PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN BRAND IMAGE PADA INSTAGRAM SHOPEE INDONESIA

Alfira Arifin

Abstract


Tujuan peneltian ini adalah untuk mengetahui pengaruh Social Media Marketing terhadap Customer Engagement dan Band Image pada akun Instagram Shopee Indonesia. Metode yang diterapkan dalam penelitian ini adalah metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah probability sampling. Metode pengambilan sampel yang digunakan adalah simple random sampling, dimana peneliti dalam memilih sampel memberikan kesempatan yang sama kepada seluruh anggota populasi untuk ditetapkan sebagai anggota populasi. Berdasarkan hasil rumus Slovin, peneliti meyebarkan kuesioner kepada 100 followers Instagram Shopee Indonesia. Analisis yang digunakan menggunakan analisis jalur dengan bantuan software SPSS 25. Hasil penelitian ini menunjukkan bahwa Social Media Markting berpengaruh positif dan signifikan terhadap Customer Engagement, Social Media Marketing berpengaruh positif tidak signifikan terhadap Brand Image. Customer Engagement ditemukan sebagai mediator antara Social Media Marketing dan Brand Image dan hasilnya berpengaruh secara positif dan signifikan. Hasil penelitian ini juga mengungkapkan bahwa Customer Engagement berpengaruh positif dan signifikan terhdap Brand Image serta Brand Image juga berpengaruh positif dan signifikan terhadap Customer Engagement.

Keywords


social media marketing; customer engagement; brand image

Full Text:

PDF

References


Blasco-Arcas, L., Hernandez-Ortega, B. I., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice. https://doi.org/10.1108/JSTP-12-2014-0286

Febriyan, F., & Supriono. (2018). Pengaruh Pemasaran Social Media Terhadap Brand Awareness Pada Produk Internasional (Survei Pada Komunitas Xiaomi Indonesia). Jurnal Administrasi Bisnis.

Gunelius, S. (2011). 30-Minutes SOCIAL MEDIA Marketing.

Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-016-0509-2

Hollebeek, L. (2011). Exploring customer brand engagement: Definition and Themes. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2011.599493

Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1). https://doi.org/10.1080/20932685.2015.1110041

Kotler & Keller. (2009). Manajemen Pemasaran. Jilid 1. Edisi ke 13 Jakarta: Erlangga

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-009-0143-3

Muchardie, B. G., Yudiana, N. H., & Gunawan, A. (2016). Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review. https://doi.org/10.21512/bbr.v7i1.1458

Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane.

Perera, G. R., & Perera, I. (2016). Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka. International Journal of Asian Business and Information Management. https://doi.org/10.4018/ijabim.2016010103

Richardson, P. S., Choong, P., & Parker, M. (2016). Social Media Marketing Strategy: Theory and Research Propositions. Journal of Marketing Development and Competitiveness.

Schivinski, B., & Dabrowski, D. (2016). The Effect of Social Media Communication on Consumer Perception of Brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323

Sekaran, Uma & Roger Bougie. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pegembangan-Keahlian. Edisi 6, Buku 1. Selemba Empat. Jakarta Selatan 12610

Sekaran, Uma & Roger Bougie, (2017). Metode Penelitian untuk Bisnis: Pendekatan Pegembangan-Keahlian. Edisi 6, Buku 2. Selemba Empat. Jakarta Selatan 12610

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management. https://doi.org/10.1016/j.jairtraman.2017.09.014

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research. https://doi.org/10.1177/1094670510375599

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research. https://doi.org/10.1177/1094670510375461




DOI: https://doi.org/10.37058/jem.v8i1.3474

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Jurnal Ekonomi Manajemen

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Creative Commons License
Jurnal Ekonomi Manajemen by Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at http://jurnal.unsil.ac.id/index.php/jem.