Analisis Pemasaran Media Sosial pada Merk Uniqlo
Studi Kasus Uniqlo di Indonesia
DOI:
https://doi.org/10.24002/konstelasi.v3i2.7210Keywords:
social media marketing, brand equity, consumer behaviorAbstract
Abstrak. Penelitian ini menjelaskan tingkat brand equity suatu merk yang dipengaruhi oleh pemasaran media sosial (social media marketing) dengan dimediasi oleh brand experience. Selain itu penelitian ini dilakukan untuk melihat seberapa kuat pemasaran produk melalui media sosial yang akan membentuk ekuitas merk Uniqlo sebagai merk mewah di Indonesia. Sampel yang diambil sebanyak 380 responden dengan teknik nonrandom sampling melalui survei daring pada pengguna Uniqlo di Indonesia. SEM-PLS adalah alat analisis yang digunakan untuk menjelaskan hubungan antarvariabel yang dikonsepkan. Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand equity begitu juga brand experience memediasi hubungan antara social media marketing dengan brand equity. Penelitian ini memberikan sarana kepada merk mewah Uniqlo untuk memiliki strategi yang lebih kuat dalam membentuk ekuitas merk mereka yang pastinya didukung oleh pemasaran melalui media sosial.
Abstract. This study explains the level of brand equity of a brand which is influenced by social media marketing mediated by brand experience. In addition, this research was conducted to see how strong it is to market products through social media which will form Uniqlo's brand equity as a luxury brand in Indonesia. The samples taken were 380 respondents using a non-random sampling technique through an online survey of Uniqlo users in Indonesia. SEM-PLS is an analytical tool used to explain the relationship between conceptualized variables. The results of this study indicate that social media marketing has a positive and significant effect on brand equity as well as brand experience mediating the relationship between social media marketing and brand equity. This research provides a means for the luxury brand Uniqlo to have a stronger strategy in building their brand equity which is certainly supported by marketing through social media.
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