Main Article Content
Abstract
The purpose of this study was to identify parasocial activity and social media marketing activities, user engagement, and brand loyalty, with a primary focus on understanding the extent to which parasocial activity and user engagement affect social media marketing activities and brand loyalty in a given context. The research method involves collecting data through a six-month online survey, participating respondents who are users of the product or service to be studied. Regression analysis was used to measure the relationship between variables such as Parasocial Relationship, Social Media Marketing Activity, User Engagement, and Brand Loyalty, at a significance level of 0.05. The results of the analysis showed that there was a positive and significant relationship between parasocial activities and social media marketing activities, and user engagement was positively and significantly related to parasocial activities. However, no significant relationship was found between parasocial activity or user engagement and brand loyalty, suggesting that other factors may also influence the development of brand loyalty. This research provides useful insights for marketing strategies and brand interactions with consumers in the age of social media, emphasizing the importance of understanding how parasocial activity and user engagement can affect certain aspects of brand and consumer relationships.
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Article Details
References
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- Valeri, M., & Baggio, R. (2020). Perantara pariwisata Italia: eksplorasi analisis jaringan sosial. 24(Isu Terkini dalam Pariwisata), 1270–1283.
- Wang, KY, Chih, WH, Hsu, & LC. (2020). Membangun hubungan komunitas merek di halaman penggemar facebook: peran interaktivitas yang dirasakan. International Journal of Electronic Commerce, 24, 211–231.
- Wang, S., & Liu, M. (2023). Dukungan selebriti dalam pemasaran dari tahun 1960 hingga 2021: tinjauan bibliometrik dan agenda masa depan. Pemasaran Dan Logistik Asia Pasifik, 35 No.4, 849–873.
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- Yoon, D., & Youn, S. (2016). Pengalaman merek di situs web: peran mediasi antara interaktivitas yang dirasakan dan kualitas hubungan. Jurnal Periklanan Interaktif, 16, 1–15.
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References
Aljuhmani, H. Y., Elrehail, H., Bayram, P., & Samarah, T. (2022). inking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2021-0627
Batra, A., Yang, F., Kogan, M., Sosnowik, A., Usher, C., Oldham, E. W., Chen, N., Lawal, K., Bi, Y., & Dürig, T. (2022). Comparison of Hydroxypropylcellulose and Hot-Melt Extrudable Hypromellose in Twin-Screw Melt Granulation of Metformin Hydrochloride : Effect of Rheological Properties of Polymer on Melt Granulation and Granule Properties. 1–19.
Casaló, L., V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Ournal of Business Research.
Chung, S., & Cho, H. (2017). Membina hubungan parasosial dengan selebriti di media sosial: implikasi terhadap dukungan selebriti. Psikologi Dan Pemasaran.
Freire, O., Quevedo-Silva, F., & Scrivano, D. (2018). Efektifitas dukungan selebriti dalam calon selebriti baru: mengkaji pengaruh merek, kesesuaian, karisma, dan eksposur berlebih. Manajemen RAUSP, 53 No.3, 289–303.
Gao, L. (2022). The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness. Journal of Research in Interactive Marketing. 10.1108/JRIM-10-2021-0260
Handayani, H. (2023). Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing. Jurnal Ekonomi Dan Ekonomi Syariah, 918–930.
Horton, D., & Wohl, R. (1956). Komunikasi massa dan interaksi parasosial: pengamatan keintiman dari jarak jauh.
Ibrahim, B., & Aljarah, A. (2023). The role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approach. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-08-2022-0452
Jin, S., Muqaddam, A., & Ryu, E. (2019). Pemasaran influencer media sosial dan Instagram. Intelijen & Perencanaan Pemasaran, 37, 567–579.
Kritzinger, R., & Petzer, D. J. (2020). Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: moderating effect of application usage. European Business Review. 10.1108/EBR-04-2020-0104
Kumar, V., & Gupta, S. (2016). Konseptualisasi evolusi dan masa depan periklanan. Jurnal Periklanan, 45 No.3. https://doi.org/10.1080/00913367.2016.1199335
Kumar, V., Nanda, P., & Tawangar, S. (2022). Media sosial dalam keputusan bisnis UMKM: praktik dan tantangan. 14 No.1, 1–12.
Kwan Soo Shin, S. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 1–17. 10.9734/CJAST/2019/V38I430376
Lou, C., & Kim, H. K. (2019). NoExplicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intention.
Mack, E., Marie-Pierre, L., & Redican, K. (2017). Penggunaan aplikasi internet dan media sosial oleh pengusaha”, Kebijakan Telekomunikasi. 41 No.2, 120–139.
Nuraeni, N., & K Huda, I. S. (2023). Pengaruh Emotional Brand Attachment terhadap Brand Love dan Brand Loyalty pada Produk Kosmetik Merek Wardah.
Oktyandito, Y. W. (2023). 15 Brand Baju Terkenal di Indonesia, dari Lokal sampai Luar! IDN Times. https://www.idntimes.com/men/style/yogama-wisnu-oktyandito/brand-baju-terkenal-di-indonesia
Radjab, E. (2017). METODOLOGI PENELITIAN BISNIS. Lembaga Perpustakaan Dan Penerbitan Universitas Muhammadiyah Makassar.
Seo, EJ dan Park, J. (2018). Studi tentang pengaruh aktivitas pemasaran media sosial terhadap ekuitas merek dan respons pelanggan di industri penerbangan. 66. 10.1016/j.jairtraman.2017.09.014.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research. https://doi.org/10.1177/0047287514541008
Srivastava, M., & Sivaramakrishnan, S. (2021). Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis. Marketing Intelligence and Planning,. 10.1108/MIP-11-2020-0483
Upadhyay, P., & Khemka, M. (2019). “Hubungan antara penciptaan identitas sosial dan penggunaan situs jejaring sosial: peran moderasi intensitas penggunaan. Manajemen Informasi Perusahaan, 33 No.6, 1321–1335. https://doi.org/10.1108/jeim-01-2019-0021
Valeri, M., & Baggio, R. (2020). Perantara pariwisata Italia: eksplorasi analisis jaringan sosial. 24(Isu Terkini dalam Pariwisata), 1270–1283.
Wang, KY, Chih, WH, Hsu, & LC. (2020). Membangun hubungan komunitas merek di halaman penggemar facebook: peran interaktivitas yang dirasakan. International Journal of Electronic Commerce, 24, 211–231.
Wang, S., & Liu, M. (2023). Dukungan selebriti dalam pemasaran dari tahun 1960 hingga 2021: tinjauan bibliometrik dan agenda masa depan. Pemasaran Dan Logistik Asia Pasifik, 35 No.4, 849–873.
Wetzler, T. (2020). Pemasaran melalui media sosial bagi brand fashion. https://www.adjust.com/id/blog/social-media-marketing-for-mobile-fashion-apps/
Yoon, D., & Youn, S. (2016). Pengalaman merek di situs web: peran mediasi antara interaktivitas yang dirasakan dan kualitas hubungan. Jurnal Periklanan Interaktif, 16, 1–15.
Zhong, Y., Shapoval, V., & Busser, J. (2021). The role of parasocial relationship in social media marketing: testing a model among baby boomers. International Journal of Contemporary Hospitality Management, 33(5), 1870–1891. https://doi.org/10.1108/IJCHM-08-2020-0873