Pengaruh Social Media Marketing Efforts (SMME) terhadap Ekuitas Merek dan Respon Konsumen: Studi Kasus ZAP Clinic

Pranindya, Claresta Dwi (2019) Pengaruh Social Media Marketing Efforts (SMME) terhadap Ekuitas Merek dan Respon Konsumen: Studi Kasus ZAP Clinic. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kecantikan di Indonesia dalam beberapa tahun terakhir ini berkembang pesat, salah satunya dipicu oleh tren media online termasuk media sosial. Salah satu klinik kecantikan di Indonesia yaitu ZAP Clinic masih belum berhasil menjadi top of mind pelanggan, melihat persaingan klinik kecantikan di Indonesia yang semakin kompetitif. ZAP Clinic dapat memanfaatkan media sosial untuk membangun ekuitas merek yang kuat di benak konsumen dan mendapatkan respon yang baik dari konsumen. Selain itu, rendahnya engagement rate pada salah satu akun media sosial menjadi tantangan bagi ZAP untuk menciptakan konten yang sesuai dengan karakteristik pengikut media sosialnya. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing Efforts (SMME) terhadap ekuitas merek dan respon konsumen ZAP Clinic serta mengetahui tingkat loyalitas pelanggan ZAP Clinic. Penelitian ini menggunakan desain konklusif deskriptif multiple cross-sectional. Pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online. Kuesioner online disebarkan kepada 210 sampel yang menjadi pelanggan ZAP Clinic dan mengikuti setidaknya salah satu media sosial ZAP Clinic. Selanjutnya data dianalisis menggunakan Structural Equation Modelling (SEM) dan Customer Loyalty Index (CLI). Penelitian ini menunjukkan bahwa SMME berpengaruh positif dan langsung terhadap ekuitas merek yang terdiri dari kesadaran merek dan citra merek. Terdapat temuan bahwa SMME tidak memiliki pengaruh langsung terhadap preferensi merek, kerelaan untuk membayar harga tinggi, dan loyalitas merek. Namun, ditemukan bahwa ekuitas merek memediasi penuh hubungan antara SMME dengan respon konsumen. Selain itu, temuan yang didapat dari analisis CLI adalah pelanggan ZAP Clinic termasuk loyal. Terdapat beberapa implikasi manajerial yang dapat diterapkan oleh ZAP Clinic untuk meningkatkan ekuitas merek sehingga mendapatkan respon yang positif dari konsumen seperti membuat konten media sosial yang menarik dan up to date. Untuk mempertahankan loyalitas pelanggan, ZAP Clinic perlu menjaga kualitas layanannya dan memberikan beberapa program loyalitas.
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The beauty industry in Indonesia is rapidly growing which is triggered by online media trends, including social media. Beauty clinic is one of the most competitive market to date. One of the prestigious beauty clinic in Indonesia is ZAP Clinic. Even though it is a well known brand, ZAP Clinic has not become Indonesia’s top beauty clinic in customer’s top of mind. ZAP Clinic can use social media to build strong brand equity in consumers’ mind and to gain a positive response from consumers. Currently, one of ZAP Clinic’s social media has low engagement rate. That has been a challenge for ZAP Clinic to create good social media content that is suit the characteristics of their followers. This study aims to analyze the effect of Social Media Marketing Efforts (SMME) towards brand equity and consumer responses of ZAP Clinic and determine the loyalty level of ZAP Clinic customers. The research design used was multiple conclusive-descriptive cross-sectional design. Data collection was carried out using an online questionnaires distributed to 210 samples with the criteria of customers who did beauty treatment at ZAP Clinic and following at least one ZAP Clinic social media. The data were analyzed using Structural Equation Modeling (SEM) and Customer Loyalty Index (CLI). This study found a direct and positive influence between SMME and brand equity that consist of brand awareness and brand image. Another findings shows that SMME does not have direct influence on brand preference, willingness to pay premium price, and brand loyalty. However, this study found that brand equity fully mediates the relationship between SMME and consumer response. The findings obtained from CLI analysis found that ZAP Clinic customers are loyal. There are several managerial implications that can be applied by ZAP Clinic to strengthen brand equity so consumers give positive responses such as make an attractive and up to date social media contents. To preserve customer loyalty, ZAP Clinic needs to maintain their service quality and implement several loyalty programs.

Item Type:	Thesis (Undergraduate)
Additional Information:	RSMB 302.23 Pra p-1 2019
Uncontrolled Keywords:	Media Sosial, SMME, Ekuitas Merek, Respon Konsumen, ZAP Clinic, SEM, CLI
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Pranindya Claresta Dwi
Date Deposited:	08 Nov 2021 05:21
Last Modified:	08 Nov 2021 05:21
URI:	http://repository.its.ac.id/id/eprint/61507

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