Azzahra, Najmah Fathimah and Dr. Silvana Maulidah and Destyana E Pratiwi , (2022) Pengaruh Perceived Social Media Marketing Activities Terhadap Brand Loyalty Melalui Brand Awareness Sebagai Variabel Intervening (Studi Pada Perusahaan Fast Food). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan usaha yang kian meningkat membuat persaingan industri pun semakin kuat. Dengan diikuti maraknya pengguna media sosial di Indonesia dapat menjadi peluang serta pendorong bagi perusahaan untuk terlibat di dalamnya, khususnya dalam kegiatan pemasaran. Setiap perusahaan harus memiliki strategi pemasaran yang kuat guna memenangkan kompetisi pasar. Strategi pemasaran yang baik tentunya dapat meningkatkan tingkat penjualan, dimana hal tersebut merupakan tujuan suatu bisnis untuk memperoleh keuntungan. Salah satu metode strategi pemasaran yang dapat digunakan adalah social media marketing. Social media marketing merupakan strategi pemasaran yang dilakukan oleh suatu perusahaan dengan menggunakan media sosial dengan upaya untuk menjangkau konsumen yang lebih luas. Melalui media sosial, perusahaan mampu meningkatkan kesadaran konsumen terhadap suatu merek yang ditawarkan dan mampu menciptakan konsumen yang loyal. Kesadaran konsumen terhadap sebuah merek dapat memungkinkan terjadinya pembelian. Ketika konsumen merasa puas dengan kualitas yang diberikan oleh sebuah merek, maka tentunya konsumen akan memiliki komitmen dan loyalitas terhadap merek tersebut, sehingga akan melakukan pembelian ulang, serta dapat merekomendasikan kepada orang lain. Hal tersebut tentunya dapat membantu perusahaan untuk meningkatkan volume penjualan guna memperoleh profit yang besar. Promosi yang menggunakan media yang unik dan kreatif dapat menjadi salah satu faktor utama yang diharapkan mampu menarik konsumen untuk melakukan pembelian produk. Dengan demikian, penelitian penting untuk dilakukan untuk menganalisis pengaruh perceived social media marketing activities terhadap brand loyalty melalui brand awareness sebagai variabel intervening. Adapun tujuan dari penelitian ini adalah (1) Menganalisis pengaruh perceived social media marketing activities terhadap brand awareness; (2) Menganalisis pengaruh perceived social media marketing activities terhadap brand loyalty; (3) Menganalisis pengaruh brand awareness terhadap brand loyalty; (4) menganalisis pengaruh perceived social media marketing activities terhadap brand loyalty yang dimediasi oleh brand awareness; dan (5) Mengetahui elemen yang memiliki pengaruh paling tinggi dan paling rendah dalam mempengaruhi perceived social media marketing activities. Jenis penelitian ini adalah deskriptif kuantitatif. Penentuan lokasi penelitian yaitu KFC Indonesia yang dilakukan pada bulan Februari – Maret 2022. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari kuesioner yang disebar melalui media sosial dengan Google Form kepada 150 responden secara convenience sampling dan data sekunder yang diperoleh dari jurnal dan website untuk memperoleh data yang relevan dengan penelitian. Metode yang digunakan dalam penelitian ini adalah deskriptif dan Structural Equation Modeling (SEM) dengan bantuan software Amos versi 22. Penelitian ini memiliki empat vii hipotesis, yaitu (1) Perceived social media marketing activities berpengaruh signifikan terhadap brand awareness; (2) Perceived social media marketing activities berpengaruh signifikan terhadap brand loyalty; (3) Brand awareness berpengaruh signifikan terhadap brand loyalty; dan (4) Perceived social media marketing activities berpengaruh signifikan terhadap brand loyalty melalui brand awareness sebagai variabel intervening. Hasil penelitian menunjukkan bahwa perceived social media marketing activities berpengaruh signifikan terhadap brand awareness dengan nilai CR (4,957) > 1,96 dan nilai P (0,000) < 0,05, sehingga dapat dikatakan H1 diterima. Hasil selanjutnya menunjukkan bahwa perceived social media marketing activities tidak berpengaruh signifikan terhadap brand loyalty dengan nilai CR (1,182) < 1,96 dan nilai P (0,237) > 0,005, sehingga dapat dikatakan H2 ditolak. Hasil berikutnya menunjukkan bahwa brand awareness berpengaruh signifikan terhadap brand loyalty dengan nilai CR (2.393) > 1,96 dan nilai P (0,017) < 0,05, sehingga dapat dikatakan H3 diterima. Hasil terakhir menunjukkan bahwa perceived social media marketing activities berpengaruh signifikan terhadap brand loyalty melalui brand awareness sebagai variabel intervening sebesar 0,343 dengan. nilai probabilitas (0,09) < 0,05, sehingga dapat dikatakan bahwa H4 diterima. Selain itu, hasil penelitian juga menunjukkan elemen yang memiliki pengaruh paling tinggi hingga yang paling rendah terhadap perceived social media marketing activities. Adapun elemen tersebut secara berurut yaitu entertainment, advertisement, interaction, Word of Mouth, customization, perceived risk, dan trendiness
English Abstract
The increasing growth of fast food businesses make industry competition is getting stronger. Followed by the rise of social media users in Indonesia can be an opportunity and incentive for companies to involved in it, especially in marketing activities. Every companies must have a strong marketing strategy to win the market competition. A good marketing strategy can certainly increase the sales, which is the goal of a business to make a profit. One of the method of marketing strategy that can be used is social media marketing. Social media marketing is a marketing strategy that is carried out by the company by using social media in attempt to reach a wider range of consumers. Through social media, companies are able to increase the awareness of consumers towards a brand and able to create loyal consumers. Brand awareness can influence consumers to make purchases. When consumers are satisfied with the quality that provided by a brand, they will have a commitment and loyalty to the brand, so they will do repurchase, and recommend it to others. It can help companies to increase the sales volume in order to earn big profits. Promotions that use unique media and creative can be one of the main factors that are expected to attract consumers to buy the products. Thus, this research important to do to analyze the impact of Social Media Marketing Activities towards Brand Loyalty through Brand Awareness as an intervening variable. The objectives of this research are (1) Analyze the impact of perceived social media marketing activities on brand awareness; (2) Analyze the impact of perceived social media marketing activities on brand loyalty; (3) Analyze the impact of brand awareness on brand loyalty; (4) to analyze the impact of perceived social media marketing activities on brand loyalty that mediated by brand awareness; and (5) Find out the elements that have the highest and lowest influence on perceived social media marketing activities. This type of research is descriptive quantitative. Determination of the research location is KFC Indonesia which was carried out in February - March 2022. The data that used in this study were primary data that obtained from questionnaires distributed through social media using Google-Form to 150 respondents by convenience sampling and secondary data obtained from journals and websites to obtain data relevant to research. The analysis method that used in this study is descriptive and Structural Equation Modeling (SEM) with Amos 22nd version software. This study has four hypotheses, which are (1) Perceived social media marketing activities have a significant impact on brand awareness; (2) Perceived social media marketing activities have a significant impact on brand loyalty; (3) Brand awareness has a significant impact on brand loyalty; and (4) Perceived social media marketing activities have a significant impact on brand loyalty through brand awareness as an intervening variable. This research found that perceived social media marketing activities have a significant effect on brand awareness with CR value (4.957) > 1.96 and P value ix (0.000) < 0.05, so it can be said that H1 is accepted. Further result shows that perceived social media marketing activities have no significant impact on brand loyalty with CR value of (1,182) < 1.96 and P value (0.237) > 0.005, so it can be said that H2 is rejected. The next result shows that brand awareness has a significant impact on brand loyalty with CR value (2.393) > 1.96 and P value (0.017) < 0.05, so it can be said that H3 is accepted. The final result shows that perceived social media marketing activities have a significant impact on brand loyalty through brand awareness as an intervening variable of 0.343 and the probability value (0.09) <0.05, so it can be said that H4 is accepted. In addition, the results of the study also show the elements that have the highest to the lowest influence on perceived social media marketing activities, which are entertainment, advertisement, interaction, Word of Mouth, customization, perceived risk, nd trendiness.
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040262 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 03 Jan 2023 02:49 |
| Last Modified: | 03 Jan 2023 02:49 |
| URI: | http://repository.ub.ac.id/id/eprint/196533 |
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