Pengaruh social media marketing activities terhadap ekuitas merek di cyrano café bogor
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Keywords:
Ekuitas Merek, Media Sosial, Pemasaran, Restoran
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing activities terhadap ekuitas merek di Cyrano Cafe Bogor. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan menggunakan kuesioner 5 poin skala Likert dan pertanyaan tertutup. Sample dari penelitian berjumlah 100 konsumen Cyrano Café, dihitung dengan rumus slovin dan dikumpulkan dengan sampling secara acak. Data dianalisis dengan desktiptif statistik, uji korelasi, regresi liniear sederhana, dan uji hipotesis yang menggunakan program statistik SPSS. Hasil penelitian menunjukkan bahwa social media marketing activities berpengaruh signifikan terhadap ekuitas merek sebesar 30,7% dimana keduanya memiliki hubungan yang positif dan cukup kuat.
References
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Wiastuti, R.D. & Kimberlee, S. (2018). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian di Simetri Coffee Roaster Puri, Jakarta. Jurnal Pariwisata, 5(2), 133-146.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015, Desember). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UKM (Studi Pada Batik Diajeng Solo). Jurnal Administratsi Bisnis, XXIX(1), 59-66.
Wulandhari, R. (2016, September 22). Koran. (S. Vidita, & L. Cansera, Editors) Retrieved Juni 6, 2019, from Republika Web Site: https://www.republika.co.id/berita/koran/inovasi/16/09/22/odwjw19-pemasaran-maksimal-pada-era-digital
Zimmerman, J., & Ng, D. (2015). Social Media Marketing All-In-One for Dummies (4th ed.). Hoboken, New Jersey : John Willey & Sons.
Angkie, N. S., & Tanoto, S. R. (2019). Pengaruh Social Media Marketing Terhadap Brand Equity Pada Brand Fashion Zara, H&M, Pull&Bear, dan Stardivarius di Surabaya. AGORA, VII(1), 373-379.
Brandenburger, A. (2019, Mei 14). News. Retrieved Juni 10, 2019, from Radio Web Site: https://www.radio.com/news/social-media-marketing-grow-busines
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh , R. (2016). Social Media Marketing Effort of Luxury Brands: Influence on Brand Equity and Consumer Behaviour. Journal of Businss Research, LXIV, 5831-5841.
Hanaysha , J. (2016, April). The Importance of Social Media Advertisement in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia . International Journal of Innovation, Management and Technology, VII(2), 46-51.
Hanaysha, J., & Hilman, H. (2015). Product Innovation as a Key Success Factor to Build Sustainable Brand Equity. Management Sience Letter, V, 567-576.
Huang, R., & Sarigöllü, E. (2015). Assesment of Brand Equity Measure. International Journal of Market Research , LVI(6), 783-806.
Ismail, A. R. (2017). The Influences of Perceived Social Media Marketing Activities on Brand Loyalty The Meditation Effect of Brand and Value Consciousness. Asia Pacific Journal of Marketing and Logistic , XXIX(1), 1-31.
Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2014, April). Participative Marketing: Extending Social Media Marketing Through The Identification and Interaction Capabilities From Internet of Things. Personal and Ubiquitious Computing, XVIII(4), 997-1011.
Jelajah Digital. (2018, Oktober 8). Instagram Marketing. Retrieved from Jelajah Digital: https://jelajahdigital.com/data-dan-fakta-instagram-dalam-statistik/
Karman, M. A. (2015). The Impact of Socia Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. iBuss Management , III(2), 77-88.
Keller, K. L., & Brexendorf, T. O. (2018). Measuring Brand Equity. Handbuch Markenführung, 1-32.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Harlow , Essex, United Kingdom: Pearson Education Limited.
Pergi Kuliner. (2018, September 12). Pergi Kuliner. Retrieved Juli 3, 2019, from Pergi Kuliner : https://www.google.com/amp/s/pergikuliner.com/blog/10-dessert-enak-di-jakarta-yang-perlu-kamu-coba.amp
Radar Bogor. (2017, November 30). Metropolis. Retrieved Juli 1, 2019, from Radar Bogor: http://www.radarbogor.id/2018/11/30/40-persen-bisnis-kuliner-dikuasai-anak-muda/
Safira, P. N. (2018, Juni 17). Bisnis. Retrieved Juni 27, 2019, from Kompasiana: https://www.kompasiana.com/putrynadiasafira3957/5b4df89f6ddcae2eb669c112/media-sosial-sebagai-media-promosi-baru-dalam-usaha-kuliner?page=all
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 , 36-41.
Siregar, S. (2014). Metode Penelitian Kuantitatif Dilengkapi Dengan Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana Prenadamedia Group .
Situmorang, S. H., Mulyono, H., & Berampu , L. T. (2018, Juli-Desember). Peran dan Manfaat Social Media Marketing bagi Usaha Kecil. Asian Journal of Entrepreneurship and Family Business , I(2), 77-84.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Sujarweni, V. W. (2014). Metodologi Penelitian (1 ed.). Yogyakarta, Jawa Tengah, Indonesia: Pustakabarupress.
Sukandar, C. A. (2019, April 29). Digital Economy. (C. Sukandar, Editor) Retrieved Juni 7, 2019, from Warta Ekonomi: https://www.wartaekonomi.co.id/read225051/apa-itu-brand-equity.html
Wiastuti, R.D. & Kimberlee, S. (2018). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian di Simetri Coffee Roaster Puri, Jakarta. Jurnal Pariwisata, 5(2), 133-146.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015, Desember). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UKM (Studi Pada Batik Diajeng Solo). Jurnal Administratsi Bisnis, XXIX(1), 59-66.
Wulandhari, R. (2016, September 22). Koran. (S. Vidita, & L. Cansera, Editors) Retrieved Juni 6, 2019, from Republika Web Site: https://www.republika.co.id/berita/koran/inovasi/16/09/22/odwjw19-pemasaran-maksimal-pada-era-digital
Zimmerman, J., & Ng, D. (2015). Social Media Marketing All-In-One for Dummies (4th ed.). Hoboken, New Jersey : John Willey & Sons.
Published
2021-12-31
How to Cite
Wiastuti, R. and Sunggiardi, D. D. (2021) “Pengaruh social media marketing activities terhadap ekuitas merek di cyrano café bogor”, Jurnal Ilmiah Hospitality Management, 12(1), pp. 25-37. doi: 10.22334/jihm.v12i1.187.
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Copyright (c) 2021 Rachel Wiastuti, Dwi Devani Sunggiardi
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