"Sebagai salah satu brand luxury, Dior Beauty berhadapan dengan tantangan besar dimana mereka harus mempertaruhkan eksklusivitasnya ketika memasarkan produknya di media sosial di masa Pandemi Covid-19. Sebagai media yang dapat diakses oleh publik, media sosial bertentangan dengan karakter brand mewah yang hanya dapat diakses oleh kalangan masyarakat tertentu saja. Penelitian ini bertujuan untuk menggambarkan apakah terdapat pergeseran image luxury brandpada Dior Beauty yang melakukan pemasaran di media sosial. Penelitian studi kasus ini berangkat dari paradigma konstruktivisme dan berjenis deskriptif kualitatif. Data penelitian diambil dari hasil wawancara terhadap konsumen Dior Beauty serta hasil studi dokumentasi. Hasil penelitian menunjukkan bahwa tidak ada pergeseran image luxury brand terhadap Dior Beauty di benak konsumennya meskipun memasarkannya di media sosial karena terdapat konsistensi dari Dior Beauty dalam mengomunikasikan image luxury. Konsumen berpendapat bahwa Dior Beauty telah memilih KOL yang relevan, menjaga image luxury pada setiap kontennya, dan memiliki desan konten yang menarik dan kreatif. Disamping itu, konsumen turut menjelaskan bahwa brand Dior Beauty sendiri telah memiliki komponen-komponen luxury brand dimana mereka merasakan kualitas yang baik, eksklusivitas brand, kebanggan serta prestise ketika menggunakan brand tersebut. Adapun omnichannel merupakan konsep pemasaran yang telah digunakan oleh Dior Beauty sehingga terdapat pengalaman yang sama ketika berbelanja langsung di butiknya maupun secara daring melalui media sosial.
As a luxury brand, Dior Beauty faces a big challenge where they have to risk their exclusivity when market their products on social media during the Covid-19 pandemic. As a media that can be accessed by the public, social media is contrary to the character of luxury brands which can only be accessed by certain groups of people. This study aims to describe whether there is a shift in the luxury brand image at Dior Beauty which does marketing on social media. This case study research departs from the constructivism paradigm and is of a qualitative descriptive type. The research data was taken from the results of interviews with Dior Beauty consumers and the results of documentation studies. The results of the study show that there is no shift in the luxury brand image towards Dior Beauty in the minds of consumers, even though they market it on social media because there is consistency from Dior Beauty in communicating the luxury image. Consumers think that Dior Beauty has chosen relevant KOLs, maintains a luxury image in all of its content, and has attractive and creative content designs. In addition, consumers also explained that the Dior Beauty brand itself already has luxury brand components where they feel good quality, brand exclusivity, pride and prestige when using the brand. The omnichannel is a marketing concept that has been used by Dior Beauty so that there is the same experience when shopping directly at the boutique or online through social media."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
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UI - Tesis Membership  Universitas Indonesia Library
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Reyhan Noor
Analisis perbandingan pengaruh attitude functions terhadap purchase intention merek mewah pada kelompok usia late adolescents dan young adults. Studi kasus: Jabodetabek = Comparison analysis on the impact of attitude functions towards luxury brands purchase intention among late adolescents and young adults. Case study: Jabodetabek
"Tujuan utama dari penelitian ini ialah mengetahui motivasi pembelian merek mewah pada kelompok usia late adolescents 18-25 tahun dan young adults 26-39 tahun dengan menggunakan attitude functions social-adjustive function, value-expressive function, hedonic function dan utilitarian function sebagai dasar pembelian merek mewah. Dengan total 159 responden 109 kelompok usia late adolescents dan 50 kelompok usia young adults , data diolah menggunakan analisis multiple regression dan uji beda Satterthwaite. Hasil penelitian menunjukkan bahwa social-adjustive function dan value-expressive function pada kelompok usia late adolescents berpengaruh lebih besar dari kelompok usia young adults. Perbedaan juga ditemukan pada pengaruh hedonic function dan utilitarian function terhadap pembelian merek mewah pada kedua kelompok usia.
The main purpose of this research is to seek the motivations of consuming luxury brands among late adolescents 18-25 years and young adults 26-39 years using the attitude functions social adjustive function, value expressive function, hedonic function, and utilitarian function as the basis of purchasing luxury brands. A total of 159 respondents between the age of 18 and 39 participated in a survey used and analyzed using multiple regression and Satterthwaite equation. The results shown that social adjustive function and value expressive function among late adolescents has bigger impact than young adults. This research also finds the differences of the impact of hedonic function and utilitarian function toward luxury brands purchase intention between two age groups."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2017
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UI - Skripsi Membership  Universitas Indonesia Library
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Tampubolon, Maria Eunike
Penggunaan Inclusive Marketing pada Konten Media Sosial Merek Kecantikan Lokal (Studi Kasus pada Instagram Secondate) = Use of Inclusive Marketing in Local Beauty Brand Social Media Content (Case Study on Secondate's Instagram)
"Keberagaman merupakan suatu hal yang selalu ada dalam masyarakat sehingga menjadi tantangan bagi perusahaan dan pemasar untuk berkomunikasi dengan kelompok yang beragam. Inclusive marketing muncul sebagai solusi untuk membantu perusahaan dan pemasar berinteraksi dengan kelompok sasaran melalui saluran yang menarik bagi sasaran. Merek kecantikan lokal Secondate merupakan salah satu merek yang mengedepankan inklusivitas dalam produk dan pemasarannya. Secondate mengeklaim bahwa mereka percaya setiap orang memiliki cerita yang unik sehingga mereka merangkul keberagaman khalayak dan komunitas mereka. Oleh karena itu, makalah ini bertujuan untuk menganalisis bagaimana Secondate menggunakan inclusive marketing melalui konten Instagram mereka. Dengan menggunakan metode analisis konten, hasil menunjukkan bahwa ada beberapa aspek inclusive marketing yang terdapat dalam konten-konten Secondate, yaitu race and ethnicity, ability, gender identity, dan age. Konten-konten inklusif ini mempromosikan inklusivitas serta pengakuannya. Dalam hal ini, strategi inclusive marketing yang digunakan oleh Secondate tidak hanya terfokus pada penjualan, tetapi juga pada penyebaran pesan inklusivitas dan keberagaman. Maka dari itu, Secondate melalui inclusive marketing mengakui, merangkul, mendengar, memahami, dan mengikutsertakan kisah dari setiap kelompok.
Diversity always exists in society, making it a challenge for companies and marketers to communicate with diverse groups. Inclusive marketing emerged as a solution to help companies and marketers interact with target groups through channels that are attractive to the target. Local beauty brand Secondate is a brand that prioritizes inclusivity in its products and marketing. Secondate claims that they believe everyone has a unique story so they embrace the diversity of their audiences and communities. Therefore, this paper aims to analyze how Secondate uses inclusive marketing through their Instagram content. By using the content analysis method, the results show that there are several aspects of inclusive marketing contained in Secondate content, namely race and ethnicity, ability, gender identity, and age. These inclusive contents promote inclusivity as well as its recognition. In this case, the inclusive marketing strategy used by Secondate is not only focused on sales, but also on spreading messages of inclusivity and diversity. Therefore, Secondate through inclusive marketing acknowledges, embraces, hears, understands, and includes the stories of each group."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Nico Wibawa
Penerapan theory of planned behavior dan religiusitas dalam perilaku pembelian produk fashion mewah kategori affordable = Applying the theory of planned behavior and religiosity in affordable luxury fashion products purchase behavior
"Indonesia merupakan negara dengan potensi pertumbuhan penjualan barang mewah yang besar, terutama pada produk fashion. Namun, di sisi lain Indonesia juga merupakan negara dengan penduduk Muslim terbesar di dunia. Konsumsi barang mewah sering dianggap sebagai konsumsi untuk menaikkan status dan menunjukkan sifat cinta dunia, yang mana hal ini bertolak belakang dengan konsep agama Islam.
Penelitian ini bertujuan menganalisis apakah purchase intention dan purchase behavior produk fashion dipengaruhi atau tidak oleh tingkat religiusitas konsumen dengan menggunakan model extended Theory of Planned Behavior TPB . Sampel pada penelitian ini adalah konsumen Muslim yang pernah melakukan pembelian produk fashion mewah kategori affordable. Data diolah dengan menggunakan Partial Least Square Structural Equation Modelling PLS SEM pada SmartPLS 3.
Hasil penelitian menunjukkan bahwa attitude, subjective norm, dan perceived behavioral control berpengaruh positif terhadap purchase intention. Perceived behavioral control juga berpengaruh positif terhadap purchase behavior. Selain itu, religiusitas ditemukan tidak memoderasi hubungan antara attitude, subjective norm, perceived behavioral control, purchase intention, dan purchase behavior pada produk fashion mewah.
Indonesia is a country with huge potential growth in sales of luxury goods, especially in fashion products. However, on the other hand Indonesia is also a country with the largest Muslim population in the world. Consumption of luxury goods is often regarded as status consumption and show the nature of love of the world, which is contrary to the concept of Islam.
This study aims to analyze whether purchase intention and purchase behavior of fashion products is affected or not by the level of consumer religiosity by using an extended framework of the Theory of Planned Behavior TPB. The sample in this study is Muslim consumers who have made purchases of affordable luxury fashion products. The data were processed using Partial Least Square Structural Equation Modelling PLS SEM in SmartPLS 3.
The results showed that attitude, subjective norm, and perceived behavioral control have positive effect on purchase intention. Perceived behavioral control also has a positive effect on purchase behavior. Furthermore, religiosity does not moderate the relationship between attitude, subjective norm, perceived behavioral control, purchase intention, and purchase behavior on luxury fashion products."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Marsha Windira
Analisis pengaruh customer engagement dalam bentuk self expressive brand terhadap brand love dan brand advocacy (Studi kasus: Facebook Dove Indonesia) = Analysis of influence of customer engagement in the form of self expressive brand towards brand love and brand advocacy (Case study: Facebook Dove Indonesia)
"Skripsi ini membahas tentang keterlibatan terhadap merek (brand engagement) pada Facebook. Ketertarikan merek dalam menggunakan Facebook sebagai bagian dari strategi pemasaran mereka kian meningkat. Merek telah menyadari peran dari Facebook adalah untuk membangun engagement dan awareness. Pada Facebook, jumlah ?like?, komen, dan share adalah manifestasi untuk brand engagement. Penelitian ini bertujuan untuk mengidentifikasi sikap konsumen yang terlibat terhadap sebuah merek melalui "like" pada Facebook dan mengetahui pengaruhnya terhadap brand outcome yang berupa Brand Love, Word of Mouth, dan Brand Acceptance. Penelitian ini mengambil studi kasus merek Dove Indonesia yang merupakan salah satu merek yang aktif di Facebook dan memiliki pengikut yang banyak. Dengan mengambil sampel penelitian dari 150 responden, data hasil penelitian diolah menggunakan Structural Equation Modelling. Hasil penelitian menyatakan bahwa keterlibatan konsumen dengan sebuah merek memiliki pengaruh terhadap terbentuknya Brand Love dan memediasi hubungan antara self expressive brand terhadap Brand Advocacy yang berupa Word of Mouth dan Brand Acceptance
This study examines brand engagement on Facebook. The growth of interest in the use of Facebook as part of brand's marketing strategy is increasing. Brands have embraced Facebook as a key marketing channel to drive engagement and brand awareness. On Facebook, the number of "like", comment and share a brand?s page receives are a manifest variable for brand engagement. This research is to identify consumer behaviour which are involved with a brand through ?like? on Facebook and to identify its relationship towards brand outcome in the form of Brand Love, Word of Mouth and Brand Acceptance. This research utilises case study of brand Dove Indonesia, an Indonesian brand that is most active on Facebook and has plenty of followers. By acquiring a sample of 150 respondents, gathered data on this research was processed by using Structural Equation Modelling. The result of this research shows that consumer involvement with a brand has impact towards Brand Love and mediating the relationship between Self-Expressive Brand and Brand Advocacy in the form of Word of Mouth and Brand Acceptance."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
S60862
UI - Skripsi Membership  Universitas Indonesia Library
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Alfian Dally Irawan
Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram = The Effect of Social Media Marketing Activities on Brand Trust, Brand Loyalty, and Brand Equity on the Social Media Instagram
"ABSTRAK
enelitian 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.
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."
[Depok;Depok;Depok, Depok]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Kartika Ratri
Pengaruh Social Media Marketing terhadap Brand Awareness dan Brand Image (studi pada HuntStreet.com) = The Effect of Social Media Marketing to Brand Awareness and Brand Image (case study on HuntStreet.com)
"Pemasaran yang dilakukan melalui media sosial (social media marketing) telah banyak dimanfaatkan di era digital. Salah satu keuntungan dalam melakukan social media marketing adalah bisnis dapat mengenalkan merek (brand) kepada khalayak. Beberapa penelitian terdahulu juga telah membuktikan bahwa social media marketing memiliki pengaruh yang positif terhadap brand awareness dan brand image. Tesis ini menguji pengaruh social media marketing (pemasaran media sosial) terhadap brand awareness (kesadaran merek) dan brand image (citra merek) pada HuntStreet.com, bisnis yang bergerak di bidang sustainable fashion. Dimana HuntStreet.com aktif melakukan pemasaran di media sosial instagram, youtube, dan facebook. Namun respon khalayak dapat dikatakan rendah, hal ini dilihat dari hasil penelusuran di search engine Google terkait HuntStreet.com yang masih sedikit dan rating beserta ulasan terkait HuntStreet.com di Google Review yang juga rendah. Hal ini bertolak belakang dari konsep social media marketing dan juga hasil penelitian terdahulu yang menunjukkan adanya pengaruh ketika melakukan pemasaran di media sosial terhadap brand awareness dan brand image dari merek tersebut. Menggunakan paradigma positivisme, penelitian ini adalah penelitian kuantitatif yang menggunakan metode analisis jalur yang menguji empat hipotesis berupa pengaruh social media marketing terhadap brand awareness, brand awareness terhadap brand image, social media marketin terhadap brand image, dan social media marketing terhadap brand image melalui brand awareness. Variabel social media marketing dalam penelitian ini menggunakan 6 dimensi: entertainment, interaction, customization, electronic word of mouth (E-WOM), trendiness, dan advertisement. Hasil penelitian menunjukkan bahwa ke-empat hipotesis alternatif (Ha) diterima, yakni social media marketing memiliki pengaruh  positif terhadap brand awareness, brand awareness memiliki pengaruh  positif terhadap brand image, social media marketing memiliki pengaruh  positif terhadap brand image, dan social media marketing memiliki pengaruh  positif terhadap adap brand image melalui brand awareness. Kesimpulan bahwa hasil penelitian sejalan dengan penelitian-penelitian terdahulu dan pemasaran yang dilakukan menggunakan media sosial dapat berpengaruh terhadap pengetahuan khalayak terhadap merek dan membangun citra merek.
Using social media to do marketing (social media marketing) has been widely used in the digital era. One of the advantages of doing social media marketing is that businesses can introduce the brand to audiences. Several previous studies have also proven that social media marketing has a positive influence on brand awareness and brand image. This thesis examines the effect of social media marketing on brand awareness and brand image at HuntStreet.com, a business engaged in sustainable fashion. HuntStreet.com is actively marketing on social media such as Instagram, YouTube and Facebook. However, audience response can be said to be low, this can be seen from the search results on the Google search engine related to HuntStreet.com which are still low and ratings and reviews related to HuntStreet.com on Google Reviews which are also low. This is contrary to the concept of social media marketing and also the results of previous studies which show that there is an influence when marketing on social media has on brand awareness and brand image of the brand. Using the positivism paradigm, this research is a quantitative study that uses path analysis methods that test four hypotheses in the form of the influence of social media marketing on brand awareness, brand awareness on brand image, social media marketing on brand image, and social media marketing on brand image through brand awareness. Social media marketing variable in this study use 6 dimensions: entertainment, interaction, customization, electronic word of mouth (E-WOM), trendiness, and advertisement. The results showed that the four alternative hypotheses (Ha) were accepted, namely social media marketing had a positive effect on brand awareness, brand awareness had a positive effect on brand image, social media marketing had a positive effect on brand image, and social media marketing had a positive influence positive attitude towards adapting brand image through brand awareness. The conclusion is that the results of this research are in line with previous studies and marketing carried out using social media can influence audience knowledge of brands and build brand images."
Jakarta: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
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UI - Tesis Membership  Universitas Indonesia Library
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Annissa Tayara Callista
Pengaruh faktor social media marketing pada brand trust dan brand loyalty pelanggan e-commerce B2C produk fashion di Indonesia = Effect of social media marketing factors towards brand trust and brand loyalty of e-commerce B2C fashion product consumers in Indonesia
"Perkembangan teknologi informasi yang pesat di Indonesia menyebabkan petumbuhan pasar online yang juga pesat. Banyak sekali e-commerce baru bermunculan, terutama e-commerce business-to-consumer B2C , dan produk yang paling diminati adalah produk fashion. Dengan ini kompetisi pada pasar online pun semakin ketat. Penting bagi suatu perusahaan e-commerce untuk mempertahankan kepercayaan dan loyalitas pelanggan mereka untuk tetap dapat bersaing di pasar. Di sisi lain, perkembangan teknologi informasi ini juga ditambah dengan adanya media sosial yang kini sangat marak digunakan. Media sosial sudah menjadi sumber informasi bagi masyarakat. Maka dari itu, perusahaan melihat media sosial sebagai media pemasaran yang potensial.
Dengan melihat kedua hal ini, perlu dilakukan penelitian untuk meningkatkan Brand Trust dan Brand Loyalty pelanggan e-commerce B2C, khususnya yang menjual produk fashion, dengan melihat faktor-faktor yang ada dalam Social Media Marketing SMM . Hasil penelitian ini dapat menjadi saran bagi perusahaan e-commerce dalam membuat strategi Social Media Marketing yang befokus pada peningkatan Brand Trust dan Brand Loyalty pelanggan mereka, sehingga dapat bersaing dengan perusahaan-perusahaan e-commerce lain di Indonesia.
Information technology fast development in Indonesia has caused the fast growth in Indonesian online market. So many new e commerce companies enter Indonesian online market, especially B2C e commerce companies that sell fashion product. This causes the online market in Indonesia to get more competitive. It is very important for an e commerce company to retain their customer rsquo s trust and loyalty towards the company, in order to survive in the market competition. On the other side, the development of information technology relates strongly with social media user that has been increasing throughout the years. Social media has been seen as one of the main source of information for its user. Therefore, company sees social media as a potential medium for marketing.
With those aspects in mind, it is needed to conduct a research to increase Brand Trust and Brand Loyalty of B2C e commerce rsquo s customers using factors in Social Media Marketing SMM. The result of this research can be used as a guidance for e commerce company to plan their Social Media Marketing strategy that focuses on increasing Brand Trust and Brand Loyalty of their customer, in order to sustain their competitiveness in the Indonesian market. "
Depok: Fakultas Teknik Universitas Indonesia, 2017
S67934
UI - Skripsi Membership  Universitas Indonesia Library
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Akbari Jamalullail Faisal
Pengaruh aktivitas pemasaran menggunakan media sosial pada ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia = Effect of marketing activities using social media on brand equity and men customer response on watch brand in Indonesia
"Tujuan dari penelitian ini adalah untuk mengetahui bagaimana aktivitas pemasaran menggunakan media sosial mempengaruhi ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia. Penelitian dilakukan dengan metode kuesioner online. Penelitian ini menunjukkan bahwa kustomisasi, hiburan dan interaksi merupakan faktor terkuat yang mempengaruhi ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia. Sampel yang digunakan sebagai bahan penelitian adalah sebanyak 368 responden yang tersebar di seluruh Indonesia dan menunjukkan bahwa terdapat pengaruh positif antara aktivitas pemasaran menggunakan media sosial terhadap ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia
The purpose of this study was to find out how marketing activities using social media affect brand equity and male customer responses to watch brands in Indonesia. This
study shows that customization, entertainment and interaction are the strongest factors that influence brand equity and male customer responses to watch brands in Indonesia. The sample used as the research material was as many as 368 respondents spread throughout Indonesia and showed that there was a positive influence between marketing activities using social media on brand equity and male customer responses to watch brands in Indonesia."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Tesis Membership  Universitas Indonesia Library
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