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Abstrak :
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.

Abstrak :
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.

Abstrak :
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.

Abstrak :
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. ......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.