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All Journal International Journal of Public Health Science (IJPHS) Nurse Media Journal of Nursing JURNAL BISNIS STRATEGI Jurnal Pariwisata Pesona Kinerja Jurnal Kesehatan Masyarakat JURNAL ILMIAH MANAJEMEN & BISNIS Jurnal Administrasi Kesehatan Indonesia Jurnal Manajemen Kesehatan Indonesia POLYGLOT Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Pariwisata Jurnal Keperawatan Padjadjaran JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran JURNAL PENDIDIKAN TAMBUSAI JURNAL MANAJEMEN (EDISI ELEKTRONIK) JURNAL MANAJEMEN BISNIS Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Jurnal Mantik International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business Studies International Journal of Economics Development Research (IJEDR) Jurnal Untuk Masyarakat Sehat (JUKMAS) Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Jurnal Paedagogy Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Medical Scope Journal (MSJ) Ilomata International Journal of Social Science Jurnal Pengabdian kepada Masyarakat AICS Milestone: Journal of Strategic Management International Journal of Education, Social Studies, And Management (IJESSM) JURNAL ILMIAH GLOBAL EDUCATION International Journal of Applied Business and International Management Journal of International Conference Proceedings Proceeding National Conference Business, Management, and Accounting (NCBMA) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keperawatan Soedirman (The Soedirman Journal of Nursing) Journal of Economics and Management Scienties Journal of Ageing And Family JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Jurnal Ad'ministrare: Jurnal Pemikirian Ilmiah dan Pendidikan Administrasi Perkantoran Jurnal Manajemen Maranatha Jurnal Kesehatan Masyarakat
Antonio, Ferdi
Universitas Pelita Harapan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Transportation Other

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Journal : POLYGLOT

 1 
ANTESEDEN DAN KONSEKUENSI BRAND EXPERIENCE SEKOLAH SWASTA: STUDI EMPIRIS PERILAKU SISWA SMA XYZ DI MEDIA SOSIAL [ANTECEDENTS AND CONSEQUENCES OF PRIVATE SCHOOL BRAND EXPERIENCE: AN EMPIRICAL STUDY OF XYZ HIGH SCHOOL STUDENTS' BEHAVIOR ON SOCIAL MEDIA] Suwu, Selvi Esther; Antonio, Ferdi
Polyglot Vol 20, No 1 (2024): January
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/pji.v20i1.6568

Abstract

Technology, especially the internet, is becoming the main platform and source of learning, so students understand more about the internet and social media and this can be an experience they feel so that it is likely to be expressed on social media. Schools can see opportunities to be able to attract consumer attention with the existence of experience stories about their schools (Brand Experience) on social media through the behavior of students who write them. The purpose of this study is to examine the influence of private school Brand Experience antecedents and their consequences on the behavior of XYZ High School students on social media. The research methodology is quantitative with 196 XYZ school respondents in South Tangerang, the data obtained is processed with SMART PLS ver 3. The results obtained are evidence of the influence of antecedents, namely positive Brand Identification on Brand Experience, resulting in consequences of student behavior that tells good things and promotions about XYZ schools (Advocacy Intention and EWOM) on social media. Bahasa Indonesia Abstrak Pandemi covid 19 membuat pembelajaran di sekolah yang biasa secara tatap muka menjadi online, sehingga untuk melakukannya memerlukan pengetahuan tentang teknologi dan mengakibatkan adanya penyesuaian bagi siswa juga sekolah. Teknologi terutama internet menjadi platform dan sumber utama pembelajaran, jadi siswa tambah mengerti tentang internet dan media sosial dan hal ini bisa jadi pengalaman yang mereka rasakan sehingga kemungkinan dituangkan di media sosial. Sekolah dapat melihat peluang untuk dapat menarik perhatian konsumen dengan adanya cerita pengalaman  mengenai sekolahnya (Brand Experience) di media sosial melalui perilaku siswa yang menuliskannya. Tujuan penelitian ini adalah ingin mengkaji pengaruh anteseden Brand Experience sekolah swasta dan konsekuensinya pada perilaku siswa SMA XYZ di media sosial. Metodologi penelitian ialah kuantitatif dengan 196 responden sekolah XYZ di Tangerang Selatan, data yang diperoleh diolah dengan SMART PLS ver 3. Hasil yang didapatkan adalah adanya bukti pengaruh anteseden yaitu Brand Identification yang positif terhadap Brand Experience sehingga menghasilkan konsekuensi perilaku siswa yang menceritakan hal baik dan promosi tentang sekolah XYZ (Advocacy Intention dan EWOM) di media sosial.
ANTESEDEN DAN KONSEKUENSI BRAND EXPERIENCE SEKOLAH SWASTA: STUDI EMPIRIS PERILAKU SISWA SMA XYZ DI MEDIA SOSIAL [ANTECEDENTS AND CONSEQUENCES OF PRIVATE SCHOOL BRAND EXPERIENCE: AN EMPIRICAL STUDY OF XYZ HIGH SCHOOL STUDENTS' BEHAVIOR ON SOCIAL MEDIA] Suwu, Selvi Esther; Antonio, Ferdi
Polyglot Vol 20 No 1 (2024): JANUARY
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/pji.v20i1.6568

Abstract

Technology, especially the internet, is becoming the main platform and source of learning, so students understand more about the internet and social media and this can be an experience they feel so that it is likely to be expressed on social media. Schools can see opportunities to be able to attract consumer attention with the existence of experience stories about their schools (Brand Experience) on social media through the behavior of students who write them. The purpose of this study is to examine the influence of private school Brand Experience antecedents and their consequences on the behavior of XYZ High School students on social media. The research methodology is quantitative with 196 XYZ school respondents in South Tangerang, the data obtained is processed with SMART PLS ver 3. The results obtained are evidence of the influence of antecedents, namely positive Brand Identification on Brand Experience, resulting in consequences of student behavior that tells good things and promotions about XYZ schools (Advocacy Intention and EWOM) on social media. Bahasa Indonesia Abstrak Pandemi covid 19 membuat pembelajaran di sekolah yang biasa secara tatap muka menjadi online, sehingga untuk melakukannya memerlukan pengetahuan tentang teknologi dan mengakibatkan adanya penyesuaian bagi siswa juga sekolah. Teknologi terutama internet menjadi platform dan sumber utama pembelajaran, jadi siswa tambah mengerti tentang internet dan media sosial dan hal ini bisa jadi pengalaman yang mereka rasakan sehingga kemungkinan dituangkan di media sosial. Sekolah dapat melihat peluang untuk dapat menarik perhatian konsumen dengan adanya cerita pengalaman  mengenai sekolahnya (Brand Experience) di media sosial melalui perilaku siswa yang menuliskannya. Tujuan penelitian ini adalah ingin mengkaji pengaruh anteseden Brand Experience sekolah swasta dan konsekuensinya pada perilaku siswa SMA XYZ di media sosial. Metodologi penelitian ialah kuantitatif dengan 196 responden sekolah XYZ di Tangerang Selatan, data yang diperoleh diolah dengan SMART PLS ver 3. Hasil yang didapatkan adalah adanya bukti pengaruh anteseden yaitu Brand Identification yang positif terhadap Brand Experience sehingga menghasilkan konsekuensi perilaku siswa yang menceritakan hal baik dan promosi tentang sekolah XYZ (Advocacy Intention dan EWOM) di media sosial.
Co-Authors Ade Andriani Renouw Adella, Adella Adhli, Yuma Luqman Andreas Chandra Santoso Andy Andy Annamaria Gabriela Anton Wachidin Widjaja Ariana, I Made Agus Aristo, Benny Asan, Sucipto Asep Hermawan Astika, Putri Austin, Ryan Bambang, Robertus Maria Betty Rahayu Boas Handoyo Christian, Joshua Christopher Noviandi Tupang Claudia, Maria Dicky Jhon Anderson Butarbutar Dinata, Freddy Djakasaputra, Arifin Elizabeth Haryanti Evi Untoro Fatimah Malini Lubis Febby Karissa Fitriani, Reni Fitriansyah, Fitriansyah Ginting, Magdalena Lestari Handoyo, Boas Harjono, Eko Ivan Henry Utama Putra I Made Agus Ariana Ilfi Rahmi Putri Innocentius Bernarto, Innocentius Jason Bustam Jason Jason Jordan Jeremy Josephine, Vania Joshua Christian Juliana Juliana Juliana Juliana, Juliana Karissa, Febby Kornelius, Stefani Mutiara Kresna Audito Larasati, Andini Lee, Jemimah Kezia Lia Kurnia Hartanti Marine Novita Meidy C. Elim Moksidy, Jevany Claudia Muhamad Rusadi Letasado Naomi Miryam Norasiya, Milka Anisya Pebriana, Regina Pramezwary, Amelda Pramintasari, Erina Pramono, Rudy Putri Astika Putri Utami Vallen Renaldo, Doddy Reno Prananditya Ashaf Ricca Ricca Ricca, Rica Ricca, Ricca Rio Alexandro Rocky Nagoya Roy G.A. Massie Roy Setiawan Sabrina O Sihombing Saksono, Lalang Santosa, Sonny Santoso, Anita Sevira Saputra, Muh Fauzan Satoto, Hari Hendriarti Selvi Esther Suwu, Selvi Esther Sembel, Jacquelinda Sandra Sidik, Nuraini Situmorang, Jimmy Muller Hasoloan sri sudiarti Sucipto Asan Sukirman Sukirman Sutanto, Eldaa Prisca Refianti Syamsul Ph.D M.A. Hadi Tan, Pauline H. Pattyranie Tansya Sushan Purnaningrum Theresia, Sherly Tiara, Karina Tjiptabudi, Vitta Waloni, Febryna Grace Maya Widiastuti, Annisa Zakia Wijaya, Reisa Melisa Wiyono, Stevie Pramudita Wuisan, Dewi Yusak Yusak