PENGARUH PEMASARAN MEDIA SOSIAL INSTAGRAM TERHADAP CUSTOMER BRAND ENGAGEMENT DAN BRAND LOYALTY
Abstract
Abstrak
Pemasaran media sosial menjadi salah satu sarana promosi yang efektif bagi berbagai brand. Salah satu media sosial yaitu Instagram yang paling banyak digunakan pengguna karena terdapat fitur-fitur dan kesempatan untuk membuat konten visual yang dapat menarik perhatian pengguna lain. Seiring maraknya “local pride”, kosmetik lokal masuk ke pasar dan dapat menaikkan pertumbuhan pasar kosmetik dari tahun ke tahun. merek kosmetik lokal memanfaatkan media sosial sebagai jalur pemasaran dengan melakukan interaksi dengan konsumen dan membagikan informasi terkait produk hingga produk kosmetik menjadi viral karena dianggap tren di media sosial. Jenis penelitian ini menggunakan pendekatan kuantitatif karena penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dari interactivity, informativeness, trendiness terhadap customer brand engagement dan brand loyalty pada merek kosmetik lokal. Sampel yang digunakan adalah konsumen wanita yang menggunakan merek kosmetik lokal dan mengikuti media sosial merek kosmetik lokal. Metode penelitian ini dilakukan dengan survei dengan penarikan sampel yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner. Metode analisis data menggunakan SEM (Structural Equation Model) dan hypothesis testing untuk menilai hasil penelitian. Hasil penelitian ini menunjukkan bahwa interactivity tidak berpengaruh positif terhadap customer brand engagement, informativeness berpengaruh positif terhadap customer brand engagement, trendiness berpengaruh positif customer brand engagement, dan customer brand engagement berpengaruh positif terhadap customer brand engagement.
Kata Kunci : interactivity; informativeness; trendiness; customer brand engagement; brand loyalty
Abstract
Social media marketing is an effective means of promotion for brands. One of the social media, namely Instagram, is the most widely used by users because there are features and opportunities to create visual content that can attract the attention of other users. Along with the growing "local pride" mindset, local cosmetics enter the market and can increase the growth of the cosmetics market from year to year. Local cosmetic brands use social media as a marketing channel by interacting with consumers and sharing product-related information so that cosmetic products become viral because they are considered trends on social media. This type of research uses a quantitative approach because this study aims to examine and analyze the positive effects of interactivity, informativeness, trendiness on customer brand engagement and brand loyalty on local cosmetic brands. The sample used is female consumers who use local cosmetic brands and follow local cosmetic brand social media. This research method was conducted by survey with the sampling used is nonprobability sampling with purposive sampling technique. The data collection technique was carried out by distributing questionnaires. Methods of data analysis using SEM (Structural Equation Model) and hypothesis testing to assess research results. The results of this study indicate that interactivity has no positive effect on customer brand engagement, informativeness has a positive effect on customer brand engagement, trendiness has a positive effect on customer brand engagement, and customer brand engagement has a positive effect on customer brand engagement
Keywords: interactivity; informativeness; trendiness; customer brand engagement; brand loyalty
Keywords
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DOI: https://doi.org/10.25134/equi.v20i02.7454
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