Peran Brand Awareness Dan Brand Image Dalam Memediasi Pengaruh Social Media Marketing Activity Terhadap E-wom Dan Komitmen Pelanggan Tokopedia

Intan Lestari Adriana, Teguh Widodo

Abstract

Abstrak Tokopedia merupakan salah satu e-Commerce di Indonesia. Seiring berjalannya waktu, dunia bisnis ecommerce mulai menggunakan social media dalam kegiatan pemasaranya,disebut sebagai Sosial Media Marketing Activity (SMMA).Dalam media sosial, terdapat komunikasi dua arah dimana pengirim dan penerima pesan bisa berinteraksi secara langsung dan bertukar informasi secara online atau dapat disebut juga electronic word of mouth(e-WOM). Tujuan penelitian ini mengetahui pengaruh dari kegiatan pemasaran media social (SMMA) pada brand Image,Brand awareness,E-Wom dan Komitmen pelanggan Tokopedia.Penelitian menggunakan metode kuantitatif. Sampel dalam penelitian ini berjumlah 291 responden. Pengumpulan data pada penelitian ini dilakukan dengan menyebar kuesioner secara online melalui Google form.Teknik analisis data yang digunakan pada penelitian ini adalah metode structural equation modelling (SEM) dengan menggunakan software LISREL 8.8. Berdasarkan hasil penelitian, Social Media Marketing Activity berpengaruh secara positif dan signifikan terhadap Brand Awareness, Social Media Marketing Activity berpengaruh secara positif dan signifikan terhadap Brand Image, Brand Awareness tidak berpengaruh secara positif dan signifikan terhadap E-wom , Brand Image berpengaruh secara positif dan signifikan terhadap e-Wom, Brand Awareness berpengaruh secara positif dan signifikan terhadap Commitmen, Brand Image berpengaruh secara positif dan signifikan terhadap Commitmen, Social Media Marketing Activity berpengaruh positif dan signifikan secara tidak langsung terhadap E-Wom melalui Brand Image dan Brand Awareness, Social Media Marketing Activity berpengaruh positif dan signifikan secara tidak langsung terhadap Kommitmen melalui Brand Image dan Brand Awareness. Kata Kunci :Social Media Marketing Activity, Brand Awareness, Brand Image, E-wom ,Komitmen,Tokopedia, SEM . Abstract Tokopedia is one of the e-Commerce in Indonesia. The world of e-commerce businesses began using Social media in its marketing activities, referred to as Social Media Marketing Activity (SMMA). In Social Media, there are two-way communication where the sender and recipient of the message can interact directly and exchange information online or can also be called electronic word of mouth (e-WOM). The purpose of this study is to determine the effect of social media marketing activities (SMMA) on brand image, brand awareness, E-Wom and Tokopedia customer commitment. Research uses quantitative methods,. The sample in this study amounted to 291 respondents. The technique used is non-probability using convenience sampling. Data collection in this study was conducted by distributing questionnaires online through the Google form. And the data analysis technique used in this study is the structural equation modeling (SEM) method using LISREL 8.8 software .Based on the results of the study, Social Media Marketing Activity has a positive and significant effect on Brand Awareness, Social Media Marketing Activity has a positive and significant effect on Brand Image, Brand Awareness has no positive and significant effect on E-wom, Brand Image has a positive and significant effect towards e-Wom, Brand Awareness has a positive and significant effect on Commitment, Brand Image has a positive and significant effect on Commitment, Social Media Marketing Activity has a positive and significant indirect effect on E-Wom through Brand Image and Brand Awareness, Social Media Marketing Activity has a positive and significant effect indirectly on commitment through Brand Image and Brand Awareness. Keywords: Social Media Marketing Activity, Brand Awareness, Brand Image, E-wom, Commitment, Tokopedia, SEM. Keywords: Social Media Marketing Activity, Brand Awareness, Brand Image, E-wom, Commitment, Tokopedia, SEM

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