Main Article Content
Abstract
Penelitian ini bertujuan untuk mengeksplorasi ekuitas merek di antara influencer Muslim yang berpartisipasi dalam Hijrah Fest dan dampaknya terhadap niat pembelian pengikut media sosial mereka. Dengan pesatnya pertumbuhan pengguna internet dan media sosial di Indonesia, serta meningkatnya peran influencer dalam pemasaran, penelitian ini menilai faktor-faktor yang memengaruhi ekuitas merek influencer Muslim dan pengaruhnya terhadap perilaku pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan menganalisis data melalui koefisien jalur untuk menguji sepuluh hipotesis yang terkait dengan hubungan antara kongruensi diri aktual, kongruensi diri ideal, interaktivitas virtual, kesadaran merek, citra merek, loyalitas merek, dan niat pembelian. Hasil penelitian menunjukkan bahwa kongruensi diri aktual dan ideal, serta interaktivitas virtual, memiliki dampak positif dan signifikan terhadap kesadaran merek dan citra merek. Selain itu, kesadaran merek secara positif memengaruhi citra merek, dan citra merek bersama dengan loyalitas merek memengaruhi niat pembelian pengikut. Riset ini memberikan pandangan praktis bagi para pemasar tentang strategi efektif dalam memanfaatkan influencer Muslim daring untuk meningkatkan ekuitas merek dan minat pembelian, dengan menyoroti pentingnya interaktivitas virtual dan keselarasan diri dalam membangun hubungan kuat antara influencer dan pengikutnya.
Keywords
Article Details
Copyright (c) 2024 Fahmi Fajri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Lou, C. dan Yuan, S. (2019) “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media,” Journal of Interactive Advertising, 19(1), hal. 58–73. Tersedia pada: https://doi.org/10.1080/15252019.2018.1533501.
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- Ongkowidjaja, Y. dan Tjokrosaputro, M. (2020) “CITRA MEREK DAN DUKUNGAN SELEBRITI UNTUK MEMPREDIKSI EKUITAS MEREK BERBASIS PELANGGAN PENGGUNA SHOPEE: KREDIBILITAS MEREK SEBAGAI VARIABEL MEDIASI [BRAND IMAGE AND CELEBRITY SUPPORT FOR PREDICTING BRAND EQUITY ON SHOPEE USERS: BRAND CREDIBILITY AS A MEDIA,” DeReMa (Development of ResearchManagement): Jurnal Manajemen, 15(2), hal. 227–243. Tersedia pada: https://ojs.uph.edu/index.php/DJM/article/view/2463.
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- Sirgy, M.J. et al. (1997) “Assessing the predictive validity of two methods of measuring self-image congruence,” Journal of the Academy of Marketing Science, 25, hal. 229–241. Tersedia pada: https://doi.org/10.1177/0092070397253004.
- Sugiyono (2016) Metode Penelitian: Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta.
- Talha, M., Tahir, Z. dan Mehroush, I. (2024) “Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising,” Spanish Journal of Marketing - ESIC, 28(4), hal. 382–401. Tersedia pada: https://doi.org/10.1108/SJME-03-2023-0073.
- Widodo, T. dan Umarullah, B. (2020) “PENGARUH INTERAKTIVITAS SITUS WEB TERHADAP NILAI MEREK DENGAN VARIABEL MEDIASI KESADARAN MEREK DAN CITRA MEREK (Studi Pada: Blanja.com),” in e-Proceeding of Management. Bandung: Telkom University, hal. 2316–2335. Tersedia pada: https://jitl.web.id/index.php/management/article/view/12173.
- Yong, S.C.S.C., Gao, X. dan Poh, W.S. (2024) “The Effect of Influencer Marketing on Consumer Engagement and Brand Loy-alty,” International Journal of Multidisciplinary: Applied Business and Education Research, 5(7), hal. 2357–2364. Tersedia pada: https://doi.org/10.11594/ijmaber.05.07.02.
- Yoo, B., Donthu, N. dan Lee, S. (2000) “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science, 28(2), hal. 195–211. Tersedia pada: https://doi.org/10.1177/0092070300282002.
References
Aaker, D.A. (2009) Managing Brand Equity: Capitalizing on The Value of A Brand Aame. New York: The Free Press.
Aaker, D.A. (2010) Building Strong Brands. London: Simon and Schuster.
Amelia, F., Kamalludin, K. dan May Syarah, M. (2020) “Peran Media Baru Dalam Kegiatan Hijrah Fest,” Komunika: Journal of Communication Science and Islamic Dakwah, 4(1), hal. 1–9. Tersedia pada: https://doi.org/10.32832/komunika.v4i1.4874.
Chaudhuri, A. dan Holbrook, M.B. (2001) “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65(2), hal. 81–93. Tersedia pada: https://doi.org/10.1509/jmkg.65.2.81.18255.
Creswell, J.W. dan Creswell, J.D. (2018) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 5 ed. Diedit oleh H. Salmon et al. Thousand Oaks: SAGE Publications, Inc.
Dhun dan Dangi, H.K. (2023) “Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM,” Journal of Internet Commerce, 22(sup1), hal. S28–S72. Tersedia pada: https://doi.org/10.1080/15332861.2022.2125220.
Dwianto, A.G., Iqbal, M. dan Alfissyahr, R. (2018) “ANALISIS DAMPAK PEMASARAN DI MEDIA SOSIAL ONLINE TERHADAP CITRA MEREK, MINAT BELI KONSUMEN, DAN NET PROMOTER SCORE (Pendekatan Eksperimental Virtual Brand Following pada aplikasi Instagram produk Fast Moving Consumer Goods @erigostore pada Mahasiswa S1 Un,” Jurnal Administrasi Bisnis (JAB), 55(1), hal. 91–99. Tersedia pada: https://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2244.
Eisingerich, A.B., MacInnis, D.J. dan Park, C.W. (2023) “Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?,” Journal of Business Research, 168, hal. 114240. Tersedia pada: https://doi.org/10.1016/j.jbusres.2023.114240.
Erdogan, B.Z. (1999) “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, 15(4), hal. 291–314. Tersedia pada: https://doi.org/10.1362/026725799784870379.
Escalas, J.E. dan Bettman, J.R. (2005) “Self-Construal, Reference Groups, and Brand Meaning,” Journal of Consumer Research, 32(3), hal. 378–389. Tersedia pada: https://doi.org/10.1086/497549.
Hadinata, D.R. dan Haryanti, S. (2022) “Pengaruh Kesadaran Merek, Citra Merek, Status Pionir terhadap Minat Beli Jasa Reservasi Hotel Online,” Perspektif : Jurnal Ekonomi dan Manajemen Akademi Bina Sarana Informatika, 20(1), hal. 99–107. Tersedia pada: https://doi.org/10.31294/jp.v20i1.12561.
Hair Jr, J.F. et al. (2021) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3 ed. Thousand Oaks: SAGE Publications, Inc. Tersedia pada: https://uk.sagepub.com/en-gb/eur/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548.
Hatta, H. dan Salman, M. (2016) “Keputusan Pembelian: Pengaruh Kualitas Informasi dan Komunitas Virtual Samsung Galaxy Tab di E-Commerce,” Ekonomi Bisnis, 21(1), hal. 105–121. Tersedia pada: https://journal2.um.ac.id/index.php/ekobis/article/view/2044.
Jhawar, A., Kumar, P. dan Varshney, S. (2023) “The emergence of virtual influencers: a shift in the influencer marketing paradigm,” Young Consumers, 24(4), hal. 468–484. Tersedia pada: https://doi.org/10.1108/YC-05-2022-1529.
Jugenheimer, D.W. (1979) “Brand Loyalty, Measurement and Management. Jacoby, Jacob, and Robert W. Chestnut. New York: John Wiley & Sons, 1978. 120 pp,” Journal of Advertising, 8(2), hal. 46. Tersedia pada: https://doi.org/10.1080/00913367.1979.10717981.
Keller, K.L. (1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57(1), hal. 1–22. Tersedia pada: https://doi.org/10.1177/002224299305700101.
Khan, N. et al. (2015) “Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry,” International Journal of Business and Management, 10(1), hal. 172–181. Tersedia pada: https://doi.org/10.5539/ijbm.v10n1p172.
Ki, C.-W. (Chloe) et al. (2020) “Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs,” Journal of Retailing and Consumer Services, 55, hal. 102133. Tersedia pada: https://doi.org/10.1016/j.jretconser.2020.102133.
Kurniasih, A. dan Yuliaty, F. (2022) “PEMASARAN DIGITAL DAN CITRA MEREK MENINGKATKAN LOYALITAS PELANGGAN MELALUI KEPUASAN PADA PELANGGAN PRODUK FASHION,” Jurnal Inspriasi Ilmu Manajemen, 1(1), hal. 1–10. Tersedia pada: https://doi.org/10.32897/jiim.2022.1.1.1640.
Laroche, M., Habibi, M.R. dan Richard, M.-O. (2013) “To be or not to be in social media: How brand loyalty is affected by social media?,” International Journal of Information Management, 33(1), hal. 76–82. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2012.07.003.
Lie, B. dan Nawawi, M.T. (2023) “Pengaruh Citra Merek dan Kepercayaan Merek terhadap Loyalitas Merek Dimediasi oleh Persepsi Harga di PT Shopee International Indonesia,” Jurnal Manajerial dan Kewirausahaan, 5(4), hal. 875–881. Tersedia pada: https://doi.org/10.24912/jmk.v5i4.26929.
Liu, F. et al. (2012) “Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands,” European Journal of Marketing, 46(7/8), hal. 922–937. Tersedia pada: https://doi.org/10.1108/03090561211230098.
Lou, C. dan Yuan, S. (2019) “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media,” Journal of Interactive Advertising, 19(1), hal. 58–73. Tersedia pada: https://doi.org/10.1080/15252019.2018.1533501.
Malär, L. et al. (2011) “Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self,” Journal of Marketing, 75(4), hal. 35–52. Tersedia pada: https://doi.org/10.1509/jmkg.75.4.35.
Maryati M, D.E., Utami, E.Y. dan Elizabeth, R. (2023) “The Impact of Influencer Credibility on Consumer Purchasing Decisions: A Case Study on the Fashion Industry in Indonesia,” West Science Interdisciplinary Studies, 1(9), hal. 871–878. Tersedia pada: https://doi.org/10.58812/wsis.v1i09.243.
Ongkowidjaja, Y. dan Tjokrosaputro, M. (2020) “CITRA MEREK DAN DUKUNGAN SELEBRITI UNTUK MEMPREDIKSI EKUITAS MEREK BERBASIS PELANGGAN PENGGUNA SHOPEE: KREDIBILITAS MEREK SEBAGAI VARIABEL MEDIASI [BRAND IMAGE AND CELEBRITY SUPPORT FOR PREDICTING BRAND EQUITY ON SHOPEE USERS: BRAND CREDIBILITY AS A MEDIA,” DeReMa (Development of ResearchManagement): Jurnal Manajemen, 15(2), hal. 227–243. Tersedia pada: https://ojs.uph.edu/index.php/DJM/article/view/2463.
Pamukti, M.W.J., Lukitaningsih, A. dan Ningrum, N.K. (2023) “Pengaruh Actual Self-Congruity, Ideal Self-Congruity Dan Virtual Interactivity Fadil Jaidi Terhadap Brand Image Grab Indonesia,” Dynamic Management Journal, 7(2), hal. 215–229. Tersedia pada: https://jurnal.umt.ac.id/index.php/dmj/article/view/7841.
Pavlou, P.A. dan Stewart, D.W. (2000) “Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda,” Journal of Interactive Advertising, 1(1), hal. 61–77. Tersedia pada: https://doi.org/10.1080/15252019.2000.10722044.
Sirgy, M.J. (1982) “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9(3), hal. 287–300. Tersedia pada: https://www.jstor.org/stable/2488624.
Sirgy, M.J. et al. (1997) “Assessing the predictive validity of two methods of measuring self-image congruence,” Journal of the Academy of Marketing Science, 25, hal. 229–241. Tersedia pada: https://doi.org/10.1177/0092070397253004.
Sugiyono (2016) Metode Penelitian: Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta.
Talha, M., Tahir, Z. dan Mehroush, I. (2024) “Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising,” Spanish Journal of Marketing - ESIC, 28(4), hal. 382–401. Tersedia pada: https://doi.org/10.1108/SJME-03-2023-0073.
Widodo, T. dan Umarullah, B. (2020) “PENGARUH INTERAKTIVITAS SITUS WEB TERHADAP NILAI MEREK DENGAN VARIABEL MEDIASI KESADARAN MEREK DAN CITRA MEREK (Studi Pada: Blanja.com),” in e-Proceeding of Management. Bandung: Telkom University, hal. 2316–2335. Tersedia pada: https://jitl.web.id/index.php/management/article/view/12173.
Yong, S.C.S.C., Gao, X. dan Poh, W.S. (2024) “The Effect of Influencer Marketing on Consumer Engagement and Brand Loy-alty,” International Journal of Multidisciplinary: Applied Business and Education Research, 5(7), hal. 2357–2364. Tersedia pada: https://doi.org/10.11594/ijmaber.05.07.02.
Yoo, B., Donthu, N. dan Lee, S. (2000) “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science, 28(2), hal. 195–211. Tersedia pada: https://doi.org/10.1177/0092070300282002.