Finansyah, Fauzan Fikry (2019) Pengaruh Social Media Marketing Activities (SMMAs) Terhadap Ekuitas Merek dan Respon Pelanggan Maskapai Penerbangan Low-cost Carrier Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Persaingan maskapai berbiaya rendah atau low-cost carrier (LCC) ditentukan oleh kemampuan maskapai dalam mengelola operasionalnya secara efisien. LCC menggunakan media sosial sebagai saluran promosi dan pemasaran mereka, karena biayanya yang hemat. Di sisi lain, pelanggan LCC melihat media sosial sebagai alat untuk berbagi pemikiran mereka tentang pengalaman mereka, mendapatkan diskon promosi, dan menghilangkan kecemasan mereka akan pengalaman terbang. Tidak banyak bukti yang tersedia untuk membuktikan hubungan antara penggunaan media sosial untuk pemasaran dan respons pelanggan dari perusahaan LCC. Oleh karena itu, penelitian ini menganalisis pengaruh kegiatan pemasaran media sosial (SMMA) terhadap ekuitas merek dan respons pelanggan di maskapai berbiaya rendah di Indonesia. Pengaruh SMMA pada ekuitas merek dan respons pelanggan telah dipelajari, tetapi tidak dalam studi LCC. Oleh karena itu, penelitian ini bertujuan untuk mengisi kesenjangan ini. Ada 3 LCC yang memenuhi persyaratan untuk penelitian ini, yaitu Lion Air, AirAsia, Citilink. Survei online diadopsi dalam pekerjaan ini dalam studi kemajuan. Desain penelitian dalam penelitian ini adalah deskriptif konklusif. Pengumpulan data dilakukan pada bulan Juni 2019 terhadap 167 pelanggan maskapai penerbangan yang setidaknya mengikuti maskapai penerbangan berbiaya rendah minimal 3 bulan terakhir. Selanjutnya data diolah menggunakan analisis SEM dan ANOVA Penelitian ini menunjukan bahwa social media marketing activities (SMMA) berpengaruh terhadap ekuitas merek dan respon pelanggan. Namun, ditemukan bahwa brand awareness tidak berpengaruh signifikan terhadap commitment dan brand preference pelanggan. Selain itu, hasil temuan dari analisis ANOVA adalah terdapat perbedaan signifikansi pada respon pelanggan maskapai penerbangan low-cost pada platform media sosial yang berbeda, yaitu Facebook, Twitter, dan Instagram. Terdapat beberapa implikasi manajerial yang dapat diterapkan oleh maskapai penerbangan low-cost untuk mendapatkan respon yang positif dari pelanggan seperti membuat promosi yang menarik dan trendi ===================================================================================================================================
The competition for low-cost airlines (LCC) is determined by the airline's ability to manage its operations efficiently. LCC uses social media as their promotion and marketing channel, because it is cost-effective. On the other hand, LCC customers see social media as a tool to share their thoughts about their experiences, get promotional discounts, and eliminate their anxiety about flying experiences. There is not much evidence available to prove the relationship between the use of social media for marketing and customer responses from LCC companies. Therefore, this study analyzes the effect of social media marketing (SMMA) activities on brand equity and customer response in low-cost airlines in Indonesia. The effect of SMMA on brand equity and customer response has been studied, but not in the LCC study. Therefore, this study aims to fill this gap. There are 3 LCCs that meet the requirements for this study, namely Lion Air, AirAsia, Citilink. Online surveys were adopted in this work in the progress study. The research design in this study is conclusive descriptive. Data collection was conducted in June 2019 against 167 airline customers who at least followed low cost airlines for at least the last 3 months. Furthermore, the data is processed using SEM and ANOVA analysis. This study shows that social media marketing activities (SMMA) affect brand equity and customer response. However, it was found that brand awareness had no significant effect on customer commitment and brand preference. In addition, the findings of the ANOVA analysis are significant differences in the responses of low-cost airline customers on different social media platforms, namely Facebook, Twitter and Instagram. There are several managerial implications that can be applied by low-cost airlines to get positive responses from customers such as making attractive and trendy promotions
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.8 Fin p-1 |
| Uncontrolled Keywords: | Ekuitas Merek, Maskapai Penerbangan Berbiaya Rendah, Kegiatan Pemasaran Media Sosial, Perilaku Konsumen, Respon Pelanggan |
| Subjects: | H Social Sciences > HA Statistics > HA31.35 Analysis of variance H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HM Sociology > HM742 Online social networks. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Finansyah Fauzan Fikry |
| Date Deposited: | 08 Apr 2025 06:31 |
| Last Modified: | 08 Apr 2025 06:31 |
| URI: | http://repository.its.ac.id/id/eprint/67401 |
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