Pengaruh Social Media Marketing Activities (SMMA) terhadap Ekuitas Merek dan Respon Pelanggan pada E-commerce di Indonesia

Silalahi, Melissa (2019) Pengaruh Social Media Marketing Activities (SMMA) terhadap Ekuitas Merek dan Respon Pelanggan pada E-commerce di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pada era ini, perkembangan e-commerce telah mengalami ekspansi yang cepat, dan belanja online muncul sebagai salah satu sarana pembelian barang yang paling disukai. Pengguna e-commerce di Indonesia mengalami peningkatan yang signifikan, dengan kata lain semakin banyak konsumen yang beralih ke e-commerce untuk berbelanja. Persaingan antar perusahaan e-commerce di Indonesia kian hari kian menarik dan sangat ketat. Salah satu persaingan di industri e-commerce adalah jumlah pengunjung pada website maupun aplikasi mobile. Sebagian pengunjung pada pada website maupun aplikasi mobile berasal dari media sosial. Pentingnya melakukan penelitian terhadap Social Media Marketing Activities (SMMA) pada perusahaan e-commerce serta mengetahui pengaruhnya terhadap respon pelanggan melalui mediasi ekuitas merek. Respon pelanggan sangat dibutuhkan perusahaan sebagai hasil dari pemasaran media sosial yang dilakukan. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pelanggan yang mengikuti media sosial e-commerce, menganalisis pengaruh Social Media Marketing Activities (SMMA) terhadap respon pelanggan melalui mediasi ekuitas merek perusahaan e-commerce di Indonesia untuk meningkatkan respon positif dari pelanggan dan menganalisis perbedaan respon pelanggan khususnya dalam respon pelanggan berdasarkan platform media sosial yang berbeda. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan desain multiple cross sectional. Pengambilan sampel dilakukan dengan metode quota sampling, kemudian data dianalisis dengan Structural Equation Modeling dan ANOVA. Data berhasil dikumpulkan sejumlah 239 responden dengan menggunakan survey secara online. Hasil penelitian menujukkan bahwa variabel SMMA memiliki pengaruh positif terhadap ekuitas merek yang terdiri dari brand awareness dan brand image serta berpengaruh positif dan signifikan terhadap respon pelanggan yaitu e-WOM dan komitmen. Selain itu, ditemukan bahwa sebagian besar pelanggan telah berbelanja rutin setiap bulannya pada e-commerce dengan pengeluaran berbelanja dibawah Rp 500.000. Segmen utama pelanggan e-commerce adalah generasi milenial dan sebagian besar pelanggan adalah perempuan. Kebutuhan sehari-hari belum menjadi jenis produk utama yang dibeli pelanggan, produk fashion dan aksesoris adalah produk yang paling sering dibeli responden. Serta terdapat perbedaan signifikan pada komitmen pelanggan e-commerce yang mengikuti media sosial pada platform yang berbeda.
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Nowadays, e-commerce have grown rapidly and online shopping has arisen as one of many ways to purchase desired goods. E-commerce user in Indonesia has been increasing significantly, which means many customers switch over to e-commerce to go shopping. Competition between e-commerce companies in Indonesia becomes more interesting and tight as the time flies. One form of competition in e-commerce industry is number of visitors on website or mobile application. Some of the visitors on website or mobile application come from social media. It is crucial to conduct a research regarding Social Media Marketing Activities (SMMA) in e-commerce companies and discover its impact towards customer response through mediating brand equity. Customer response is needed by the company as a result of social media marketing. This research aims to identify customer characteristics that follow social media of e-commerce, analyze Social Media Marketing Activities (SMMA) influence towards customer response through mediating brand equity of e-commerce companies in Indonesia to increase positive response from customers and analyze the difference in customer response, especially customer response based on different social media platforms. The method used in this research is descriptive with multiple cross sectional design. Sampling wass done with quota sampling method, then the data was analyzed with Structural Equation Modeling and ANOVA. Data from 239 respondents were collected through online survey. The result of this research shows that SMMA variable has positive influence towards brand equity that consists of brand awareness and brand image, and has positive effect towards customer response which are e-WOM and commitment. Besides that, it was found that many customers shop routinely every month in e-commerce with spending under Rp 500.000. The main segment of e-commerce customer is millenial generation and most customers are female. Daily needs is not the main category that the customer purchase, but fashion and accessories are the most frequently bought category. Lastly, the is a significant difference in e-commerce customer commitment that follow different social media platforms.

Item Type:	Thesis (Undergraduate)
Additional Information:	RSMB 658.872 Sil p-1 2019
Uncontrolled Keywords:	E-commerce, ekuitas merek, media sosial, respon pelanggan, SMMA
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Silalahi Melissa
Date Deposited:	08 Nov 2021 04:37
Last Modified:	08 Nov 2021 04:37
URI:	http://repository.its.ac.id/id/eprint/61510

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