Pengaruh Social Media Marketing Terhadap Customer Response Melalui Mediasi Brand Equity Pada Easybook
Abstrak
Semakin berkembangnya era digitalisasi memperkuat peran media sosial. Media sosial sekarang dapat digunakan oleh
bisnis sebagai strategi pemasaran, bukan hanya untuk penggunaan individu. Berbagai online travel agent di
Indonesiayang memiliki fokus layanan pada pemesanan tiket bus menggunakan media sosial Instagram sebagai sarana
pemasarannya. Salah satunya EasyBook. Namun, pengimplementasiannya masih mendapatkan respon yang kurang
baik dari pelanggan. Hal ini terlihat dari jumlah rata – rata engagement yang menandakan e-Wom dan komitmen
dalam Instagram EasyBook perlu ditingkatkan. Tujuan dari penelitian ini untuk mengetahui bagaimana pemasaran
media sosial mempengaruhi respon pelanggan yang dimediasi brand equity. Brand equity dilihat sebagai bagaimana
konsumen memandang nilai merek tersebut, dalam hal ini kesadaran merek dan citra merek. Metode kuantitatif
digunakan dalam penelitian ini dengan 385 responden yang memiliki kriteria sebagai orang Indonesia sebagai
pengikut Instagram EasyBook atau individu yang pernah melihat konten Instagram EasyBook dan individu yang
pernah menggunakan EasyBook. PLS – SEM digunakan sebagai teknik analisis data. Hasil menunjukkan bahwa
pemasaran media sosial membentuk ekuitas merek sebelum akhirnya membentuk respon pelanggan. Investasi pada
ekuitas merek dapat meningkatkan respon pelanggan.
Kata Kunci-pemasaran media sosial, ekuitas merek, kesadaran merek, citra merek, respon pelanggan, e-WOM,
komitmen.
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