Pengaruh Social Media Marketing Terhadap Brand Equity, Brand Trust, Dan Brand Loyalty Pada Instagram Traveloka
Abstrak
Penelitian ini berjudul "Pengaruh Social Media Marketing Terhadap Brand Equity, Brand Trust, dan Brand Loyalty
pada Instagram Traveloka". Fokus utamanya adalah memahami pengaruh aktivitas pemasaran media sosial terhadap
brand trust, brand equity, dan brand loyalty pada platform Instagram Traveloka. Latar belakang penelitian ini berdasar
pada perkiraan industri pariwisata di Indonesia berkembang pesat bersamaan dengan maraknya penggunaan media
sosial yang mempengaruhi metode pemasaran. Fenomena dalam penelitian ini dieksplorasi dengan menggunakan
metode survei kuesioner yang menggunakan skala likert dengan kriteria pengguna media sosial Instagram dan aplikasi
Traveloka pada wilayah DKI Jakarta dan analisis SEM-PLS. Tujuan penelitian ini untuk mengidentifikasi pengaruh
social media marketing terhadap brand trust, brand equity, dan brand loyalty Traveloka di Instagram. Hal ini penting
mengingat pertumbuhan sektor pariwisata Indonesia dan peran penting media sosial dalam strategi pemasaran online
travel agents (OTA). Hasil penelitian menunjukkan bahwa social media marketing memiliki pengaruh signifikan
terhadap brand equity, brand trust, dan brand loyalty. Selain itu, faktor yang perlu diperhatikan adalah brand trust
karena memiliki pengaruh paling besar daripada variabel lainnya yang mengindikasikan bahwa kepercayaan
konsumen terhadap merek mempengaruhi persepsi nilai dan keinginan mereka untuk tetap setia terhadap merek
tersebut. Manfaat penelitian ini mencakup kontribusi teoritis dalam bidang manajemen, khususnya dalam aspek social
media marketing, brand trust, brand equity, dan brand loyalty, serta manfaat praktis bagi akademisi dan perusahaan
dalam merencanakan strategi pemasaran dan pengembangan bisnis.
Kata Kunci-social media marketing, brand trust, brand equity, brand loyalty, online travel agents.
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