PERAN ELEMEN SOCIAL MEDIA MARKETING, CONSUMER BRAND ENGAGEMENT SEBAGAI STIMULUS TERHADAP BRAND LOYALTY

Abstract

AbstrakTujuan - Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel-variabel Social Media Marketing yang terdiri dari Entertainment, Customization, Interaction, E-WOM, Trendiness, terhadap Consumer Brand Engagement, Brand Awareness, Brand Image, dan Brand Loyalty. Dedsain/Metodologi/Pendekatan - Penyebaran kuesioner dilakukan dengan penyebaran kuesioner secara online. Purposive Sampling Technique digunakan untuk memperoleh 180 responden. Pengujian data dilakukan dengan menggunakan SEM dengan software AMOS.Hasil Penelitian - Temuan dari penelitian ini adalah: Entertaiment berpengaruh positif signifikan terhadap Consumer Brand Engagement, Customization tidak berpengaruh positif signifikan terhadap Consumer Brand Engagement, Interaction berpengaruh positif signifikan terhadap Consumer Brand Engagement, E-WOM tidak berpengaruh positif signifikan terhadap Consumer Brand Engagement, Trendiness berpengaruh positif signifikan terhadap Consumer Brand Engagement. Selanjutnya Consumer Brand Engagement berpengaruh positif signifikan terhadap Brand Awareness, juga berpengaruh positif signifikan terhadap Brand Image. Consumer Brand Engagement berpengaruh positif signifikan terhadap Brand Loyalty, baik melalui Brand Awareness maupun melalui Brand Image.Keterbaruan/Nilai – Penelitian ini mengkombinasikan lima penelitian terdahulu dengan kajian senada & judul-judul penelitian dan peneliti-peneliti berbeda; pengaruh Social Media Marketing terhadap Consumer Brand Engagement, Pengaruh Consumer Brand Engagement terhadap Brand Awareness & Brand Image, Pengaruh Social Media Marketing terhadap Brand Awareness dan Brand Image, Pengaruh brand Awareness dan Brand Image terhadap brand loyalty, Pengaruh Consumer Brand Engagement ke Brand Loyalty dimediasi oleh Brand Awareness dan Brand Image. AbstractPurpose - This research aims is to analyse the impacts of Social Media marketing (Entertainment, Customization, Interaction, E-WOM, Trendiness), toward Consumer Brand Engagement, and brand Loyalty which are mediated by Brand Awareness, Brand ImageDesign/Methodology/Approach – Online questionnaires are distributed and 180 respondents are collected by using purposive sampling technique. Structural Equation Model (SEM) with AMOS Software is used for hypothesis testing.Finding - The findings are Entertainment, Customization, Interaction, E-WOM, Trendiness, has positive effect positive significant each on Consumer Brand Engagement. Consumer Brand Engagement has positive effect on Brand Awareness, also on Brand Image. Consumer Brand Engagement also has positive effect on Brand Loyalty, mediated by Brand Awareness and brand ImageNovelty/Value – combining and collaborating from five research topics & results about the impacts of Entertainment, Customization, Interaction, E-WOM, Trendiness, has positive effect positive significant each on Consumer Brand Engagement. Consumer Brand Engagement has positive effect on Brand Awareness, also on Brand Image. Consumer Brand Engagement also has positive effect on Brand Loyalty, mediated by Brand Awareness and brand Image .