인도네시아 프로농구 소셜미디어 마케팅과 팬 인게이지먼트, 브랜드 인지도, 브랜드 이미지 및 브랜드 충성도와의 구조적 관계

Abstract

Purpose: The purpose of this study is to investigate the structural relationship between social media marketing and fan engagement, brand awareness, brand image, and brand loyalty in Indonesian professional basketball.BR Method: The subjects of this study were selected as fans of the Indonesian Basketball League in Indonesia, and 305 samples were collected. The samples were extracted using the convenient sampling method, and the questionnaires were answered using the self-administration method, in which respondents read and respond to the contents by themselves. The research survey was conducted from March 21, 2021, to March 24, 2021, using an online questionnaire (Google Form). Among the collected questionnaires, seven questionnaires that were deemed unreliable - due to poor responses, unfinished questionnaires, and duplicate entries - were excluded from the analysis. A total of 298 valid samples were selected for analysis. Data processing was performed using SPSS 26.0 and AMOS 26.0 to verify the fit of the model and to test the individual hypotheses.BR Results: First, it was found that informativeness and interaction among the sub-factors of social media marketing had a significant effect on fan engagement, however, customization did not have a significant effect on fan engagement. Second, it was found that fan engagement had a significant effect on brand awareness, brand image, and brand loyalty. Third, it was found that brand awareness did not have a significant effect on brand image, but it was found to have a significant effect on brand loyalty. Fourth, it was found that the brand image did not significantly affect brand loyalty.BR Conclusion: The result of this study shows that social media marketing of Indonesia Professional Basketball affects brand loyalty through fan engagement, brand awareness, and brand image. Therefore, social media marketing can contribute to improving brand loyalty for Indonesia Professional Basketball. It is recommended to establish a social media marketing strategy and utilize the informativeness and interaction of social media marketing based on the findings of this study.