Can Social Advertising And Internet Meme Enhance Consumer Trust And Satisfaction?

Fakhruriyah Agustin Latif; Tatik Suryani

doi:10.30741/wiga.v14i1.1150

Authors

Fakhruriyah Agustin Latif Universitas Hayam Wuruk Perbanas
Tatik Suryani Universitas Hayam Wuruk Perbanas

DOI:

https://doi.org/10.30741/wiga.v14i1.1150

Keywords:

Brand Image, Customer Satisfaction, Internet Memes, Social Advertising, Trust

Abstract

Despite some companies using social advertising and internet meme on social media, less research focuses on the impact of both brand image and also its effect on customers trusts and satisfaction. In fashion industry in Indonesia some of companies used social advertising and internet meme for enhanching their brand image. This research focus on Zoya which produce Moslem wear and in the top position in the market, but recently many new competitor entrants in this market. The objective of this research is to examine the effect of social advertising and internet memes on brand image, and the effect of brand image on customer trust and customers satisfaction. The research was designed by survey which. Involved 232 respondents. Data were analyzed using the Partial Least Square method. The research found that social advertising and internet memes have a positive significantly effect on Brand Image, and Brand Image has positive significantly affect consumer trust and satisfaction.The implication of the research is that company should manage internet meme and social advertising effectively and always improve the content fit in the trend and customer expectation.

Downloads

Download data is not yet available.

References

Abdullah, P. M. (2015). Metode Penelitian Kuantitatif. Yogyakarta: Aswaja Pressindo.

Acai Sudirman1, F. H. (2020). Kepercayaan Sebagai Pemediasi Dampak Citra Merek dan Harga Terhadap Kepuasan Konsumen Gojek. Jurnal Pemasaran Kompetitif, 66-76.

Agustina, L. (2018). Live Video Streaming Sebagai Bentuk Perkembangan Fitur Media Sosial. Diakom: Jurnal Media Dan Komunikasi, 17-23.

Akbar, A. (2019). Faktor Penyebab Abortus di Indonesia Tahun 2010-2019: Studi Meta Analisis. Jurnal Biomedik (JBM), 182-191.

Al-Emad, s. A. (2018). Structural relationship of leadership qualities with worker’s issues for Saudi Arabia's construction industry. MATEC Web of Conferences 250, 1-11.

Alfarizky, R. A. (2020). Effect of Brand Image and Brand Trust on Brand Loyalty in Yamaha Products (Case Study of Students of Muhammadiyah University North Sumatra. Jurnal AKMAMI (Akutansi, Manajemen, Ekonomi,), 32-42.

Alhaddad, A. A. (2015). The Effect of Advertising Awareness on Brand Equity in Social Media. International Journal of e-Education, e-Business, e-Management and e-Learning, 73-84.

Apriliani, M. (2019). Pengaruh Promosi Dan Sertifikasi Halal Terhadap Keputusan Pembelian Pada Konsumen Produk Oriflame Di Cirebon. Skripsi Institut Agama Islam Bunga Bangsa Cirebon, 1-104.

Aydin, G. (2016). Attitudes towards Digital Advertisements: Testing Differences between Social Media Ads and Mobile Ads. nternational Journal of Research in Business Studies and Management , 1-11.

Bilgin, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty . Business & Management Studies:An International Journal, 128-148.

Bruno Godey, A. M. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 1-9.

Cabrera, A. M.-R. (2020). Engaging My Gen Z Class: Teaching with Memes. Medical Science Educator, 1-2.

Corbin, A. S. (2013). Dasar-Dasar Penelitian Kualitatif Tatalangkah dan Teknik-teknik Teoritisasi Data. Yogyakarta: Pustaka Pelajar.

Dąbrowski, B. S. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 31-53.

Dimitriadis, G. T. (2014). Brand Strategies in Social Media. Marketing Intelligence & Planning , 328-344.

Eun-Ju Seo, J.-W. P. (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.

Fridayana Yudiaatmaja, M. (2017). Analisis Jalur Perhitungan Manual dan Aplikasi Komputer Statistik. Depok: Rajawali pers.

Gloria Johanna Bustos, A. R.-A. (2011). Association between stress perception and risk of an eating disorder. Salud Uninorte, 25-30.

Grundlingh, L. (2017). Memes as speech acts. Social Semiotics, 1-22.

Gul, R. (2014). The Relationship between Reputation, Customer Satisfaction, Trust, and Loyalty. Journal of Public Administration and Governance, 368-387.

Hanim Faizal, S. N. (2019). Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Loyalitas Pelanggan Dimediasi Kepercayaan Dan Kepuasan Pelanggan Pelanggan . Jurnal Riset Manajemen dan Bisnis (JRMB) : 307-316.

Hj. Nursimah Dara, N. P. (2018). Pengaruh Kualitas Produk Dan Penetapan Harga Pakaian Batik Terhadap Minat Beli Pelanggan Pasar Tanah Abang. Dynamic Management Journal, 22-34.

Holyoak, E. F. (2021). Cognitive and motivational factors driving sharing of internet memes. Memory & Cognition, 863-872.

Hsuju Teng, C.-F. L.-H. (2021). How do internet memes affect brand image. Online Information Review, 304-318.

Igor Stojanovic, L. A.-P. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 83-100.

Iqbal, A. I. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services Economics and Management, 177-193.

Joe F. Hair, C. M. (2011). PLS-SEM: Indeed A Silver Bullet. Journal of Marketing Theory and Practice, 139-151.

John Carlos Pedrozo-Pupo, M. J.-C.-A. (2020). Perceived stress associated with COVID-19 epidemic in Colombia: an online survey . Cad. Saúde Pública, 1-7.

Joseph F. Hair, J. G. (2017). J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate Data Analysis, New. United State of America: SAGE Publication.

Joseph F. Hair, J. J. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 2-24.

JR Landis, G. K. (1977). The measurement of observer agreement for categorical data . Biometrics , 159-74.

Jung, A.-R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 303-309.

Keller, K. L. (2009). Building strong brands in a modern marketing communication environment. Journal of Marketing Communications, 139-155.

Keller, K. L. (2010). Strategic Brand Management, Building, Measuring and Managing Brand Equitu. England: Pearson Education.

Lee, G. T. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management volume.

Liung, H. L. (2017). Pengaruh Kualitas Layanan Terhadap Kepuasan Dalam Meningkatkan Loyalitas Di Moderasi Harga. Jurnal Ekonomi , 32-44.

M. Afif Fathi Ramadhan, S. S. (2019). Pengaruh Citra Merek, Kepercayaan, dan Komitmen Terhadap Loyalitas Pelanggan Aplikasi Transportasi Online GOJEK di Kota Malang. JIMMU, 5-18.

María Fuentes-Blasco, B. M.-V.-S. (2017). Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing. Management Decisio, 1558-1577.

Maslakçi, L. S. (2020). Validity And Reliability In Quantitative Research. Business & Management Studies:An International Journal, 2695-2726.

Matthias Fink, M. K. (2018). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 1-9.

Miltner, K. M. (2018). Internet Memes. The SAGE Handbook of Social Media, 412-428.

Munawar. (2023, April 13). Jumlah Umat Islam (Muslim) Se Dunia Tahun 2023. (NUCilacapOnline) Retrieved Juli 13, 2023, from https://pcnucilacap.com/jumlah-umat-islam-muslim-se-dunia-tahun-2023-ada-berapa/

Munshi, J. (2014). A Method for Constructing Likert Scales. SSRN Electronic Journal, 1-12.

Nabilah, A. (2022, September 30). Peluang Pasar: Produk Fashion Muslim. (UKMINDONESIA.ID) Retrieved Juli 13, 2023, from https://ukmindonesia.id/baca-deskripsi-posts/peluang-pasar-produk-fashion-muslim/

NS Padmanabhan, B. A. (2015). A study on the difference in customer attitude towards mobile advertising across gender. International Journal of Engineering and Management Research (IJEMR), 5-9.

Nur Syakirah Ahmad, R. M. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia Economics and Finance, 331-336.

Olivia, T. Y. (2022). Enhancing Patronage Intention on Online Fashion Industry in Indonesia: The Role of Value Co-Creation, Brand Image, and E-Service Quality. Cogent Business & Management, 1-32.

Philip Kotler, G. A. (2018). Principles of Marketing. Pearson.

Procházka, O. (2019). Making Sense of Facebook’s Content Moderation:A Posthumanist Perspective on Communicative Competence and Internet Memes. University of Ostrava, 362-397.

Ravita Dwi Yana, S. Y. (2015). Pengaruh Citra Merek Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan. Jurnal Administrasi Bisnis (JAB), 1-7.

Rizwan Ullah Khan, Y. S. (2020). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 1-27.

Rumyeni, E. E. (2018). Pengaruh Penggunaan Media Sosial Terhadap Perubahan Sistem Nilai Masyarakat Melayu Di Kota Pekanbaru. Komunikasi, 161-170.

Rupak Rauniar, G. R. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 6-30.

Salamah, E. U. (2015). Structural Equation Modeling-Partial Least Square untuk Pemodelan Derajat Kesehatan Kabupaten/Kota di Jawa Timur (Studi Kasus Data Indeks Pembangunan Kesehatan Masyarakat Jawa Timur 2013). JURNAL SAINS DAN SENI ITS, 169-174.

Shafique Ur Rehman, A. B. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 1-25.

Shifman, L. (2013). Memes in a Digital World: Reconciling with a Conceptual Troublemaker. Journal of Computer-Mediated Communication, 362-377.

Sugiyono. (2009). Memahami Penelitian Kualitatif. Bandung: Alfabeta.

Tami Dinh, K. M. (2016). Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 4-22.

Tang, o. L. (2017). What Makes Live Events Engaging on Facebook Live, Periscope, and Snapchat. CHI, 48-60.

Tjiptono, F. (2014). Pemasaran jasa : prinsip, penerapan, dan penelitian. Yogyakarta: Andi Offset.

Tung, L. N. (2022). A moderated mediation model of situational context and brand image for online purchases using eWOM. Journal of Product & Brand Management, 1-12.

Untarini, N. (2011). Pengaruh Asosiasi Merek Berdasarkan Fungsi Merek Produk Hand And Body Lotion Citra Terhadap Loyalitas Merek Di Surabaya. BISMA : Jurnal Bisnis dan Manajemen, 186-205.

Walsh, G., Beatty, S. E., & Holloway, B. B. (2015). Measuring client-based corporate reputation in B2B professional services : scale development and validation . The journal of services marketing, 173-187.

Whitehead, T. M. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 743-753.

Wingdes, I. (2019). Pemanfaatan SEM PLS untuk Penelitian. Seminar Nasional Hasil Pengabdian Kepada Masyarakat, 43-48.

x. (x). x. x, x.

Yunaida, E. (2017). Pengaruh Brand Image (Citra Merek) terhadap Loyalitas Konsumen Produk Oli Pelumas Evalube di Kota Langsa. JURNAL MANAJEMEN DAN KEUANGA, 798-807.

Zeb, F. U. (2022). Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image. Journal of Islamic Marketing, 1-28.

Zélia Raposo Santos, P. S. (2021). Fostering Consumer–Brand Relationships through social media brand communities. Journal of Marketing Communications, 1-31.