PENGARUH SOCIAL MEDIA COMMUNICATION TERHADAP BRAND EQUITY MELALUI MEDIASI ELECTRONIC WORD OF MOUTH: Survei pada Followers Instagram @Ajaib_kripto

Mochamad Faros Fawwaz Al Azhiem, - (2024) PENGARUH SOCIAL MEDIA COMMUNICATION TERHADAP BRAND EQUITY MELALUI MEDIASI ELECTRONIC WORD OF MOUTH: Survei pada Followers Instagram @Ajaib_kripto. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Ajaib Kripto merupakan salah satu aplikasi investasi kripto yang hadir di Indonesia, namun kehadirannya belum bisa menyaingi para kompetitornya seperti Indodax, Tokocrypto, dan Reku. Untuk memperkuat posisi pasar dan meningkatkan kepercayaan pengguna, penguatan ekuitas merek (brand equity) melalui strategi komunikasi media sosial (social media communication) menjadi kunci. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi media sosial terhadap brand equity melalui electronic word of mouth (eWOM), serta menggambarkan tingkat komunikasi media sosial, eWOM, dan brand equity di kalangan pengguna Ajaib Kripto. Metode penelitian yang digunakan adalah kuantitatif dengan desain deskriptif dan kausalitas. Kriteria responden meliputi pengguna aplikasi Ajaib Kripto yang pernah melihat ulasan tentang Ajaib Kripto dan merupakan pengikut akun Instagram @Ajaib_kripto, dengan total 416 responden. Pengumpulan data dilakukan melalui kuesioner online, dan analisis dilakukan menggunakan SEM PLS dengan perangkat lunak SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa komunikasi media sosial, eWOM, dan brand equity berada pada kategori tinggi. Terdapat pengaruh positif dan signifikan antara komunikasi media sosial dan eWOM, eWOM dan brand equity, serta komunikasi media sosial dan brand equity. Selain itu, ditemukan pengaruh tidak langsung yang signifikan antara komunikasi media sosial terhadap brand equity melalui eWOM. Temuan penelitian ini menegaskan pentingnya komunikasi media sosial dalam membangun eWOM positif, yang pada akhirnya memperkuat brand equity. Oleh karena itu, disarankan agar Ajaib Kripto terus meningkatkan strategi komunikasi media sosial untuk menarik minat dan meningkatkan transaksi pengguna. Ajaib Kripto is an crypto investment application that has been present in Indonesia, but its presence has not been able to compete with its competitors such as Indodax, Tokocrypto, and Reku. To strengthen market position and increase user trust, strengthening brand equity through social media communication strategies is key. This study aims to analyze the effect of social media communication on brand equity through electronic word of mouth (eWOM), and describe the level of social media communication, eWOM, and brand equity among Ajaib Kripto users. The research method used is quantitative with descriptive and causality designs. Respondent criteria include users of the Ajaib Kripto application who have seen reviews about Ajaib Kripto and are followers of the @Ajaib_kripto Instagram account, with a total of 416 respondents. Data collection was carried out through an online questionnaire, and the analysis was carried out using SEM PLS with SmartPLS 3.2.9 software. The results showed that social media communication, eWOM, and brand equity were in the high category. There is a positive and significant influence between social media communication and eWOM, eWOM and brand equity, and social media communication and brand equity. In addition, a significant indirect effect was found between social media communication and brand equity through eWOM. The findings of this study confirm the importance of social media communication in building positive eWOM, which in turn strengthens brand equity. Therefore, it is recommended that Ajaib Kripto continue to improve its social media communication strategy to attract and increase user transactions.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Mochamad+Faros+Fawwaz+Al+Azhiem+2003864&authuser=3# ID SINTA Dosen Pembimbing: Eka Surachman: 5979141 Asep Miftahuddin: 6750370
Uncontrolled Keywords: Social media communication, Electronic word of mouth, Brand equity, Ajaib kripto
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mochamad Faros Fawwaz Al Azhiem
Date Deposited: 30 Sep 2024 03:32
Last Modified: 30 Sep 2024 03:32
URI: http://repository.upi.edu/id/eprint/126035

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