Article Sidebar

Download
PDF
Statistic
Read Counter : 1712 Download : 2607

Main Article Content

Abstract

This study aims to analyze the relationship between social media marketing activities used by several airlines and the dimensions of social media marketing activities, namely entertainment, customization, interaction, trendiness, e-word of mouth on brand awareness, and brand image to seek influence on purchase intention. This study used Survey Research on all airline service passengers in several Indonesian airlines, which was distributed to 161 respondents using a purposive sampling technique. Data testing methods are instrument tests with validity and reliability tests using SmartPLS software 3. Data analysis methods use Structural Equation Model (SEM) using SmartPLS software 3. The results reveal social media marketing activities' positive and significant impact on brand awareness and image. It was found that the dimensions of social media marketing activities, namely entertainment, customization, interaction, trendiness, and e-word of mouth, significantly had a positive effect on brand awareness and brand image, and brand awareness had a positive impact on brand image, while brand awareness did not influence purchase intention and brand image has a significant effect on purchase intention. This research has several theoretical and practical implications that can benefit managers, especially airlines, in their marketing to use various activities on social media such as Instagram, Twitter, Facebook, Youtube, and Tiktok.

Keywords

Social Media Marketing Activities Brand Awareness Brand Image Purchase Intention

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

  1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3). https://elibrary.ru/item.asp?id=2575062
  2. Bilal, M., Akram, U., Rasool, H., Yang, X., & Tanveer, Y. (2021). Social commerce isn’t the cherry on the cake, its the new cake! How consumers’ attitudes and eWOM influence online purchase intention in China. International Journal of Quality and Service Sciences. https://doi.org/10.1108/IJQSS-01-2021-0016
  3. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
  4. Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345–368. https://doi.org/10.1080/10548408.2011.571571
  5. Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261. https://doi.org/10.1504/IJEBR.2019.098874
  6. Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh social media marketing terhadap brand image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://scholar.archive.org/work/sm5iyoqzu5gexne5db5lleiozq/access/wayback/https://journal.unesa.ac.id/index.php/jim/article/download/11537/pdf
  7. Davis Mersey, R., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39–56. https://doi.org/10.1080/16522354.2010.11073506
  8. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
  9. Dib, H., & Alhaddad, A. A. (2015). Determinants of brand image in social media. International Journal of E-Education, e-Business, e-Management and e-Learning, 5(4), 180. https://www.academia.edu/download/52159439/368-JZ0094.pdf
  10. Ding, Y., & Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing. https://doi.org/10.1108/JSM-02-2015-0088
  11. Do, B., Dadvari, A., & Moslehpour, M. (2020). Exploring the mediation effect of social media acceptance on the relationship between entrepreneurial personality and entrepreneurial intention. Management Science Letters, 10(16), 3801–3810. http://dx.doi.org/10.5267/j.msl.2020.7.031
  12. Fanion, R. (2011). Social media brings benefits to top companies. Central Penn Business Journal, 27(3), 76–77. https://doi.org/10.1016/j.bushor.2011.01.005
  13. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  14. Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
  15. Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C., & Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(01), 51–58. https://doi.org/10.1142/S0219649211002821
  16. Huang, L., Clarke, A., Heldsinger, N., & Tian, W. (2019). The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. Journal of Marketing Analytics, 7, 64–75. https://link.springer.com/article/10.1057/s41270-019-00053-8
  17. Husein, J. (2017). Pengaruh electronic word of mouth terhadap keputusan pembelian pada Bukalapak. COM. IBI DARMAJAYA. http://repo.darmajaya.ac.id/id/eprint/264
  18. Kang, M. J. (2019). A study on the effect of features of brand community using one-person media on consumers. Seoul: Seoul National University. https://doi.org/10.1108/APJML-06-2019-0377
  19. Karnadi, A. (2022). Pengguna internet di indonesia capai 205 juta pada 2022. https://dataindonesia.id/digital/detail/pengguna-internet-di-indonesia-capai-205-juta-pada-2022
  20. Kasornbua, T., & Pinsame, C. (2019). Factors affecting purchase intention of community product in Thailand-Cambodia border. Entrepreneurship and Sustainability Issues, 7(2), 949. http://jssidoi.org/jesi/article/download/414/Kasornbua_Factors_affecting_purchase_intention_of_community_product_in_ThailandCambodia_border.pdf
  21. Kian1, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors that influence the consumer purchase intention in social media websites. Int. J Sup. Chain. Mgt Vol, 6(4), 208. https://core.ac.uk/download/pdf/230747881.pdf
  22. Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539–549. https://doi.org/10.1016/j.bushor.2015.05.006
  23. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
  24. Köksal, M. H., & Özgül, E. (2007). The relationship between marketing strategies and performance in an economic crisis. Marketing Intelligence & Planning. https://doi.org/10.1108/02634500710754574
  25. Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran, edisi 13. Jakarta: Erlangga, 14.
  26. Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
  27. Langaro, D., Rita, P., & de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168. https://doi.org/10.1080/13527266.2015.1036100
  28. Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10(2), 61–66. https://doi.org/10.1080/15252019.2010.10722170
  29. Masa’deh, R., AL-Haddad, S., Al Abed, D., Khalil, H., AlMomani, L., & Khirfan, T. (2021). The impact of social media activities on brand equity. Information, 12(11), 477. https://doi.org/10.3390/info12110477
  30. McClure, C., & Seock, Y.-K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 101975. https://doi.org/10.1016/j.jretconser.2019.101975
  31. Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25(5), 402–408. https://doi.org/10.1108/JPBM-04-2016-1151
  32. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81–101. https://doi.org/10.1177/002224299305700106
  33. Münch, F. V., Thies, B., Puschmann, C., & Bruns, A. (2021). Walking through twitter: sampling a language-based follow network of influential twitter accounts. Social Media+ Society, 7(1), 2056305120984475. https://journals.sagepub.com/doi/pdf/10.1177/2056305120984475
  34. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
  35. Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632. https://www.saudijournals.com/media/articles/SJHSS-28621-632.pdf
  36. Putri, A. S., & Wijaya, S. A. (2015). KMB 2 keperawatan medikal bedah (keperawatan dewasa). Yogyakarta: Nuha Medika.
  37. Raharjo, S. T. (2018). Pengaruh social media marketing terhadap purchase intention melalui brand awareness sebagai variabel mediasi pada Lazada. Jurnal Strategi Pemasaran, 5(2), 1–6. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/7322/6637
  38. Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect of brand equity on consumer purchase intention. Indian J. Sci. Res, 6(1), 212–217. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=afe3f3bc6a70190c2c6636b5f0b30d64e83a04a1
  39. Roy, D., & Banerjee, S. (2007). CARE‐ing strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140–148. https://doi.org/10.1108/10569210710776512
  40. Sari, A. J., Udayana, I. B. N., & Cahya, A. D. (2022). Pengaruh brand image terhadap keputusan pembelian konsumen. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(1), 308–327. https://doi.org/10.47467/alkharaj.v4i2.644
  41. Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  42. Shah, S. M., Adeel, M., Hanif, F., & Khan, M. (2016). The impact of brand equity on purchase intensions with modertaing role of subjective norms. Universal Journal of Industrial and Business Management, 4(1), 18–24. http://ijbel.com/wp-content/uploads/2019/05/KLIBEL-18_70.pdf
  43. So, K. K. F., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640–651. https://doi.org/10.1016/j.tourman.2016.09.013
  44. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
  45. Wu, G. D., Chen, J., Hoffmann, C., Bittinger, K., Chen, Y.-Y., Keilbaugh, S. A., Bewtra, M., Knights, D., Walters, W. A., & Knight, R. (2011). Linking long-term dietary patterns with gut microbial enterotypes. Science, 334(6052), 105–108. https://www.science.org/doi/abs/10.1126/science.1208344
  46. Yanti, M. O. Z., & Sukotjo, H. (2016). Pengaruh kesadaran merek, asosiasi merek, dan brand image terhadap keputusan pembelian Aqua. Jurnal Ilmu Dan Riset Manajemen (JIRM), 5(5). http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/download/703/713
  47. Yosafat, H., Kurniabudi, K., & Nurhadi, N. (2020). Perancangan sistem pendukung keputusan pembelian laptop dengan metode Mabac (studi kasus: sigma komputer). Jurnal Ilmiah Mahasiswa Teknik Informatika, 2(2), 148–161. http://ejournal.stikom-db.ac.id/index.php/jimti/article/view/847