The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia

Dimas Aditya Syahputra; Kurniawati

doi:10.55927/ijems.v1i2.3779

Authors

Dimas Aditya Syahputra Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Trisakti
Kurniawati Magister Manajemen Universitas Trisakti

DOI:

https://doi.org/10.55927/ijems.v1i2.3779

Keywords:

Social Media Marketing Activities, Brand Experience, Brand Equity, Brand Loyalty

Abstract

The purpose of this research is to examine the effect of social media marketing initiatives on brand equity and brand loyalty through brand encounters. 205 participants made a purposive sampling sample for this study. The consumers who were the samples of this study, among others, had bought local fashion brands in Indonesia for at least the last six months. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. For further research, it is also possible to add and analyze additional factors that strengthen local fashion brands that are influenced by brand recognition and image building are two examples of social media marketing activities

Downloads

Download data is not yet available.

References

Aaker, David. 2009. Manajemen Ekuitas Merek. Jakarta: Spektrum.

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K. and Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.

Altaf, M., Iqbal, N., Mohd Mokhtar, S.S. and Sial, M.H. (2017), “Managing consumer-based brand equity through brand experience in Islamic banking”, Journal ofIslamic Marketing, Vol. 8 No. 2, pp. 218-242.

Bagozzi, R.P. and Dholakia, U.M. (2006), “Antecedents and purchase consequences of customer participation in small group brand communities”, International Journal of Research in Marketing, Vol. 23 No. 1, pp. 45-61

Beig, F.A. and Khan, M.F. (2018), “Impact of social media marketing on brand experience: a study of select apparel brands on Facebook”, Vision, Vol. 22 No. 3, pp. 264-275.

Brakus, J.J.J., Schmitt, B.H. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73 No. 3, pp. 52- 68.

Chaudhuri, A. and Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.

Chen, S.C. and Lin, C.P. (2019), “Understanding the effect of social media marketing activities: the mediation of social identification, perceived value, and satisfaction”, Technological Forecasting and Social Change, Vol. 140, pp. 22-32.

Chen, Y., Fay, S. and Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25(2), 85-94.

Durianto, Darmadi.dkk. 2014. Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Gramedia Pustaka Utama: Jakarta.

Dwivedi, A. (2015), “A higher-order model of consumer brand engagement and its impact on loyalty intentions”, Journal of Retailing and Consumer Services, Vol. 24, pp. 100-109.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016), “Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior”, Journal ofBusiness Research, Vol. 69 No. 12, pp. 5833-5841.

Griffin J. 2005. Customer Loyalty (Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan). Jakarta : PT. Erlangga.

Gunelius, S. (2011). 30-Minute Social media marketing. New York: McGraw Hill

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019), "When to use and how to report the results of PLS-SEM", European Business Review, Vol. 31 No. 1, pp. 2-24. https://doi.org/10.1108/EBR-11- 2018-0203.

Hajli, M. N. (2013). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A. and Ijab, M. T. (2016). Role of social media in information- seeking behaviour of international students: A systematic literature review. Aslib Journal of Information Management, 65(8), 643-666.

Hanna, R., Rohm, A. and Crittenden, V. L. (2011). We’re all connected: The power of the social media. Business Horizons, 54, 265-273.

Ismail, Ahmed Rageh (2017), “The influence of perceived social media marketing activities on brand loyalty The mediation effect of brand and value consciousness”, Asia Pacific Journal of Marketing and Logistics, Vol. 29 No.1, pp 129-144

Jo, S. A. (2013). Impact of Company's SNS Marketing Activities on Perceived Value and Customer's Loyalty: Focusing on Facebook. Seoul: Hong-IK University.

Keller, K.L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Prentice-Hall, London.

Kim, A.J. and Ko, E. (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, Vol. 65 No. 10, pp. 1480-1486.

Koay, Kian Yeik, Ong, Derek Lai Teik, Khoo, Kim Leng, Yeoh, Hui Jing (2020), “Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model”, Asia Pacific Journal of Marketing and Logistics

Koivulehto, E. I. (2017). Do social media marketing activities enhance customer equity? A case study of fast- fashion brand Zara. Helsinki: Aalto University.

Kotler, P.,and Armstrong, G.2014. Prinsif-Prinsif Pemasaran. Edisi 12, Edisi Bahasa Indonesia. Erlangga: Jakarta.

Kotler, Philip and Kevin Lane Keller.Manajemen Pemasaran. Jilid I. Edisi Ke 13. Jakarta: Erlangga.

Kotler, Philip. 2015. Manajemen Pemasaran. Edisi 11. Jilid 2.PT. Indeks: Jakarta

Kunja, S.R. and GVRK, A. (2018), “Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): a study of select Facebook fan pages of smartphone brands in India”, Management Research Review.

Merisavo, M. and Raulas, M. (2004), “The impact of email marketing on brand loyalty”, Journal of Product and Brand Management, Vol. 13 No. 7, pp. 498-505.

Mersey, R. D., Malthouse, E. C. and Calder, B. J. (2010). Engagement with Online Media. Journal of Media Business Studies, 7(2), 39-56.

Peter, J Paul dan Jerry C. Olson, 2013. Perilaku Konsumen & Strategi Pemasaran, Jakarta: Salemba Empat.

Rangkuti , Freddy. 2009. Strategi Promosi yang Kreatif dan Analisis Kasus. Integrated Marketing Communication. Jakarta : PT Gramedia Pustaka Utama.

Ratana, Metta. (2018). “Pengaruh Social Media Marketing Terhadap Ekuitas Merek. Jurnal Studi Komunikasi Dan Media”. Jurnal Studi Komunikasi Dan Media. Vol. 22 No. 1 (Juni 2018) Hal : 13 – 28.

Richter, A. and Koch, M. (2007), “Social software –status quo und Zukunft”, available at: https:// dokumente.unibw.de/pub/bscw.cgi/d1696185/2007-01.pdf (accessed 5 May 2019).

Sahin, A., Zehir, C. and Kitapçi, H. (2011), “The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands”, Procedia - Social and Behavioral Sciences, Vol. 24, pp. 1288-1301.

Schiffman, Leon G., dan Kanuk, Leslie Lazar. 2009. Perilaku Konsumen. Alih bahasa Zulkifli Kasip. Jakarta : PT. Indeks Group Gramedia.

Schivinski, B. and Dabrowski, D. (2015), “The impact of brand communication on brand equity through Facebook”, Journal ofResearch in Interactive Marketing, Vol. 9 No. 1, pp. 31-53.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business. Diambil dari https://www.wileyplus.com/

Seo, E.J. and 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, Vol. 66, pp. 36-41.

Sterne, J. (2010). Social media Metrics: How to Measure and Optimize your Marketing Investmenet. New Jersey: John Wiley & Sons.

Sugiyono (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta

Taprial, V., & Kanwar, P. (2012). Understanding Social media. United States: Ventus Publishing.

Tjiptono, Fandy. 2014. Brand Management and Strategy. Yogyakarta.

Tsimonis, G. and Dimitriadis, S. (2014), “Brand strategies in social media”, Marketing Intelligence & Planning, Vol. 32 No. 3, pp. 328-344.

Weber, L. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business. New Jersey: Wiley.

Xie, L., Poon, P. and Zhang, W. (2017), “Brand experience and customer citizenship behavior: the role of brand relationship quality”, Journal of Consumer Marketing, Vol. 34 No. 3, pp. 268-280.

Yadav, M. and Rahman, Z. (2017b), “Measuring consumer perception of social media marketing activities in e-commerce industry: scale development & validation”, Telematics and Informatics, Vol. 34 No. 7, pp. 1294-1307

Yadav, M. and Rahman, Z. (2018), “The influence of social media marketing activities on customer loyalty”, Benchmarking: An International Journal, Vol. 25 No. 9, pp. 3882- 3905.

Yu, X. and Yuan, C. (2019), “How consumers’ brand experience in social media can improve brand perception and customer equity”, Asia Pacific Journal of Marketing & Logistics, Vol. 31 No. 5, pp. 1233-1251.

Zimmerman, J., & Sahlin, D. (2010). Social media marketing All-in-One for Dummies. Hoboken: Wiley Publishing.