DAMPAK SOCIAL MEDIA MARKETING (SMM) TERHADAP BRAND EQUITY (BE) (Studi pada Pengguna Fanspage Tokopedia di Facebook) - Jati Waluyo, - (2021)
Tujuan dari penelitian ini adalah untuk menguji dampak penggunaan Social Media Marketing (SMM) terhadap Brand Equity (BE). Penelitian ini dilakukan kepada pengguna Fanspage Tokopedia di Facebook. Metode penelitian menggunakan metode deskriptif dan verifikatif melalui pendekatan kuantitatif menggunakan survei kepada 215 responden yang dipilih dengan menggunakan teknik probability sampling. Data yang diperoleh dianalisis dengan teknik Structural Equation Model (SEM) dengan bantuan program AMOS 23 for Windows. Hasil penelitian ini menunjukkan bahwa Social Media Marketing (SMM) berpengaruh positif dan signifikan terhadap Brand Equity (BE). Analisis selanjutnya menunjukkan bahwa variabel Identity dan Conversation berpengaruh positif dan signifikan terhadap Brand Awareness. Sedangkan variabel Presence berpengaruh negatif dan tidak signifikan terhadap Brand Awareness. Sharing berpengaruh positif dan signifikan terhadap Brand Association. Reputation berpengaruh negatif dan signifikan terhadap Perceived Quality. Selanjutnya dalam hal Brand Loyalty, variabel Relationship dan Group berpengaruh negatif dan tidak signifikan terhadap Brand Loyalty. Kesimpulannya, Brand Equity (BE) Tokopedia secara dominan dipengaruhi oleh Identity terhadap Brand Awareness dan Sharing terhadap Brand Association. Kata Kunci: Brand Equity, Social Media Marketing, dan e-Commerce ABSTRACT Jati Waluyo, (1707695). THE IMPACT OF SOCIAL MEDIA MARKETING (SMM) ON BRAND EQUITY (BE) (A Case Study of Tokopedia's Fanspage Users on Facebook), Under The Supervision of Dr. Lili Adi Wibowo, S.Pd., S.Sos., MM., and Dr. Puspo Dewi Dirgantari, S.Pd., M.T., MM. The study aimed to examine the impact of the use of Social Media Marketing (SMM) on Brand Equity (BE). As the case study, the study is focused on measuring the impact of Social Media Marketing used by Tokopedia Fanspage users on Facebook. This quantitative study employed descriptive and verification methods by surveying 215 respondents selected based on the probability sampling technique. The data were analyzed using the Structural Equation Model (SEM) technique supported by AMOS 23 for Windows program. The results of this study indicated that Social Media Marketing (SMM) had a positive and significant effect on Brand Equity (BE). The subsequent analysis indicated that Identity and Conversation variables positively and significantly affected Brand Awareness. On the contrary, the Presence variable had a negative and not significant effect on Brand Awareness. Sharing had a positive and significant effect on Brand Association. Reputation had a negative and not significant effect on Perceived Quality. In terms of Brand Loyalty, the Relationship and Group variable had a negative and not significant effect on Brand Loyalty. In conclusion, the Brand Equity (BE) of Tokopedia is dominantly affected by the Identity of Brand Awareness and the Sharing of Brand Association. Keywords: Brand Equity, Social Media Marketing, and e-Commerce