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All Journal Media Riset Bisnis & Manajemen
Arwini Sumardi
Fakultas Ekonomi dan Bisnis Universitas Trisakti
Economics, Econometrics & Finance

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PERAN ELEMEN SOCIAL MEDIA MARKETING, CONSUMER BRAND ENGAGEMENT SEBAGAI STIMULUS TERHADAP BRAND LOYALTY Arwini Sumardi; Ganawati Ganawati
Media Riset Bisnis & Manajemen Vol. 21 No. 1 (2021): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (116.351 KB) | DOI: 10.25105/mrbm.v21i1.9749

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 .
DRIVERS DAN OUTCOMES DARI CREDIBILITY DAN PARASOCIAL INTERACTION TERHADAP PURCHASE INTENTION Dyah Astarini; Arwini Sumardi
Media Riset Bisnis & Manajemen Vol. 21 No. 2 (2021): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (679.23 KB)

Abstract

AbstrakTujuan – Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel-variabelPhysical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention.Desain/Metodologi/Pendekatan – Penyebaran kuesioner dilakukan secara online. Metode non-probability sampling dengan purposive sampling technique digunakan untuk memperoleh 200 responden. Pengujian data dilakukan dengan menggunakan SEM dengan software AMOSHasil Penelitian – Temuan dari penelitian ini adalah Physical Attractiveness berpengaruh positif terhadap Credibility, Physical Attractiveness tidak berpengaruh positif terhadap Parasocial Interaction, Attitude Homophily berpengaruh positif terhadap Credibility, Attitude Homophily tidak berpengaruh positif terhadap Parasocial Interaction, Social Attractiveness  berpengaruh positif terhadap Parasocial Interaction, relationship Building Motive berpengaruh positif terhadap Parasocial Interaction, Credibility berpengaruh positif terhadap Parasocial Interaction, Parasocial Interaction berpengaruh positif terhadap Purchase Intention, Credibility tidak berpengaruh ppositif terhadap Purchase Intention, Credibility berpengaruh positif terhadap Brand Attitude, Credibility berpengaruh positif terhadap Advertisement Attiude, Attitude toward Brand tidak berpengaruh positif terhadap Purchase Intention, dan Advertisement Attitude berpengaruh positif terhadap Purchase Intention.Keterbaruan/Nilai – Penelitian ini mengkombinasikan dua penelitian terdahulu dengan kajian senada & judul-judul yang berbeda; Pengaruh dari  Celebrity Credibility terhadap Brand Attitude  dan Purchase Intention; Pengaruh  dari Physical Attractiveness, Attitude Homophily, Social Attractivenes, Relationship Building Motive masing-masing terhadap Parasocial Interaction, dan pengaruh dari Parasocial Interaction terhadap Purchase Intention. Abstract                                            Purpose – This research aims is to analyse the impacts of Physical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention variables.Design/Methodology/Approach – Online questionaires are distributed and 200respondents are collected by using non-probability sampling method and purposive sampling technique. Structural Equation Model (SEM) with AMOS Software is used for hypothesis testing.Finding -  The findings are Physical Attractiveness has positive impact on Credibility, Physical Attractiveness has not positive impact on Parasocial Interaction; Attitude Homophily has positive impact on  Credibility, but has not positive impact on Parasocial Interaction; Social Attractiveness has positive impact on Parasocial Interaction; Relationship Building Motive has positive impact on Parasocial Interaction; Credibility positive impacts on Parasocial Interaction, also on Brand Attitude, and on Advertisement Attitude, but has not impact on Purchase Intention. Parasocial Interaction has not positive impact on Purchase Intention ;  Brand attitude has not positive impact on Purchase Intention; and  Advertisement Attitude has positive impact on Purchase Intention.
Co-Authors Dyah Astarini Ganawati Ganawati