Determinan Consumer-Based Brand Equity pada Merek Pakaian Lokal Wanita dengan Pendekatan Structural Equation Modeling: Variabel Moderasi Co-Creation Behaviour dan Mediasi Firm-Created Social Media Brand Communication

Widyanti, Adhyra (2023) Determinan Consumer-Based Brand Equity pada Merek Pakaian Lokal Wanita dengan Pendekatan Structural Equation Modeling: Variabel Moderasi Co-Creation Behaviour dan Mediasi Firm-Created Social Media Brand Communication. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Merek fashion lokal merupakan merek pakaian fashion lokal yang terletak di negara tertentu, diproduksi secara lokal, termasuk yang terdapat di Indonesia. Di Indonesia, industri fashion merupakan salah satu subsektor yang berkontribusi sebesar 28,3 persen dari keseluruhan industri kreatif dan menempati peringkat ke- 9 dalam Global Revenue Ranking. Namun, pada tahun 2020 terdapat penurunan PDB sebesar 8,8 persen dikarenakan industri pakaian jadi dan tekstil masih terimbas oleh perubahan pola konsumsi masyarakat pada masa pandemi COVID- 19. Saat kondisi pandemi COVID-19 ini mendorong banyak pengusaha untuk menutup toko ritel dan beralih ke digital, salah satunya media sosial. Namun, cara merek fashion lokal menggunakan media sosial sebagai alat pemasaran dinilai tidak selalu efektif. Maka dari itu, penelitian ini bertujuan untuk mengetahui faktor apa saja yang dapat mempengaruhi consumer-based brand equity terutama didasarkan pada model S-O-R pada merek fashion lokal wanita khususnya pakaian di Indonesia. Adapun komunikasi suatu merek pada media sosial dan komitmen komunitas merek dapat meningkatkan ekuitas merek berbasis konsumen. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data pada penelitian ini menggunakan analisis deskriptif dan Structural Equation Modeling. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 319 sampel. Hasil menunjukkan bahwa brand experience, brand community commitment, dan firm-created social media brand communication yang dapat mempengaruhi consumer-based brand equity. Selain itu, penelitian ini juga menemukan bahwa perceived social media marketing activities dapat mempengaruhi brand experience. Adapun brand experience memediasi hubungan antara perceived social media marketing activities dan consumer-based brand equity. Selain itu, co-creation behaviour memoderasi hubungan antara perceived social media marketing activities dan brand experience. Terdapat implikasi manajerial yang disusun untuk pihak merek pakaian lokal wanita dengan tujuan meningkatkan ekuitas merek mereka.
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Local fashion brands are local fashion clothing brands located in certain countries, produced locally, including those in Indonesia. In Indonesia, the fashion industry is a sub-sector that contributes 28.3 percent of the entire creative industry and is ranked 9th in the Global Revenue Ranking. However, in 2020 there was a decrease in GDP of 8.8 percent because the apparel and textile industries were still affected by changes in people's consumption patterns during the COVID-19 pandemic. During the COVID-19 pandemic, many entrepreneurs closed retail stores and turned to digital, one of which is social media. However, the way local fashion brands use social media as a marketing tool is considered not always effective. Therefore, this study aims to find out what factors can affect consumer- based brand equity, especially based on the S-O-R model for local women's fashion brands, especially clothing in Indonesia. The communication of a brand on social media and brand community commitment can increase consumer-based brand equity. This research is a conclusive descriptive – multiple cross sectional research model with a quantitative approach. To achieve the research objectives, the processing techniques and data analysis in this study used descriptive analysis and Structural Equation Modeling. Data collection was carried out using an online questionnaire distributed to 319 samples. The results show that brand experience, brand community commitment, and firm-created social media brand communication can influence consumer-based brand equity. In addition, this study also found that perceived social media marketing activities can influence brand experience. Meanwhile, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. In addition, co-creation behavior moderates the relationship between perceived social media marketing activities and brand experience. There are managerial implications that are arranged for local women's clothing brands with the aim of increasing their brand equity.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Consumer-based Brand Equity, Local Clothing Brands, Merek Pakaian Lokal, Pakaian Wanita, Social Media Marketing, Structural Equation Modeling, Women's Apparel
Subjects:	H Social Sciences > HF Commerce
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Adhyra Widyanti
Date Deposited:	11 Feb 2023 22:34
Last Modified:	20 Feb 2023 07:50
URI:	http://repository.its.ac.id/id/eprint/97062

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