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All Journal Studi Ilmu Manajemen dan Organisasi Proceeding National Conference Business, Management, and Accounting (NCBMA)
Rayo, Natashia Merrylien
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Economics, Econometrics & Finance Social Sciences

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LIKE, COMMENT AND SHARE: THE INTERPLAY OF SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND PERSONALITY Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Although there is a lot of research that discusses social media marketing, there is still not much that discusses the relationship between social media marketing and brand personality, especially not yet found research on social media marketing and brand personality involving brand gestalt variables. Therefore, this study aims to analyze the influence of social media marketing (SMM) on brand personality with brand gestalt as mediating variable on Starbucks Indonesia customers. This study used a quantitative descriptive method using primary data obtained from 232 respondents of Starbucks Indonesia customers within 3 months. The data analysis process uses the Structural Equation Model (SEM) which is carried out through the SmartPLS statistical program. The results of the study show that SMM does not have a direct positive and significant impact on brand personality but has a positive and significant impact on brand gestalt dimensions and their gestalt dimensions also have a positive and significant impact on brand personality. Furthermore, brand gestalt dimension fully mediates the effect of SMM on brand personality. This research provides additional literacy on SMM, brand personality and brand gestalt and provides information to practitioners in using SMM and brand gestalt in forming their brand personality.
Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Studi Ilmu Manajemen dan Organisasi Vol. 5 No. 2 (2024): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v5i2.3542

Abstract

Purpose: This study aims to explore the relationship between social media marketing (SMM), brand personality, and brand gestalt, with a particular focus on the mediating role of brand gestalt among.Methodology: The research was conducted among 232 customers of Starbucks Indonesia, utilizing a quantitative descriptive approach. The Structural Equation Modelling (SEM) method was employed, with data analysis carried out using the SmartPLS statistical program.Results: The study found that SMM has a positive and significant impact on the dimensions of brand gestalt, namely story, sensescape, servicescape, and stakeholders. These dimensions, in turn, significantly influence brand personality. Additionally, the brand gestalt dimensions fully mediate the relationship between SMM and brand personality.Conclusions: This study aims to examine the impact of social media marketing on brand personality, with brand gestalt serving as a mediating variable, focusing on Starbucks consumers in Indonesia.Limitations: The study is limited by its focus on Starbucks Indonesia customers, which may affect the generalizability of the findings to other brands or regions.Contribution: The study is one of the first empirical works to integrate social media marketing, brand personality, and brand gestalt. It offers valuable insights for practitioners on how to effectively leverage SMM and brand gestalt to shape brand personality.
LIKE, COMMENT AND SHARE: THE INTERPLAY OF SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND PERSONALITY Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Although there is a lot of research that discusses social media marketing, there is still not much that discusses the relationship between social media marketing and brand personality, especially not yet found research on social media marketing and brand personality involving brand gestalt variables. Therefore, this study aims to analyze the influence of social media marketing (SMM) on brand personality with brand gestalt as mediating variable on Starbucks Indonesia customers. This study used a quantitative descriptive method using primary data obtained from 232 respondents of Starbucks Indonesia customers within 3 months. The data analysis process uses the Structural Equation Model (SEM) which is carried out through the SmartPLS statistical program. The results of the study show that SMM does not have a direct positive and significant impact on brand personality but has a positive and significant impact on brand gestalt dimensions and their gestalt dimensions also have a positive and significant impact on brand personality. Furthermore, brand gestalt dimension fully mediates the effect of SMM on brand personality. This research provides additional literacy on SMM, brand personality and brand gestalt and provides information to practitioners in using SMM and brand gestalt in forming their brand personality.
Co-Authors Deske W. Mandagi Rayo, Edwina Fabiola