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"ABSTRAKKonsumer memilih apa yang ingin mereka konsumsi sesuai dengan kebutuhan dan keinginan mereka sendiri, namun pemasar menemukan bahwa konsumen melihat hal-hal sesuai dengan persepsi mereka sendiri yang berkaitan dengan kegiatan pemasaran. Es Krim Magnum dahulu dianggap sebagai es krim biasa di Indonesia karena tidak adanya kegiatan pemasaran yang menarik pada saat itu. Setelah beberapa tahun Magnum kembali dengan beberapa kegiatan pemasaran yang mengubah persepsi konsumen dan meningkatkan penjualannya. Tujuan dari makalah ini adalah untuk menganalisis bagaimana persepsi konsumen dapat memberikan dampak terhadap kegiatan pemasaran Magnum serta bagaimana Magnum menanggapi persepsi tersebut. Metode yang digunakan untuk makalah ini adalah obervasi dan kajian literatur. Tulisan ini akan disimpulkan oleh sejumlah saran yang dapat membantu pemasar dalam cara untuk melakukan kegiatan pemasaran yang berhasil yang juga berkaitan dengan persepsi konsumen melalui penelitian dan hasil survei.

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ABSTRACT

Consumers choose what they want to consume according to their own needs and wants, however marketers found that consumers perceive things according to their perception in which related to the marketing activities. Magnum Ice Cream used to be perceived as a regular ice cream in Indonesia as it did not have any attractive marketing activities at that time. After some years it appeared with some marketing activities in which changed the perception of consumers and increased its sales. The purpose of this paper is to analyze how consumer perception could give impact to marketing activities of Magnum as well as how Magnum respond to that perception. The methods used for this paper are observation and literature review. This paper will be concluded by a number of recommendations that could help marketers in a way to conduct a successful marketing activities in which related to consumer perception according to the research and survey results."

"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."

"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."

"Penelitian ini memiliki tujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap ekuitas merek dan respons pelanggan gen z pada Instagram Bittersweet by Najla pada masa pandemi COVID-19. Peneliti menggunakan variabel aktivitas pemasaran media sosial sebagai variabel independen, dan variabel ekuitas merek serta respons pelanggan sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa survei. Jumlah sampel dari penelitian ini sebanyak 200 orang yang berusia 17 sampai 25 tahun yang menggunakan Instagram, mengikuti akun Instagram Bittersweet by Najla, dan pernah membeli dessert box Bittersweet by Najla. Data penelitian dianalisis menggunakan analisis statistik deskriptif dan statistik inferensial yang meliputi analisis regresi linier sederhana dan uji sobel. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh yang positif dan signifikan terhadap ekuitas merek dan respons pelanggan

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This study aims to analyze the effect of social media marketing activities on brand equity and gen z customer response on Bittersweet by Najla’s Instagram during the COVID-19 pandemic. Researcher used social media marketing activity variable as an independent variable, and brand equity and customer responses variable as a dependent variables. This study uses a quantitative approach with data collection techniques in the form of surveys. The number of samples from this study were 200 people aged 17 to 25 who used Instagram, followed the Bittersweet by Najla’s Instagram account, and had bought the Bittersweet by Najla’s dessert box. The research data were analyzed using descriptive statistics analysis and inferential statistics which included simple linear regression analysis and sobel test. The results showed that social media marketing activities had a positive and significant effect on brand equity and customer response"

"Penggunaan media sosial dalam perkembangan teknologi informasi dan internet memberikan dampak terhadap jangkauan komunikasi antara merek dengan target market yang lebih luas. Tingginya angka penggunaan Instagram menjadikan instagram sebagai platform yang memiliki peran potensial membantu menciptakan akses konsumen untuk merek. Pemanfaatan social media marketing dan aktivitasnya tentu akan menciptakan adanya kesadaran merek yang membantu merek dalam menciptakan respon positif dari konsumen. Penelitian ini bertujuan dalam menganalisis pengaruh social media marketing activities terhadap brand equity dan customer response pada Instagram Bittersweet by Najla. Jenis penelitian yang digunakan merupakan penelitian eksplanatif dengan menggunakan pendekatan kuantitatif. Pengambilan sampel menggunakan teknik non-probablity sampling dan pendekatan purposive sampling. Kriteria sampel adalah pengikut Instagram Bittersweet by Najla, berusia minimal 17 tahun, pernah mengonsumsi Bittersweet by Najla dan berdomisili di Jabodetabek. Jumlah responden adalah 115 orang. Dilakukan menggunakan instrument kuesioner online dalam Google Form. Pengolahan data menggunakan SPSS dan SmartPLS 3.3.3. Hasil penelitian menunjukan terdapatnya pengaruh social media marketing activities terhadap brand awareness dan brand image, pengaruh antara brand awareness terhadap commitment, serta pengaruh brand image terhadap e-WOM dan commitment pada Instagram Bittersweet by Najla.

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The use of social media in the development of information technology and the internet has an impact on the reach of communication between brands and a wider target market. The high number of Instagram usage makes Instagram a platform that has the potential to help create consumer access for brands. The use of social media marketing and its activities will certainly create brand awareness that helps brands create positive responses from consumers. This study aims to analyze the effect of Social Media Marketing Activities on Brand Equity and Customer Response on Instagram Bittersweet by Najla. The type of research used is an explanatory research using a quantitative approach. Sampling used a non-probability sampling technique and a purposive sampling approach. The sample criteria are Bittersweet by Najla Instagram followers, at least 17 years old, have consumed Bittersweet by Najla > and domiciled in Jabodetabek. The number of respondents is 115 people. Conducted using an online questionnaire instrument in Google Form. Data processing using SPSS and SmartPLS 3.3.3. The results showed that there was an influence of social media marketing activities on brand awareness and brand image, the influence of brand awareness on commitment, and the influence of brand image on e-WOM and commitment on Bittersweet by Najla’s Instagram."

"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"

"Industri fashion diproyeksikan akan terus tumbuh. Merek fesyen dengan mode cepat (fast fashion) yang sesuai tren terkini juga masih berkembang, tak terkecuali di Indonesia. Berbagai merek fast fashion terutama merek lokal khusus produk fyesen perempuan terus berstrategi untuk menarik konsumen. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing activities (SM) dan tiga konstruk pemasaran yakni value consciousness (VC), brand consciousness (BC), serta brand love (BL) terhadap tahapan brand loyalty, yakni cognitive brand loyalty (CGL), affective brand loyalty (AL), dan conative brand loyalty (CNL). Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) berdasarkan data dari sejumlah 242 responden yang diperoleh melalui penyebaran kuesioner terhadap konsumen merek fast fashion lokal khusus produk fesyen perempuan berusia 16-34 tahun yang pernah membeli produk serta mengetahui dan/atau mengikuti sosial media dari setidaknya salah satu merek berikut: Cottoinink, Colorbox, This is april, Et cetera, dan Gaudi dalam kurun waktu 6 bulan terakhir. Hasil dari penelitian ini membuktikan adanya pengaruh positif dari SM terhadap VC, BC, dan BL. Hasil penelitian juga mendemonstrasikan bahwa SM memiliki pengaruh positif langsung dan tidak langsung (melalui BC dan BL) terhadap tahapan brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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Fashion industry is projected to continuously grow. Fast fashion brands that match with the latest trends are also growing, including in Indonesia. Various fast fashion brands, especially local brands for women's fashion products, progressively build strategies to attract consumers. This study aims to determine the effects of social media marketing activities (SM) and marketing constructs which are value consciousness (VC), brand consciousness (BC), and brand love (BL) toward brand loyalty stages, namely cognitive brand loyalty (CGL), affective brand loyalty (AL), and conative brand loyalty (CNL). This research was using Structural Equation Modeling (SEM) based on 242 respondents’ data which was collected through distributing questionnaires to consumers of local fast fashion brands specifically for women’s fashion products aged 16-34 who have bought the product and know and/or follow social media from at least any of the following brands: Cottoinink, Colorbox, This is april, Et cetera, and Gaudi in the last 6 months. The results of this study prove that there is a positive effect of SM on VC, BC, and BL. The results also demonstrate that SM has a direct and indirect positive effect (through BC and BL) on the brand loyalty stage. The managerial implications and suggestions for further research will be discussed further in this study."

"Dunia teknologi dan penggunaan media sosial, khususnya di Indonesia terus mengalami peningkatan setiap tahunnya. Hal tersebut mengakibatkan jangkauan pelanggan yang semakin besar sehingga menjadikan media sosial menjadi salah satu sarana komunikasi pemasaran yang banyak dimanfaatkan oleh perusahaan atau lebih dikenal dengan istilah Social Media Marketing. Penelitian ini bertujuan untuk menguji pengaruh dari Social Media Marketing Activities terhadap Customer Loyalty melalui Customer Equity Drivers (CED) yang terdiri dari Value Equity, Brand Equity, dan Relationship Equity. Selanjutnya, desain penelitian yang digunakan berupa conclusive research dengan pengumpulan data cross sectional yang difokuskan pada top five e-commerce Indonesia. Dalam menguji hipotesis digunakan metode Structural Equation Model (SEM) terhadap 161 responden yang ditentukan melalui teknik judgmental sampling. Temuan dari penelitian ini mengungkapkan bahwa Social Media Marketing Activities berpengaruh terhadap Value Equity, Brand Equity dan Relationship Equity. Hal yang serupa juga terjadi pada Customer Loyalty, dimana Brand Equity dan Relationship Equity berpengaruh positif, sementara Value Equity berpengaruh positif, namun tidak signifikan. Kemudian, melalui penelitian ini diharapkan dapat memberikan implikasi manajerial yang baik, khususnya bagi para peneliti dan entitas bisnis pada sektor e-commerce.The world of technology and the use of social media, continues to increase every year, especially in Indonesia. This has resulted in increasingly greater customer reach, making social media as one of marketing communication tool that is widely used by companies or better known as Social Media Marketing. This study aims to examine the effect of Social Media Marketing Activities on Customer Loyalty through Customer Equity Drivers (CED) consisting of Value Equity, Brand Equity, and Relationship Equity. Furthermore, the research design used was conclusive research with cross sectional data collection that focused on Indonesia's top five e-commerce. In testing the hypothesis, Structural Equation Model (SEM) method is used and applied for 161 respondents which are determined through judgmental sampling techniques. The findings of this study reveal that Social Media Marketing Activities affect Value Equity, Brand Equity and Relationship Equity. The same thing also happened to Customer Loyalty, where Brand Equity and Relationship Equity had a positive effect, while Value Equity had a positive effect, but it was not significant. Then, through this research it is expected to have good managerial implications, especially for researchers and business entities in the e-commerce sector."

"Aktivitas pemasaran di media sosial merupakan stimulus penting dalam pembentukanbrand experience. Berbagai brand memanfaatkan media sosial untuk meningkatkankehadiran mereka secara online dan menciptakan pengalaman tak terlupakan bagikonsumen, yaitu melalui aktivitas pemasaran yang dilakukan di media sosial. Banyakpenelitian yang telah meneliti hubungan antara komunikasi pemasaran dengan nilainilaiekuitas konsumennya, namun hanya sedikit studi yang mencoba melihat pengaruhaktivitas pemasaran di media sosial dengan brand experience, dan belum dapatdigeneralisasikan karena hanya berfokus pada konteks industri tertentu. Salah satu studiterdahulu hanya mengidentifikasi 2 komponen aktivitas pemasaran yaitu contentsharingdan interactivity, sedangkan media sosial juga mendukung peluang kolaborasimelalui personalisasi (personalization) serta penyampaian informasi terkini(trendiness). Untuk itu penelitian ini bertujuan untuk mengkonfirmasi kausalitashubungan antara aktivitas pemasaran di media sosial (content-sharing, interactivity,personalization, dan trendiness) khususnya di ranah e-commerce yang tidak terbataspada satu jenis komoditi dengan masing-masing dimensi yang membentuk brandexperience yaitu sensory, affective, intellectual, serta behavioral. Penelitian ini menjadipenelitian pertama yang secara khusus berfokus pada media sosial Instagram, sebagaimedia sosial yang paling banyak digunakan merchants di Indonesia untukberkomunikasi dengan pelanggannya. Data dikumpulkan melalui survei online GoogleForms kepada 249 responden yang menggunakan Instagram dan mengikuti akun brande-commerce. Validitas diuji menggunakan teknik Pearson, sedangkan uji reliabilitasmenggunakan skala pengukuran Cronbach Alpha. Model penelitian divalidasi denganmetode analisis PLS-SEM untuk menguji 16 hipotesis yang diajukan. Hasil penelitianmenunjukkan korelasi yang positif antara content-sharing, interactivity,personalization, dan trendiness terhadap pengalaman sensory, affective, intellectual,dan behavioral. Penelitian ini dapat membantu para manajer pemasaran untukmengoptimalkan strategi pemasaran di media sosial menggunakan pendekatan berbasisaktivitas untuk menciptakan pengalaman yang positif bagi konsumen di media sosial.

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Marketing activities on social media is an important stimulus in forming brandexperience. Various brands utilize social media to increase their online presence andcreate unforgettable experiences for consumers, through marketing communicationactivities carried out on social media. Many studies have examined the relationshipbetween marketing communications and consumer-based equity, but only a few studieshave tried to see the effect of social media marketing activities towards brandexperience, and the research models are not yet generalized because most of them onlyfocus on specific industrial contexts. One of the previous studies only identified 2components of social media marketing activities, namely content-sharing andinteractivity, while social media also supported the opportunity for collaborationthrough personalization and the delivery of the latest information (trendiness). For thisreason, this study aims to confirm the causality of the relationship between 4 socialmedia marketing activities (content-sharing, interactivity, personalization, andtrendiness), especially in the realm of e-commerce which is not limited to one typeof commodity towards each dimension that forms brand experience namely sensory,affective, intellectual, and behavioral. This research is the first study that specificallyfocuses on Instagram as the most widely used social media by merchants in Indonesia tocommunicate with their customers. Data is collected through a Google Forms onlinesurvei of 249 respondents who use Instagram and followed an e-commerce brandaccount. Validity is tested using the Pearson technique, while the reliability test uses theCronbach Alpha measurement scale. The research model was validated by the PLSSEMto test 16 proposed hypotheses. The results showed a positive correlation betweencontent-sharing, interactivity, personalization, and trendiness towards sensory, affective,intellectual, and behavioral experiences. This study will help brand managers tooptimize social media marketing strategy using activity-based approach to createpositive experience on social media."

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Penelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap customer loyalty melalui mediasi customer equity drivers pada pelanggan Shopee di Daerah Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Responden penelitian ini adalah pelanggan yang pernah melakukan pembelian di Shopee setidaknya 1- 3 kali dalam satu bulan, berusia 18-34 tahun, mengikuti akun media sosial Shopee Indonesia, dan berdomisili di DKI Jakarta. Teknik analisis yang digunakan adalah analisis deskriptif, analisis inferensial, dan uji hipotesisi menggunakan regresi sederhana dan regresi berganda dengan software SPSS 20. Berdasarkan penelilian Yadav dan Rahman (2018) mengungkapkan bahwa pengaruh social media marketing activities terhadap customer loyalty dapat dicapai melalui mediasi customer equity drivers yang memiliki komponen value equity, brand equity, dan relationship equity. Hasil penelitian ini mengungkapkan enam temuan yaitu pertama, social media marketing activities memiliki pengaruh yang signifikan terhadap value equity pada pelanggan Shopee di Daerah Jakarta. Kedua, social media marketing activities memiliki pengaruh yang signifikan terhadap brand equity pada pelanggan Shopee di Daerah Jakarta. Ketiga, social media marketing activities memiliki pengaruh yang signifikan terhadap relationship equity pada pelanggan Shopee di Daerah Jakarta. Keempat, value equity tidak memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta. Kelima, brand equity memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta. Keenam, relationship equity memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta.

 

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The purpose this research is to examine the impact of social media marketing activities on customer loyalty via customer equity drivers in the Shopee customer in Jakarta Area. This research uses a quantitative approach by the survey method through questionnaire instrument to 100 respondents. The respondents of this study are customers who have made purchases at Shopee at least 1-3 times a month, aged 18-34 years, following Shopee Indonesia social media account, and domiciled in DKI Jakarta. The analysis technique used is descriptive analysis, inferential analysis, and hypothesis testing using simple regression and multiple regression with SPSS software version 20. Based on research Yadav dan Rahman (2018) revealed that the influence of social media marketing activities on customer loyalty can be achieved through mediating customer equity drivers that have components of value equity, brand equity, and relationship equity. The research revealed six findings. First, social media marketing activities have a significant influence on value equity in the Shopee customer in Jakarta Area. Second, social media marketing activities have a significant influence on brand equity in the Shopee customer in Jakarta Area. Third, social media marketing activities have a significant influence on relationship equity in the Shopee customer in Jakarta Area. Fourth, value equity does not have a significant influence on customer loyalty in the Shopee customer in Jakarta Area. Fifth, brand equity has a significant influence on customer loyalty in the Shopee customer in Jakarta Area. Sixth, relationship equity has a significant influence on customer loyalty in the Shopee customer in Jakarta Area.

 

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