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"Saat ini, media sosial menjadi platform penting untuk promosi dan membangun kepercayaan terhadap brand. Instagram populer di kalangan generasi Z dan milenial di Indonesia serta digunakan juga oleh brand, salah satunya adalah Netflix, untuk menjangkau dan berinteraksi dengan audiensnya, meningkatkan brand awareness, serta mendorong penjualan. Penelitian ini menggunakan kerangka Stimulus-Organism-Theory (S-O-R) dengan fokus pada Instagram Netflix Indonesia. Penelitian ini mengumpulkan data primer melalui kuesioner yang disebar secara online kepada followers Instagram Netflix Indonesia kemudian diolah dengan software SmartPLS 3 dengan metode PLSSEM. Hasil dari 187 responden menunjukkan social media marketing activities berpengaruh positif dan signifikan terhadap subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, dan brand image. Perceived value dan brand image memiliki efek mediasi parsial, sementara trust tidak memiliki pengaruh signifikan.

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Currently, social media is an important platform for promotion and building brand trust. Instagram is popular among generation Z and millennials in Indonesia and is also used by brands, one of which is Netflix, to reach and interact with its audience, increase brand awareness, and drive sales. This research uses the Stimulus-Organism-Theory (S-O-R) framework with a focus on Netflix Indonesia's Instagram. This study collected primary data through questionnaires that were distributed online to Netflix Indonesia Instagram followers and then analyzed using SmartPLS 3 software with the PLS-SEM method. The results from 187 respondents show that social media marketing activities have a positive and significant effect on subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, and brand image. Perceived value and brand image have a partial mediating effect, while trust has no significant effect."

"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."

"Penelitian ini memiliki tujuan guna menganalisis pengaruh perceived social media marketing activities, beserta mediasi brand consciousness, dan value consciousness terhadap brand loyalty pada konsumen di McDonald’s Kota Depok. Penelitian ini menggunakan pendekatan kuantitatif dengan data penelitian dikumpulkan melalui penyebaran kuesioner secara online dan tatap muka kepada 100 responden yang merupakan konsumen berusia 18 hingga 34 tahun di McDonald’s Kota Depok yang mengunjungi McDonald’s di Kota Depok minimal dua kali dalam setahun terakhir dan menjadi followers dari akun media sosial McDonald’s Indonesia. Teknik analisis yang digunakan untuk analisis deskriptif dan analisis statistik inferensial berupa regresi linear dan analisis linear berganda dengan menggunakan SPSS versi 25.0 untuk Windows. Pengujian terhadap hubungan mediasi menggunakan uji sobel yang diperoleh dari kalkulator untuk uji sobel. Hasil penelitian menunjukkan bahwa perceived social media marketing activities memiliki pengaruh terhadap brand loyalty. Brand consciousness sebagai variabel mediasi pertama menunjukkan valid untuk digunakan sebagai variabel mediasi untuk efek tidak langsung dari perceived social media marketing activities terhadap brand loyalty. Akan tetapi, sesuai dengan hasil yang diperoleh didapati bahwa variabel mediasi kedua yaitu value consciousness tidak memediasi efek tidak langsung dari perceived social media marketing activities terhadap brand loyalty yang diberikan oleh Brand Restoran Cepat Saji McDonald’s di Kota Depok. Hasil penelitian ini memberikan saran secara akademik agar pada penelitian berikutnya dapat melakukan penelitian yang lebih dalam mengenai pengelolaan pemasaran media sosial untuk meningkatkan kesadaran dan loyalitas pada suatu merek khususnya pada bidang merek restoran cepat saji

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.This study aims to analyze the effect of Perceived Social Media Marketing Activities towards Brand Loyalty and mediation effect of Brand and Value Consciousness of McDonald’s Consumer in Depok. This study uses quantitative approached research which collected through distributing questionnaires online and face-to-face to 100 respondents representing 18 to 34 year-old customers in McDonald's, Depok City whom visited McDonald's, Depok City at least twice in one year and became followers of the McDonald's Indonesia social media accounts.The analysis technique used for both descriptive and inferential statistical analysis were linear and multiple regression and also sobel test, using SPSS 25.0 version for Window, also testing of mediations variable relationships uses the sobel test obtained from a calculator for the sobel test. This research results showed that perceived social media marketing activities has a direct effect towards brand loyalty brand consciousness as the first mediating variable shows valid to be used as a mediating variable for the indirect effect of perceived social media marketing activities on brand loyalty. However, in accordance with the results obtained, it was found that the second mediating variable, namely value consciousness, did not mediate the indirect effect of perceived social media marketing activities on brand loyalty which provided by McDonald’s, Fast Food Restaurant Brand in Depok City. The recommendation of this study suggest that future research can conduct deeper research on the management of social media marketing activities to increase consciousness and loyalty in a brand, especially in the field of fast food restaurant brands"

"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."

"Perkembangan media sosial global menyebabkan strategi pemasaran perusahaan bergeser untuk menggunakan konten digital media sosial melalui influencer, khususnya makro-influencer yang memiliki followers di atas seratus ribu hingga satu juta. Penelitian ini bertujuan untuk menganalisis pengaruh perceived influence terhadap purchase intention melalui brand engagement in self concept dan brand expected value sebagai variabel mediasi. Penelitian ini menggunakan Structural Equation Modeling-Partial Least Square untuk menganalisis data melalui perangkat lunak SMARTPLS-3. Kuesioner dihimpun melalui Google Form dan disebarkan melalui fitur direct message, Instagram, Twitter, Linkedin, dan Whatsapp kepada 279 responden. Hasil penelitian ini membuktikan bahwa perceived influence dari Rifat Sungkar dapat berpengaruh terhadap purchase intention Mitsubishi Xpander apabila dimediasi oleh brand engagement in self concept dan brand expected value (H1 dan H2 diterima). Namun, tidak ada pengaruh signifikan pada perceived influence Rifat Sungkar pada purchase intention Mitsubishi Xpander secara langsung (H3 ditolak). Hasil juga menunjukan bahwa terdapat hubungan signifikan antara brand engagement in self concept dan brand expected value (H4 diterima).

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The development of global social media has caused companies' marketing strategies to shift to using social media digital content through influencers, especially macro-influencers who have followers above one hundred thousand to one million. This study aims to analyse the effect of perceived influence on purchase intention through brand engagement in self concept and brand expected value as mediating variables. This study used Structural Equation Modeling-Partial Least Square to analyse the data through SMARTPLS-3 software. The questionnaire was collected through Google Form and distributed through direct message, Instagram, Twitter, Linkedin, and Whatsapp features to 279 respondents. The results of this study prove that perceived influence from Rifat Sungkar can affect Mitsubishi Xpander purchase intention when mediated by brand engagement in self concept and brand expected value (H1 and H2 accepted). However, there is no significant effect on Rifat Sungkar's perceived influence on Mitsubishi Xpander purchase intention directly (H3 is rejected). The results also show that there is a significant relationship between brand engagement in self concept and brand expected value (H4 accepted)."

"Saat ini, internet, media sosial, aplikasi seluler, dan teknologi komunikasi digital lainnya telah menjadi bagian dari kehidupan sehari-hari bagi miliaran orang di dunia. Dengan melihat jumlah pengguna potensial media sosial yang cukup besar dengan mereka meluangkan beberapa jam sehari untuk mengakses media sosial di berbagai platform, tidak heran para pemasar menggunakan media sosial sebagai salah satu saluran pemasaran. Salah satu yang menggunakan Social Media Marketing Activities (SMMA) adalah Netflix Indonesia. Penelitian ini mengidentifikasi pengaruh SMMA terhadap Attitudes Toward The Brand dan Brand Experience. Selain itu, penelitian ini juga mengidentifikasi pengaruh Attitudes Toward The Brand dan Brand Experience terhadap Repurchase Intention hingga efek moderasi Customer Engagement terhadap Brand Experience dan Repurchase Intention. Penelitian ini dilakukan pada 224 responden dilakukan dengan kuesioner daring dan dianalisis menggunakan metode Structural Equation Model (SEM) untuk melihat hubungan antar variabel, dan moderasi dengan menggunakan aplikasi IBM AMOS 26.

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The internet, social media, mobile applications, and other digital communication technologies are now part of billions of people's daily lives all over the world. Given the large number of potential social media users with whom they spend several hours a day accessing social media on various platforms, it's no wonder marketers use social media as a marketing channel. Netflix Indonesia is one of the companies that uses Social Media Marketing Activities (SMMA). This study identifies the influence of SMMA on Attitudes Toward The Brand and Brand Experience. In addition, this study also identifies the influence of Attitudes Toward The Brand and Brand Experience on Repurchase Intention to the moderating effect of Customer Engagement on Brand Experience and Repurchase Intention. This study was conducted on 224 respondents conducted with an online questionnaire and analyzed using the Structural Equation Model (SEM) method to see the relationship between variables, and moderation using the IBM AMOS 26 application."

"Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas pemasaran di media sosial terhadap brand loyalty pada smartphone Samsung. Pengaruh ini dapat berupa pengaruh langsung di mana perceived social media marketing activities mempengaruhi brand loyalty. Pengaruh ini juga dimediasi oleh brand dan value consciousness. Penelitian ini melibatkan 432 pengguna smartphone Samsung yang pernah mengakses media sosial smartphone Samsung dalam enam bulan terakhir dan berusia 16-35 tahun. Data diolah menggunakan metode Structural Equation Model SEM.Hasil penelitian ini menunjukkan bahwa perceived social media marketing activities berpengaruh positif terhadap brand loyalty. Pada penelitian ini juga ditemukan bahwa brand dan value consciousness memediasi pengaruh perceived social media marketing activities terhadap brand loyalty. Besar pengaruh mediasi brand consciousness lebih tinggi daripada value consciousness dalam kasus smartphone Samsung.

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This study aims to analyze the effect of perceived social media marketing activities on brand loyalty in Samsung smartphone. This effect can be direct in which perceived social media marketing activities influences brand loyalty. This effect is also mediated by brand and value consciousness. This study involved 432 Samsung smartphone users who have accessed Samsung smartphone rsquo s social media page within the past six months and are 16 35 years old. The data was analyzed using Structural Equation Model SEM.

Results of this study show that perceived social media marketing activities have a positive effect towards brand loyalty. This study also suggests that brand and value consciousness have mediating effects on the relationship between perceived social media marketing activities and brand loyalty. The mediating effect of brand consciousness is greater than value consciousness."

"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."