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All Journal Journal of Economics and Business UBS EBID:Ekonomi Bisnis Digital
Fatik Rahayu
Program Studi Manajemen, Universitas Trisakti Jakarta
Economics, Econometrics & Finance

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Konsekuensi Aktivitas Pemasaran terhadap Brand Love dalam Industri Kopi melalui Brand Equity di Instagram Pada Kopi Janji Jiwa Fatik Rahayu; Isa Aulia Januar; Muhammad Ary Al Razak
Journal of Economics and Business UBS Vol. 13 No. 5 (2024): Journal of Economics and Business UBS
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v13i5.2493

Abstract

Perkembangan teknologi dan penggunaan internet memberikan kemajuan diseluruh aspek dalam kehidupan tidak terkecuali aspek pemasaran. Kehadiran sosial media memberikan peluang bagi perusahaan untuk memaksimalkan aktivitas pemasaran dalam meningkatkan brand equity dan meningkatkan brand love di hati konsumen. Penelitian ini bertujuan untuk mengetahui dampak Instagram marketing dalam menciptakan ekuitas merek di benak konsumen serta dampaknya kepada brand love. Penelitian model kuantitatif ini dilakukan dengan menggunakan 206 responden sebagai sampel dengan populasi yang merupakan konsumen Kopi Janji Jiwa. Metode structural equation modeling (SEM) dikembangkan untuk menguji hipotesis penelitian yang diolah menggunakan AMOS. Hail pengujian mengungkapkan bahwa aktivitas pemasaran Instagram memberikan pengaruh positif terhadap masing-masing indikator brand equity serta memberikan dampak pada brand loves
ANTECEDENTS AND CONSEQUENCES OF INSTAGRAM INFLUENCER OPINION LEADERSHIP Muhammad Alvi Reza; Fatik Rahayu
EBID: Ekonomi Bisnis Digital Vol 3, No 1 (2025): Juli
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v3i1.414

Abstract

With increasing consumer awareness particularly among men of the importance of appearance and facial skin health. This growth is also driven by the role of social media and influencers acting as opinion leaders in introducing skincare products to the public. One local brand competing in this market is Kahf, which faces challenges in building consumer loyalty amidst intense market competition. This study adopts a hypothesis testing design to examine the antecedents and consequences of opinion leadership displayed by Instagram influencers. Primary data were collected through a Google Form from 200 Kahf consumers in Jakarta and analyzed using SmartPLS. The findings indicate that perceived originality, perceived uniqueness, and perceived quality have a positive influence on opinion leadership, while perceived quantity does not show a significant effect. Furthermore, opinion leadership is found to have a positive impact on purchase intention, purchase behaviour, and purchase loyalty of Kahf consumers.
Co-Authors Isa Aulia Januar Muhammad Alvi Reza Muhammad Ary Al Razak