The effect of social media marketing activities on brand awareness, brand image and brand loyalty for the Netflix brand
Abstract
This study aims to analyze how social media marketing activities influence brand awareness, brand image, and brand loyalty for the Netflix brand. This study uses primary data collected through a questionnaire research instrument. The sample in this research is 500 respondents who have subscribed or are currently subscribing to Netflix. This research is descriptive and verification in nature. The data in this study used the help of Statistical Product and Service Solution (SPSS) tools, and Structural Equation Modeling – Partial Least Square (SEM-PLS). Data analysis in this study Instrument Test Results stated that the data in this study proved to be valid and reliable. The results of this study prove that: (1) Social Media Marketing influences Brand Awareness positively and significantly, (2) Social Media Marketing influences Brand Image positively and significantly, (3) Social Media Marketing influences Brand Loyalty positively and significantly, (4) Brand awareness positively and significantly influences Brand Image, (5) Brand Awareness positively and significantly influences Brand Loyalty, (6) Brand Image positively and significantly influences Brand Loyalty. These results have implications for future researchers to examine how the influence of social media marketing of a brand influences brand awareness, brand image, and brand loyalty. The findings of this study have implications for brand owners to formulate social media marketing strategies that can influence brand awareness, brand image and brand loyalty.
Downloads
References
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.
APJII. (2020). Siaran Pers: Pengguna Internet Indonesia Hampir Tembus 200 Juta di 2019 – Q2 2020. https://blog.apjii.or.id/index.php/2020/11/09/siaran-pers-pengguna-internet-indonesia-hampir-tembus-200-juta-di-2019-q2-2020/
Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
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.
Darmadi, D., Sugiharto, & Tony, S. (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Gramedia Pustaka Utama.
Durianto, D., & Budianto, L. J. (2004). Brand Equity Ten-Strategi Memimpin Pasar. Pustaka Utama.
Fajariah, N., Thoyib, A., & Rahman, F. (2016). Pengaruh brand awareness, perceived quality, dan brand image terhadap brand loyalty pada generasi Y di Indonesia. Jurnal Aplikasi Manajemen, 14(3), 471–480.
Fatimah, S. (2014). Pengaruh kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek terhadap keputusan pembelian pelembab wardah pada konsumen Al Yasini Mart Wonorejo. Sketsa Bisnis, 1(2).
Fetchko, M. J., Roy, D. P., & Clow, K. E. (2018). Sports marketing. Routledge.
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4), 105–111.
Gunelius. (2011). 30-minute Social Media Marketing. McGraw-Hill Companies.
Hidayah, S. N. (2019). Pengaruh Promosi, Kualitas Produk, Kepercayaan, dan Kualitas Pelayanan terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening (Studi pada Nasabah BRI Syariah KCP Majapahit). IAIN SALATIGA.
Ishak, A., & Luthfi, Z. (2011). Pengaruh kepuasan dan kepercayaan konsumen terhadap loyalitas: Studi tentang peran mediasi switching costs. Jurnal Siasat Bisnis, 15(1).
Jakpat. (2022). 2022 Indonesia Mobile Entertainment & Social Media Trends – JAKPAT Survey Report 2023. https://blog.jakpat.net/2022-indonesia-mobile-entertainment-social-media-trends-jakpat-survey-report-2023/
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). Pearson.
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131.
Lee, H., Lee, C., & Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091–1111.
Lubiana, M., & Fauzi, D. A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE). Jurnal Administrasi Bisnis (JAB), 58(1).
Netfilix. (2020). Skip Intro: Netflix Turns 25 Today. https://www.netflix.com/tudum/articles/netflix-trivia-25th-anniversary
O’guinn, T., Allen, C., Semenik, R. J., & Scheinbaum, A. C. (2014). Advertising and integrated brand promotion. Cengage Learning.
Permana, M. S., & Haryanto, J. O. (2014). Pengaruh Country of origin, brand image dan persepsi kualitas terhadap intensi pembelian. Jurnal Manajemen Untar, 18(3), 112392.
Riyanto, A. D. (2020). Hootsuite (We are Social): Indonesian Digital Report 2020. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2020/
Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469–476.
So, K. K. F., Wu, L., Xiong, L., & King, C. (2018). Brand management in the era of social media: Social visibility of consumption and customer brand identification. Journal of Travel Research, 57(6), 727–742.
Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
Srivastava, M., & Rai, A. K. (2014). An investigation into service quality–customer loyalty relationship: the moderating influences. Decision, 41, 11–31.
Subaebasni, S., Risnawaty, H., & Wicaksono, A. R. A. (2019). Effect of brand image, the quality and price on customer satisfaction and implications for customer loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90.
Veno, M., Subagio, & Hartono. (2013). Analisa Pengaruh kepercayaan terhadap tenaga penjual (trust in employee), dan kepercayaan terhadap merek (trust in brand) terhadap niat beli (purchase intention) konsumen pada Bernini furniture di Surabaya, dan Semarang. Jurnal Strategi Pemasaran, 1(2), 1–12.
Wan Jasni, W. N. F., Jamaluddin, M. R., & Hanafiah, M. H. (2020). Online travel agencies (OTAs) e-service quality, brand image, customer satisfaction and loyalty. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12(2), 96–111.
Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. John Wiley & Sons.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(01), 58.
