DEVELOPMENT MODEL OF SOCIAL MEDIA MARKETING – CONSUMER LOYALTY MEDIATED BY BRAND EQUITY AND CONSUMER RESPONSE TO FASHION BRANDED PRODUCTS
DOI:
https://doi.org/10.31933/dijdbm.v2i1.633Keywords:
brand equity, consumer loyalty, consumer response, social media marketingAbstract
Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research
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Yadav, M & Rahman, R. (2018) "The influence of social media marketing activities on customer loyalty: A study of e-commerce industry". Benchmarking: An International Journal, Vol. 25 Issue: 9.
Yang, S.J & Lee, Y (2019). Mid- to low-end fashion brand personality affects consumers’ perceived quality, commitment, and loyalty. Social Behavior and Personality: An international journal, 47(7), e7680.
Yap, S.F.C. & Lee, C.K.C. (2014), “Leveraging the power of online social networks: a contingency approach”, Marketing Intelligence & Planning, Vol. 32 No. 3, pp. 345-374.
Ananda, A.S., Garcia, A.H & Lamberti, L (2017). SME fashion brands and social media marketing: from strategies to actions. Int. J. Web Based Communities, Vol. 13, No. 4, 2017. Inderscience Enterprises Ltd.
Aness., M.R., & Johnston., W.J. (2018). How multiple strategic orientations impact brand equity of B2B SMEs. Journal of Strategic Marketing, Volume 27, 2019 - Issue 8.
Assimakopoulos, C., Antoniadis, I., Kayas, O.G. & Dvizac, D. (2017) "Effective social media marketing strategy: Facebook as an opportunity for universities", International Journal of Retail & Distribution Management, Vol. 45 Issue: 5, pp.532-549.
Baumgarth, C. (2010). “Living the brand”: Brand orientation in the business-to-business sector. European Journal of Marketing, 44, 653–671.
Beig, F.A & Khan, M,F (2018). Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook. SAGE Publications. 22(3) 1–12.
Boateng, H., & Okoe, A. F. (2015). Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9(4), 299–312.
Brown, B. P., Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Research in Marketing, 28, 194–204.
Chu, S.C., Kamal, S. & Kim, Y (2019) Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary, Journal of Global Fashion Marketing, 10:1, 81-92.
Gen Li., Juan Li & Sun, X (2020). Measuring Green Brand Equity In Relationship Interaction and Its Impact On Brand Loyalty. Revista de cercetare ?i interven?ie social?, 2019, vol. 66, pp. 278-297.
Gilliland, N. (2018). Why Chanel is the most in?uential luxury brand on social. Econsultancy. Retrieved from https://www.econsultancy.com/blog/69942-why-chanel-is-the-most-in?uential -luxury-brand-on-social
Goody, B., Manthiou, A., Pederzou, D., Rokka, J., Aleilo, G Donviro, R & Singh, R. (2016). Social Media Marketing Effort of Luxury Brand : Influence On Brand Equity and Consumer Behaviour. Journal of Business Research. 0146-2963.
Han, J., Jun, M & Kim, M. (2019). Impact of online community engagement on community loyalty and social well-being. Social Behavior and Personality, Volume 47, Issue 1, e7545
Kapferer, J. N. (2012). New strategic Brand Management: Advanced insights and strategic thinking (5th ed.). London, GBR: Kogan Page Ltd, 2012.
Kaplan, A,M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, Vol. 53 No. 1, pp. 59-68.
Keller, K.L., Parameswaran, A.M. and Jacob, I. (2015), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson, Noida.
Khare, A. (2014). Antecedents to fashion clothing involvement: Role of global self-identity, cosmopolitanism, and normative influence. Journal of Global Fashion Marketing, 5, 39 – 59.
Kim, K., Ko, E., Lee, Mi-ah., Mattila, P. & Kim, K.H. (2014). Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing. Journal of Global Scholars of Marketing Science, 2014 Vol. 24, No. 3, 350–364.
Kompas. (2017, 28 Maret). Perjalanan Uniqlo untuk jadi perusahaan berskala dunia. Kompas.com. Retrieved from: https://biz.kompas.com/read/2017/03/28/17070 2828/perjalanan.uniqlo.untuk.jadi.perusahaan.berskala.dunia.
Lee, S.H & Jung, K.S (2019). Loyal Customer Behaviors : Identifying Brand Fans. Social Behavior and Personality, 2018, 46(8), 1285–1304.
Lee, S.M., Kim, S.Y & Kim, D.Y. (2019). Effect of program type and reward timing on customer loyalty: The role of the sunk cost effect. Social Behavior and Personality: An international journal, 47(11), e8407
Moriansyah, L. (2015). Pemasaran Melalui Media Sosial: Antecedents Dan Consequences Social Media Marketing: Antecedents And Consequences. Jurnal Penelitian Komunikasi dan Opini Publik Vol. 19 No.3.
Mowen, C. John, & Michael Minor. 2002. Perilaku Konsumen. Dialihbahasakan Oleh Dwi Kartini Yahya. Jilid 2. Ed. 5. Jakarta: Erlangga.
Mulyono, Fransisca. 2012. Faktor Demografis Dalam Perilaku Pembelian Impulsif. Jurnal Administrasi bisnis, 8(1), h: 88-105
Oberoia, P., Patelb, C & Haonb, C. (2017). Technology sourcing for website personalization and social media marketing: A study of e-retailing industry. Journal of Business Research 80 (2017) 10–23.
Octavia, A., Indrawijaya, S., Sriayudha, Y, Heriberta, Hasbulla, H & Asrini (2020). Impact On E-Commerce Adoption On Entrepreneurial Orientation In Business Performance of SMEs. Asian Economic and Financial Review. Vol. 10, No. 5, 516-525.
Octavia, A., & Sriayudha, Y. (2020). Selfie Marketing abd Customer Loyalty : Mediating Role Of Experiential Shopping. Jurnal Ilmu Manajemen Terapan, 1(3), 231-238. https://doi.org/10.31933/jimt.v1i3.100.
Phua, J., Jin, S. V., & Kim, J. (2017). Uses and grati?cations of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115–122.
PMX Agency. 2017. Instagram is the top social media site for luxury retail shoppers. Retrieved from https://www.pmxagency.com/blog/2017/09/instagram-top-social-media-site-luxuryretail-shoppers/.
Saputra, M.A., Octavia, A., Roza, S & Sriayudha, Y (2019). Negara Asal Produk, Persepsi Kualitas dan Merek: Pengaruhnya terhadap Keputusan Pembelian Smartphone. Jurnal Samudra Ekonomi dan Bisnis. Vol 10, No.1.
Schwedt, G., Chevalier, M & Gutsatz, M. (2012). Luxury Retail Management : How the World’s Top Brands Provide Quality Product and Service support. Hoboken, NJ. USA, Wiley.
Shafaei, A., Nejati, M., & Maadad, N. (2019): Brand equity of academics: demystifying the process. Journal of Marketing for Higher Education, DOI: 10.108008841241.2019.1605438.
Shay, R & Horst, M.V.D (2019): Using Brand Equity to Model ROI for Social Media Marketing, International Journal on Media Management, DOI: 10.1080/14241277.2019.1590838.
Valos, M.J., Habibi, F.H., Casidy, R, Driesener, C.B & Maplestone, V. L (2016). Exploring the integration of social media within integrated marketing communication frameworks. Marketing Intelligence & Planning, Vol. 34 Iss 1 pp. 19 – 40.
Watson, G.F., Beck, J.T., Henderson, C.M & Palmatier, R.W (2015). Building, measuring, and profiting from customer loyalty. J. of the Acad. Mark. Sci. DOI 10.1007/s11747-015-0439-4
Yadav, M & Rahman, R. (2018) "The influence of social media marketing activities on customer loyalty: A study of e-commerce industry". Benchmarking: An International Journal, Vol. 25 Issue: 9.
Yang, S.J & Lee, Y (2019). Mid- to low-end fashion brand personality affects consumers’ perceived quality, commitment, and loyalty. Social Behavior and Personality: An international journal, 47(7), e7680.
Yap, S.F.C. & Lee, C.K.C. (2014), “Leveraging the power of online social networks: a contingency approach”, Marketing Intelligence & Planning, Vol. 32 No. 3, pp. 345-374.
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