Pengaruh strategi komunikasi media sosial instagram terhadap brand equity, brand attitude, dan purchase intention

Tekrisna Khair; Ma'ruf Ma'ruf

doi:10.24198/jmk.v4i2.25948

Pengaruh strategi komunikasi media sosial instagram terhadap brand equity, brand attitude, dan purchase intention

Tekrisna Khair, Ma'ruf Ma'ruf

Abstract

Fenomena pesatnya pertumbuhan media sosial saat ini memunculkan sebuah trend baru di mana perusahaan atau pelaku UKM menggunakan media sosial, baik sekadar untuk berkomunikasi maupun untuk memsarkan produk atau jasa mereka. Saluran media sosial menawarkan cara baru bagi perusahaan atau UKM dengan konsumen untuk saling terlibat satu sama lain. Beragam jenis media sosial dimanfaatkan sebagai tools dalam strategi komunikasi pemasaran suatu perusahaan. Salah satu media sosial yang saat ini umumya digunakan adalah Instagram. Instagram dianggap sebagai media sosial terpopuler untuk menjadi salah satu alat pemasaran dalam menciptakan dan meningkatkan kesadaran konsumen terhadap suatu brand. Tujuan penelitian ini adalah mengetahui pengaruh dari bentuk komunikasi media sosial Instagram yaitu firm-created content dan user-generated content terhadap brand equity, brand attitude dan purchase intention pada follower akun Instagram Madre (@madre_parka). Penelitian ini merupakan penelitian explanatory dengan pendekatan kuantitatif dan dilakukan dengan menggunakan metode survei. Ukuran sampel pada penelitian ini adalah sebanyak 208 responden yang dikumpulkan menggunakan metode random sampling dan teknik “purposive sampling” dengan kategori follower akun Instagram @madre-parka, usia 18 - 41 tahun dan bukan reseller dari Madre. Kusioner digunakan sebagai alat instrumen utama dalam pengumpulan data dengan menggunakan skala Likert 1-5 dibuat dalam google form. Analisis menggunakan Structural Equational Modeling dengan alat analisis data menggunakan AMOS. Hasil penelitian menunjukkan bahwa firm-created conten dan user-generated content yang dilakukan Madre berpengaruh positif dan signifikan terhadap brand equity dan brand attitude, kemudian brand equity dan brand attitude berpengaruh positif dan signifikan terhadap purchase intention.

Keywords

komunikasi; media sosial; brand equity; brand attitude; purchase intention

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DOI: https://doi.org/10.24198/jmk.v4i2.25948