PERAN AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP CUSTOMER BRAND ENGAGEMENT DAN DAMPAKNYA BAGI BRAND LOYALTY DI AKUN INSTAGRAM STARBUCKS INDONESIA

Atikah Nur Fauziyah, Yoestini Yoestini

Abstract


The purpose of this study is to explore the influence of interactive, informative, and social media marketing trends on customer brand engagement and the consequences for the brand loyalty of the @starbucksindonesia Instagram account. The population used in this study is followers and customers on accounts Instagram @starbucksindonesia in Semarang City. In taking the sample, the researcher used a purposive sampling method and distributed the Google form questionnaire as the instrument. SEM (Structural Equation Mode) with SMART PLS 3 is used in this study to carry out validity tests, reliability tests, coefficient of determination tests (Adjusted R Square) and t tests. The results of this study indicate an informative variable. The trend variable has a significant positive effect on customer brand involvement and brand loyalty except interactive.

Keyword : Interactive, Interactivity, Informative, Trend, Trendy, Customer Brand Engagement, dan Brand Loyalty

Full Text:

PDF

References


Ajitha, S., & Sivakumar, V. J. (2019). The moderating role of age and gender on the attitude towards new luxury fashion brands. Journal of Fashion Marketing and Management, 23(4), 440–465. https://doi.org/10.1108/JFMM-05-2018-0074

Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53(Februari 2020). https://doi.org/10.1016/j.jretconser.2019.01.016

Bozkurt, A., Jung, I., Xiao, J., Vladimirschi, V., Schuwer, R., Egorov, G., Lambert, S. R., Al-Freih, M., Pete, J., Olcott, D., Rodes, V., Aranciaga, I., Bali, M., Alvarez, A. V, Roberts, J., Pazurek, A., Raffaghelli, J. E., Panagiotou, N., De Coëtlogon, P., … Paskevicius, M. (2020). A global outlook to the interruption of education due to COVID-19 Pandemic: Navigating in a time of uncertainty and crisis. Asian Journal of Distance Education, 15(1), 1–126. https://doi.org/10.5281/zenodo.3878572

Chan, Nga & Denizci Guillet, B. (2011). Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4), 345–368. https://doi.org/10.1080/10548408.2011.571571

Chang, W. J. (2021). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014

Cheung, M. L., Pires, G., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence and Planning, 38(4), 523–541. https://doi.org/10.1108/MIP-12-2018-0587

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39. https://doi.org/10.1108/YC-07-2016-00622

Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206. https://doi.org/10.1016/j.chb.2019.01.026

Hazzam, J. (2022a). The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network. Young Consumers, 23(2), 197–212. https://doi.org/10.1108/YC-03-2021-1296

He, W., Tian, X., & Wang, F. K. (2019). Innovating the customer loyalty program with social media: A case study of best practices using analytics tools. Journal of Enterprise Information Management, 32(5), 807–823. https://doi.org/10.1108/JEIM-10-2018-0224

Hidayah, A. (2019). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY MELALUI CUSTOMER ENGAGEMENT PADA WARDAH COSMETICS (Studi Pada Pengikut Akun instagram @wardahbeauty).

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Hollebeek, L. D., Sprott, D. E., Andreassen, T. W., Costley, C., Klaus, P., Kuppelwieser, V., Karahasanovic, A., Taguchi, T., Ul Islam, J., & Rather, R. A. (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing, 53(9), 2018–2023. https://doi.org/10.1108/EJM-09-2019-970

Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004

Joseph F Hair; Jr.; G. Tomas M. Hult; Christian M. Ringle; Marko Sarstedt. (2017). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second Edi). Sage Publications.

Kaur, H., Paruthi, M., Islam, J. U., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46. https://doi.org/10.1016/j.tele.2019.101321

Kusumasondjaja, S. (2020). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram. Journal of Fashion Marketing and Management, 24(1), 15–31. https://doi.org/10.1108/JFMM-02-2019-0019

Loureiro, S. M. C., Serra, J., & Guerreiro, J. (2019). How Fashion Brands Engage on Social Media: A Netnography Approach. Journal of Promotion Management, 25(3), 367–378. https://doi.org/10.1080/10496491.2019.1557815

Oliver, R. L. (1999). Whence Consumer Loyalty ? Journal of Marketing, Vol. 63(Whence Consumer Loyalty), Pages 33-44.

Palomba, A. (2022). Building OTT brand loyalty and brand equity: Impact of original series on OTT services. Telematics and Informatics, 66(September 2021), 101733. https://doi.org/10.1016/j.tele.2021.101733

Radhitama, J. I. (2018). Analisis Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Equity Sebagai Variabel Mediasi Pada Akun Instagram @gojekindonesia (Studi Pada Konsumen GO-JEK di Kota Malang). Jurnal Ilmiah Mahasiswa FEB, 6(2), 1–17.

Samala, N., & Katkam, B. S. (2020). Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement. Young Consumers, 21(2), 233–253. https://doi.org/10.1108/YC-12-2018-0902

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001

Toor, A., & Husnain, M. (2017). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan : Consumer Engagement as a Mediator. January.

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001




DOI: http://dx.doi.org/10.29040/jie.v8i2.13821

Refbacks

  • There are currently no refbacks.