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All Journal Tajdida Ecoducation
Nur Ghaffar, Ikbal
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Economics, Econometrics & Finance Education

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Pengaruh Sosial Media Marketing Terhadap Ketertarikan Konsumen Melalui Hedonic dan Fungsional Brand Image: The Influence of Social Media Marketing on Consumer Interest Through Hedonic and Functional Brand Image Nur Ghaffar, Ikbal; Praswati, Aflit Nuryulia
Economic and Education Journal (Ecoducation) Vol. 7 No. 1 (2025): Economic and Education Journal (Ecoducation)
Publisher : Pendidikan Ekonomi, Universitas Insan Budi Utomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/ecoducation.v7i1.1463

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap ketertarikan konsumen melalui Hedonic dan Functional Brand Image. Social Media Marketing telah menjadi strategi utama bagi perusahaan dalam membangun citra merek dan menarik minat konsumen. Citra merek hedonis berfokus pada aspek emosional dan kesenangan, sedangkan citra merek fungsional menekankan pada manfaat dan kualitas produk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 150 responden yang aktif menggunakan media sosial seperti Instagram, TikTok, dan Facebook. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif terhadap Hedonic Brand Image dan Functional Brand Image. Selain itu, Hedonic Brand Image dan Functional Brand Image berpengaruh signifikan terhadap ketertarikan konsumen. Functional Brand Image juga terbukti memediasi hubungan antara Social Media Marketing dan ketertarikan konsumen, menunjukkan bahwa pemasaran digital yang efektif dapat meningkatkan persepsi fungsional terhadap suatu merek dan mendorong minat pembelian. Penelitian ini memberikan implikasi bagi perusahaan dalam merancang strategi pemasaran digital yang lebih efektif dengan menyeimbangkan aspek emosional dan fungsional dalam membangun citra merek.
KHOIRU UMMAH DAN TANGGUNG JAWAB SOSIAL (UNSUR MPM DAN LAZISMU) Nur Ghaffar, Ikbal
Tajdida: Jurnal Pemikiran dan Gerakan Muhammadiyah Vol 20, No 1 (2022): Juni
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

The purpose of this study is to discuss the role of MPM (Majelis Pendidikan Dasar dan Menengah (Majelis Pendidikan Primer dan Menengah Tum) and Lazismu (Lembaga Amil Zakat, Infaq, and Sedekah Muhammadiyah) in creating Khoiru Ummah as well as better social responsibility through education and social welfare. This study briefly discusses the understanding of Khoiru Ummah Muhammadiyah, the role of MPM in creating a good and quality educational environment, and the role of Lazismu in managing zakat, infaq, and alms to improve the social welfare of the community. The result of this research is that MPM and Lazismu have an important role in creating Khoiru Ummah and social responsibility by contributing to the field of education and social welfare. In this study, several suggestions were also explained for MPM and Lazismu in improving service quality, synergy with other institutions, developing innovative and effective programs, and optimizing the use of information technology. It is hoped that by carrying out these suggestions, MPM and Lazismu can continue to contribute in creating a better Khoiru Ummah Muhammadiyah and provide greater benefits to the community.
Co-Authors Aflit Nuryulia Praswati