Pengaruh Social Media Marketing terhadap Ekuitas Merek dengan Online Experiential sebagai Variabel Mediasi (Studi pada Konsumen Toko Busana Cordy Bandar Lampung)

  • Fitri Destiana Destiana UIN Raden Intan Lampung
Keywords: brand equity, experiential online, social media marketing

Abstract

This study aims to determine the effect of social media marketing on brand equity among consumers of Cordy Clothing Stores Bandar Lampung with online experiential mediation. This study used a descriptive quantitative method with data collection techniques through distributing questionnaires. The population in this study were consumers at the Cordy Fashion Store in Bandar Lampung. The author takes the type of probability sample, namely the simple random sampling method with a total sample of 100 people. Furthermore, to analyze the researcher uses a Likert scale with the method used is the partial least squares (PLS) approach. The results of the t-test test show that social media marketing and online experiential have a significant effect on brand equity. The R2 test shows that the magnitude of the online experiential R2 value is 0.634 and brand equity is 0.696. This value indicates that online experiential variables and brand equity, social media marketing support has an effect on experiential online by 0.634%, and brand equity by 0.696%. So based on the four steps taken to test mediation with the causal step, it can be concluded that experiential online mediates social media marketing relationships on brand equity which are positive and significant on brand equity by partial mediation or mediation occurs, where social media marketing variables can directly affect variables brand equity or indirectly and involves online experiential mediation variables or it can be said that online experiential mediates social media marketing relationships and brand equity.

References

Dally, A., Dan Aswin, I., & Hadisumarto, D. (2020). The Effect of Social Media Marketing Activities on Brand Trust, Brand Loyalty, and Brand Equity on the Social Media Instagram. Jurnal Manajemen Dan Usahawan Indonesia •, 43(1), 44–58.
David, A. (1991). Inova Consultoria De Gestão E Inovação Estratégica Ltda Todos Os Direitos Reservados. Inova Consultoria De Gestão E Inovação Estratégica Ltda.
Fransisca Andreani. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran, 2(1), 1–8. http://puslit2.petra.ac.id/ejournal/index.php/mar/article/view/17009
Ghani, A. M. A. (2017). Manajemen Komunikasi Marketing LAZISNU Kota Bandung. Communicatus: Jurnal Ilmu Komunikasi, 1(1), 61–84. https://doi.org/10.15575/cjik.v1i1.1211
Gustina, L., Yasri, Y., & Engriani, Y. (2019). Pengaruh Experiential Marketing terhadap Minat Kunjung Ulang Wisatawan Pada Obyek Wisata Pantai Air Manis Di Kota Padang. Jurnal Praktik Bisnis, 08(01), 52–62.
Information, C., & Information, I. (2019). Course outline 2018/2019. 1–8.
Innova, E. I. (2016). Motif dan Kepuasan Pengguna Instagram di Komunitas Instameet Indonesia. Jurnal E-Komunikasi, 4(1), 1–11.
Joshi, Parikshit; Suman, S K and Sharma, M. (2014). Au tho r C op y Au tho y. XVIII(2).
Noviani Sari Angkie, & Tanoto, S. R. (2019). Pengaruh Social Media Marketing Terhadap Brand Equity Pada Brand Fashion Zara, H&M, Pull&Bear, dan Stradivarius di Surabaya. Agora, 7(1), 1–6.
Pine, J., & Gilmore, J. H. (1998). Economy LEADERSHIP WHEN THERE IS NO ONE TO ASK: WELCOME TO THE EXPERIENCE ECONOMY. Harvard Business Review, 76(4), 97–105.
Ratana, M. (2018). The Effect Of Social Media Marketing On Brand Equity. Jurnal Studi Komunikasi Dan Media, 22(1), 13–28.
Rofiq, A., Suryadi, N., & Faidah, N. N. (2009). Peranan Ekuitas Merek Terhadap Loyalitas Pelanggan Pada Industri Telepon Seluler. The 3rd National Conference on Management Research, ISSN: 2086(November), 1–14. http://ainurrofiq.lecture.ub.ac.id/files/2012/02/MP.PERANAN-EKUITAS-MEREK-TERHADAP-LOYALITAS-PELANGGAN-PADA.pdf Diakses tanggal 16 Maret 2020
Schmitt, B. B. (n.d.). Experiential_Marketing_Schmitt_2014-with-cover-page-v2.
Silalahi, R. Y. B. (2019). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND EQUITY (Studi Kasus Pada SMK Permata Harapan). Jursima, 7(1), 18. https://doi.org/10.47024/js.v7i1.161
Social, P., Marketing, M., Brand, T., & Dengan, L. (2016). Jurnal Ilmu Manajemen Volume 4 Nomor 3 – Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Surabaya. 4, 1–12.
Tong, T. K. P. B., & Subagio, H. (2020). Analisa Pengaruh Social Media Marketing Terhadap Repurchase Intention Melalui Brand Trust Sebagai Variabel Mediasi Pada Instagram Adidas Indonesia Di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10.
Utami, P. P., Wilona, K., & Tabitha, C. (2022). Pengaruh Social Media Marketing Terhadap Ekuitas Merek E-Commerce Sociolla. Jurnal Ilmu Pengetahuan Sosial, 9(No 1), 223–238. http://jurnal.um-tapsel.ac.id/index.php/nusantara/index
Wicaksana, A. (2016). 済無No Title No Title No Title. Https://Medium.Com/. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Published
2022-12-30
Section
Article