Peran Social Media Marketing dalam Value Co-Creation Brand Equity Merek Kecantikan Lokal

Hanifah, Syifa Millah (2022) Peran Social Media Marketing dalam Value Co-Creation Brand Equity Merek Kecantikan Lokal. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Masa pandemi COVID-19 membawa perubahan bagi industri kecantikan, seperti pergeseran preferensi konsumen untuk memilih merek kecantikan lokal, meningkatnya ekspektasi konsumen terhadap kecepatan merek dalam berinovasi dan menghasilkan produk baru, serta preferensi untuk berbelanja di platform digital. Selebihnya, terdapat tuntutan bagi perusahaan untuk dapat terdiferensiasi di pasar. Value co-creation melalui social media marketing merupakan suatu proses yang mulai banyak diterapkan merek kecantikan untuk menghadapi perubahan ini, namun, belum banyak penelitian seputar hal ini, khususnya di industri kecantikan Indonesia. Maka, penelitian ini bertujuan untuk menganalisis peran social media marketing dalam value co-creation yang dilakukan merek kecantikan lokal, dan pengaruhnya terhadap brand equity. Penelitian ini berjenis konklusif-deskriptif dengan pendekatan kuantitatif, dimana pengumpulan data dilakukan menggunakan kuesioner daring kepada konsumen merek kecantikan lokal yang menerapkan co-creation—Rosé All Day, Mad for Makeup, dan Dear Me Beauty. Telah diperoleh 116 sampel yang diolah dan dianalisis dengan analisis deskriptif dan PLS-SEM. Hasil menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap value co-creation, dan memiliki hubungan tidak langsung yang positif dan signifikan dengan brand equity melalui value co-creation. Kelima dimensi social media marketing juga ditemukan memiliki dampak tidak langsung yang signifikan terhadap value co-creation melalui social media marketing. Serta, penelitian ini menemukan bahwa terdapat hubungan positif dan signifikan antara value co-creation dengan brand equity. Dari hasil tersebut, telah dirumuskan implikasi manajerial bagi pelaku bisnis kecantikan untuk dapat meningkatkan efektivitas strategi social media marketing, sehingga dapat terjadi peningkatan co-creation dengan konsumen, serta brand equity.
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The COVID-19 pandemic has brought changes to the beauty industry, including a shift in consumer preferences towards local brands, expectations of the speed with which brands find and produce new products, as well as a rising preference to shop on digital platforms. Moreover, there are challenges for companies to be able to be differentiated in the market. Value co-creation through social media marketing is a process that many beauty brands are starting to implement to cope with this change. However, there are not many research on it, especially in the Indonesian beauty industry. Thus, this study aims to examine the role of social media marketing in value co-creation done by local beauty brands, and its effects on brand equity. This is a descriptive-conclusive research with a quantitative approach, where data was collected through online questionnaires to consumers of local beauty brands that implement co-creation—Rosé All Day, Mad for Makeup, and Dear Me Beauty. 116 samples were recruited, then processed and analysed with descriptive analysis and PLS-SEM. The results revealed that social media marketing has a positive and significant effect on value co-creation, and indirectly impacts brand equity through value co-creation. The five dimensions of social media marketing were also found to have a significant indirect impact on value co-creation through social media marketing. Also, this study found that there is a positive and significant relationship between value co-creation and brand equity. From these results, managerial implications were formulated for beauty business practitioners to increase the effectiveness of social media marketing strategies, hence resulting in more co-creation with consumers and an increase of brand equity.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Equity, Merek Kecantikan Lokal, Local Beauty Brand, PLS-SEM, Social Media Marketing, Value Co-Creation
Subjects:	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:	Syifa Millah Hanifah
Date Deposited:	11 Feb 2022 02:32
Last Modified:	31 Oct 2022 03:29
URI:	http://repository.its.ac.id/id/eprint/93731

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