Bahruddin, Yusra Muhammad (2021) IDENTIFIKASI DAMPAK KONTEN YOUTUBE YANG DIHASILKAN PERUSAHAAN DAN KONTEN YANG DIHASILKAN PENGGUNA TERHADAP ELEMEN EKUITAS MEREK DAN NIAT PEMBELIAN MOBIL PENUMPANG TOYOTA. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Saat ini banyak perusahaan otomotif menggunakan media sosial untuk meningkatkan komunikasi merek dan mempromosikan layanan produk. Salah satu media sosial yang paling sering digunakan perusahaan otomotif adalah YouTube. YouTube menjadikan perusahaan sebagai pihak ketiga dan menghubungkan langsung pelanggan dengan suatu produk atau jasa. Model komunikasi merek pada Youtube mengandalkan firm-created content dan user-generated content. Namun firm-created content terkadang dapat dimanipulasi dan dikendalikan oleh perusahaan. Maka dari itu muncul user-generated content yang dinilai lebih jujur dan dapat dipercaya. Penelitian ini bertujuan untuk mengidentifikasi efektivitas firm-created content dan user-generated content di YouTube terhadap elemen ekuitas merek dan niat pembelian mobil penumpang Toyota di Indonesia. Penelitian ini menggunakan kuesioner online dengan jumlah 256 responden dan dianalisis menggunakan PLS-SEM. Hasil menunjukkan bahwa firm-created content
berpengaruh positif terhadap elemen ekuitas merek dan user-generated content berpengaruh positif terhadap brand awareness/association. Penelitian ini juga mengungkap bahwa elemen ekuitas merek yang terdiri dari brand
awareness/association, brand loyalty dan perceived quality berpengaruh positif terhadap niat pembelian. Terdapat implikasi manajerial yang disusun untuk pihak
perusahaan Toyota dengan tujuan meningkatkan dampak pada perusahaan
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Today many automotive companies use social media to improve brand communication and promote product services. One of the most frequently used social media for automotive companies is YouTube. YouTube makes the company the third party and connects customers directly to a product or service. The brand communication model on Youtube relies on firm-created content and user-generated content. However, firm-created content can sometimes be manipulated and controlled by companies. Therefore, user-generated content appears, which is considered more honest and trustworthy. This study aims to identify the effectiveness of firm-created content and user-generated content on YouTube on brand equity elements and purchase intentions of Toyota passenger vehicle in Indonesia. This study used an online questionnaire with a total of 384 respondents and analyzed using PLS-SEM. The results show that firm-created content has a positive effect on brand equity elements, and user-generated content positively affects brand awareness/association. This study also reveals that brand equity elements consisting of brand awareness/association, brand loyalty, and perceived quality positively affect the purchase intention. There are managerial implications structured for the Toyota company to increase the impact on their company
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Firm-created content, user-generated content, elemen ekuitas merek, niat pembelian, mobil penumpang, Youtube Firm-created content, user-geerated content, brand equity elements, purchase intention, Youtube, passenger vehicle |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.2 Knowledge management. H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. Q Science |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Yusra Muhammad Bahruddin |
| Date Deposited: | 15 Aug 2021 09:01 |
| Last Modified: | 15 Aug 2021 09:01 |
| URI: | http://repository.its.ac.id/id/eprint/86838 |
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