Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Ekuitas Merek dan Loyalitas Merek Pada Konsumen Muslim Marketplace Lazada

Wilda Nailufar, Yoestini Yoestini


This research aims to determine the influence of Social Media Marketing Activities on Brand Equity and Brand Loyalty among Lazada Marketplace ConsumersTo gain a more comprehensive understanding of social media marketing from brands, it is important to examine the influence of social media marketing activities on brand building in various product and service contexts.The results of the analysis show that social media marketing activities have a significant effect on brand awareness, brand image and brand loyalty. These results are in accordance with the results of research conducted by Ismail, (2017), Seo&Park (2018), Bilgin (2018), and Malarvizhi, et al. (2022). The SOR theory underlies this research where every process of social media's effects on individuals begins with attention to several media messages. This shows that the public receives a stimulus, namely consumer exposure to a brand's social media which then has an influence on the public and produces a response including trust, purchase commitment and loyalty to a brand.

Full Text:



Agatha, M. (2018). Analisis Pengaruh Harga Terhadap Keputusan Pembelian Batik Barong Gung Tulungagung. STKIP PGRI Tulungagung, 3(2), 27–35.

Anggraini, V.A. dan Hananto, A. 2020. “The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty.” AFEBI Management and Business Review (AMBR) Vol.05 No.01 June 2020.

Barreda, A.A., Bilgihan, A., Nusair, K., Okumus, F. 2015. “Generating brand awareness in online social networks.” Comput. Hum. Behav. 50, 600–609.

Bilgin Y. 2018. The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty, BMIJ, (2018), 6(1): 128-148. doi:

Cheung, M.L., Pires, G., dan Rosenberger, P.J. 2020. :The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge.” Asia Pacific Journal of Marketing and Logistics Vol. 32 No. 3, 2020 pp. 695-720.

Erdogmus, I.E., dan Cicek, M. 2012. “The impact of social media marketing on brand loyalty.” Procedia Social and Behavioral Sciences 58 (2012): 1353–1360. DOI: 10.1016/j.sbspro.2012.09.1119

Febrian, A. et al. 2022. “The Role of Social Media Activities to Enhance Brand Equity.” Journal of Economics, Business, and Accountancy Ventura Vol. 25, No. 1, April – July 2022, pages 20 – 30. DOI: 10.14414/jebav.v25i1.2881.

Ferdinand, Augusty. 2002. Metode Penelitian Manajemen : Pedoman penelitian untuk Skripsi, Tesis, dan Desertasi Ilmu Manajemen. Semarang : Badan Penerbit Universitas Diponegoro.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., Singh, R. 2016. “Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior.” J. Bus. Res. 69 (12), 5833–5841.

Grubor, A., Djokic, I., dan Milovanov, O. 2017. “The Influence Of social Media Communication On Brand Equity: The Evidence For Environmentally Friendly Products.” Applied Ecology And Environmental Research 15(3): 963-983. DOI:

Hafez, M. 2022. “Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness.” International Journal of Information Management Data Insights 2 (2022) 100140. DOI:

Hair, et al.,2014. Multivariante Data Analysis. Edinburgh Gate. England : Pearson Education Inc.

Huang, T.K., et al., 2018. “How does social media interactivity affect brand loyalty?.” Proceedings of the 51st Hawaii International Conference on System Sciences. DOI:

Ismail, A.R. 2017. “The influence of perceived social media marketing activities on brand loyalty The mediation effect of brand and value consciousness.” Asia Pacific Journal of Marketing and Logistics Vol. 29 No. 1, 2017 pp. 129-144. DOI 10.1108/APJML-10-2015-0154

Jibril, A.B., et al., 2019. “The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community.” Cogent Business & Management, 6:1, 1673640. DOI:

Ko, E., dan Kim, A.J. 2012. “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand.” Journal of Business Research 65 (2012) 1480–1486. DOI:

Koay, K.Y., et al., 2020. “Perceived social media marketing activities and consumer-based brand equity.” Asia Pacific Journal of Marketing and Logistics Vol. 33 No. 1, 2021 pp. 53-72. DOI:

Malarvizhi, C.A. et al. 2022. “Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets”. Heliyon 8 (2022) Published by Elsevier Ltd.

Nobar, H.B.K, Kalejahi, H.K., dan Rostamzadeh, R. 2020. “Impact of social media marketing activities on brand equity and brand commitment in the leather industry.” Int. J. Business Excellence, Vol. 20, No. 2, 2020.

Rimadias, S., Alvionita, N., dan Amelia, A. P. 2021. “Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia.” The Winners, 22(2), 173-182.

Savitri, C., Hurriyati, R., Wibowo, L.A., Hendrayati, H., 2022. “The role of social media marketing and brand image on smartphone purchase intention.” Int. J. Data Netw. Sci. 6 (1), 185–192.

Sekaran, Uma dan Bougie, Roger. 2016. Research Methods For Business: A Skill Building Approach, 7th Edition.

Seo, E.J., dan Park, J.W. 2018. “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry.” Journal of Air Transport Management 66 (2018), 36–41.

Simbolon, F. P., Nurcholifa, R. A., dan Safarina, M. 2022. “The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee.” Binus Business Review, 13(1), 57−66.

Sugiyono. 2013. Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: ALFABETA.

Yadav, M., dan Rahman, Z. 2017. “Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation.” Telematics and Informatics 34 (2017) pp. 1294–1307.

Yadav, M., dan Rahman, Z. 2018. “The influence of social media marketing activities on customer loyalty A study of e-commerce industry.” Benchmarking: An International Journal Vol. 25 No. 9, 2018 pp. 3882-3905. DOI 10.1108/BIJ-05-2017-0092


  • There are currently no refbacks.