Pengaruh Social Media Marketing Efforts (SMME) Terhadap Ekuitas Merek Dan Respon Konsumen: Studi Kasus Motor Listrik XYZ

Ramadhan, Hanung (2021) Pengaruh Social Media Marketing Efforts (SMME) Terhadap Ekuitas Merek Dan Respon Konsumen: Studi Kasus Motor Listrik XYZ. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berbagai perusahaan sepeda motor listrik di Indonesia mulai berkembang pesat, hal ini disebabkan oleh munculnya Peraturan presiden Nomor 55 Tahun 2019 tentang Percepatan Program Kendaraan Bermotor Listrik Berbasis Baterai (Battery Electric Vehicle) untuk Transportasi Jalan. Salah satu perusahaan motor listrik di Indonesia yaitu motor listrik XYZ masih belum berhasil dalam menjadi nomor satu sebagai top of mind oleh pelanggan, melihat persaingan motor listrik yang berkembang di Indonesia sangat kompetitif. Motor listrik XYZ dapat memanfaatkan media sosial untuk meningkatkan ekuitas merek yang kuat di benak konsumen dan mendapatkan respon positif dari konsumen. selain itu, rendahnya nilai di engagement rate pada salah satu akun media sosial yaitu Instagram menjadi tantangan bagi motor listrik XYZ untuk menciptakan berbagai konten yang sesuai dengan karakteristik followers Instagramnya. Penelitian ini memiliki tujuan untuk mengetahui pengaruh Social Media Marketing Efforts (SMME) terhadap ekuitas merek dan respon konsumen merek XYZ serta mengetahui tingkat loyalitas pada merek motor listrik XYZ. Penelitian ini menggunakan desain konklusif–deskriptif–multiple cross-sectional. Pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online. Sampel pada penelitian ini sebanyak 100 responden berdasarkan margin error 10% dan dianalisis menggunakan Partial Least Square-Structural Equation Modelling (SEM).
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Various electric motorcycle companies in Indonesia are starting to develop rapidly; this is due to the emergence of Presidential Regulation Number 55 of 2019 concerning the Acceleration of the Battery Electric Vehicle Program for Road Transportation. One of the electric motorbike companies in Indonesia, namely XYZ electric motor, is still not successful in being number one as top of mind by customers, seeing that the competition for electric motors developing in Indonesia is very competitive. XYZ can utilize social media to increase strong brand equity in the minds of consumers and get a positive response from consumers. Besides, the low engagement rate on one of the social media accounts, Instagram, is a challenge for XYZ to create a variety of content that matches the characteristics of its Instagram followers. This study aims to determine the effect of Social Media Marketing Efforts (SMME) on brand equity and consumer response to XYZ and to determine the level of loyalty to XYZ. This study used conclusively multiple cross-sectional descriptive designs. Data was collected using a survey by distributing questionnaires online. The sample in this study was 100 respondents based on 10% of margin error and was analyzed using Partial Least Square-Structural Equation Modeling (SEM).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Social Media, Consumer Response, SMME, SEM, Ekuitas Merek, Media Sosial, Respon Konsumen, SMME
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	HANUNG RAMADHAN
Date Deposited:	29 Jul 2021 06:45
Last Modified:	29 Jul 2021 06:45
URI:	http://repository.its.ac.id/id/eprint/84563

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