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Abstract
Saat ini dunia bisnis telah memasuki era digital, salah satunnya adalah bisnis dalam aspek keuangan atau transaksi pembayaran. Banyak produk-produk financial technology diluar bank syariah yang sudah eksis dan banyak diminati masyarakat. Tentu saja hal tersebut menjadi ancaman tersendiri bagi produk-produk financial technology milik perbankan Syariah. Penelitian ini mengusulkan sebuah solusi untuk meningkatkan citra merek dan kesadaran merek serta e-WOM (electronic word of mouth) dan komitmen konsumen produk mobile banking bank syariah melalui aktifitas pemasaran media sosial. Analisis penelitian ini menggunakan metode kuantitatif dengan software AMOS.
Hasil penelitian ini membuktikan bahwa : (1). Aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap citra merek, semakin tinggi aktivitas pemasaran media sosial akan meningkatkan citra merek. (2). Aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap kesadaran merek, semakin tinggi aktivitas pemasaran media sosial akan meningkatkan kesadaran merek. (3). Citra merek berpengaruh positif dan signifikan terhadap e-WOM, semakin tinggi citra merek akan meningkatkan sikap menggunakan e-WOM. (4). Kesadaran merek berpengaruh positif dan signifikan terhadap e-WOM, semakin tinggi kesadaran merek akan meningkatkan e-WOM. (5). Citra merek berpengaruh positif dan signifikan terhadap komitmen, semakin tinggi citra merek akan meningkatkan komitmen. (6). Kesadaran merek berpengaruh positif dan signifikan terhadap komitmen, semakin tinggi kesadaran merek akan meningkatkan komitmen.Keywords
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References
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- Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120.
- Abrahão, R. de S., Moriguchi, S. N., & Andrade, D. F. (2016). Intention of adoption of mobile payment: An analysis in the light of the Unified Theory of Acceptance and Use of Technology (UTAUT). RAI Revista de Administração e Inovação, 13(3), 221–230. https://doi.org/10.1016/j.rai.2016.06.003
- Abu-Rumman, A., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity : An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics, 3(1), 315–326.
- Akbar, S. I. (2018). Impact of Social Media Usage Activities on Brand Awareness of Young Consumers The era of BBC and The Times has changed because we no longer depend, 217–234.
- Alves, H., Fernandes, C., & Raposo, M. (2016). Social Media Marketing: A Literatur Review and Implications. Psychology and Marketing, 33(12), 1029–1038. https://doi.org/10.1002/mar.20936
- Ambarwati, M., Sunarti, & Mawardi, M. K. (2015). Pengaruh citra merek terhadap minat beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent). Jurnal Administrasi Bisnis (JAB), 25(1), 1–7.
- Bekraf, & BPS. (2017). Data Statistik dan Hasil Survei Ekonomi Kreatis : Kerjasama Badan Ekonomi Kreatif dan badan Pusat Statistik.
- Berselli, S., Burger, S., & Close, J. (2012). Crisis Mapping Community Social Media Information During and After Large-Scale Disasters in Victoria. Worcerster Polytechnic Institute, (May).
- 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. https://doi.org/10.15295/v6i1.229
- Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation ? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948
- Buil, I., Martínez, E., & Chernatony, L. De. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74. https://doi.org/10.1108/07363761311290849
- Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness, 6(1), 171–134.
- Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in hong kong perform in marketing on social media websites? Journal of Travel and Tourism Marketing, 28(4), 345–368. https://doi.org/10.1080/10548408.2011.571571
- Chang, H. H., Hsu, C., & Chung, S. H. (2015). The Antecedents and Consequences of Brand Equity in Service Markets The Antecedents and Consequences of Brand Equity in Service Markets. Asia Pacific Management Review, 1(3), 601–624.
- Curras-perez, R., Sanchez-garcia, I., Curras-perez, R., & Sanchez-garcia, I. (2015). Antecedents and Consequences of Consumer Commitment in Traditional and low-cost Airlines ANTECEDENTS AND CONSEQUENCES OF LOW-COST AIRLINES, 8408(September), 0–13. https://doi.org/10.1080/10548408.2015.1075458
- Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh Brand Equity, Brand Trust, Brand Preference, Dan Kepuasan Konsumen Terhadap Niat Membeli Kembali. E-Jurnal Manajemen Unud, 6(1), 2018–2046.
- Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience , hedonic emotions , and brand equity. European Journal of Marketing, 49(7/8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200
- Durianto, D. (2001). Strategi Menaklukkan Pasar Melalui. Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama.
- Ebeid, A. Y. (2014). Distribution Intensity , Advertising , Monetary Promotion , and Customer-Based Brand Equity : An Applied Study in Egypt, 6(4), 113–122. https://doi.org/10.5539/ijms.v6n4p113
- Elaydi, H. O. (2018). The Effect of Social Media Marketing on Brand Awareness through Facebook : An Individual-Based Perspective of Mobile Services Sector in Egypt, 5, 1–13. https://doi.org/10.4236/oalib.1104977
- Erdİl, T. S. (2015). Effects of customer brand perceptions on store image and purchase intention : An application in apparel clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/j.sbspro.2015.10.088
- Ferdinand, A. (2006). Structural Equation Modelling dalam Penelitian Manajemen. Semarang: UNDIP.
- Fischer, E., & Reuber, A. R. (2011). Journal of Business Venturing Social interaction via new social media : ( How ) can interactions on Twitter affect effectual thinking and behavior ? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
- Ghozali, I., & Latan, H. (2012). Partial Least Square “Konsep, Teknik dan Aplikasi” SmartPLS 2.0 M3. Semarang: Universitas Diponegoro.
- Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016a). Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.181
- Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016b). Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior, 69, 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
- Hair, J. F. J., Anderson, R. ., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Prentice Hall, International, Inc.
- Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A., & Ijab, M. T. (2016). Role of social media in information-seeking behaviour of international students : A systematic literatur review. Aslib Journal of Information Managemen, 66(5), 643–666. https://doi.org/10.1108/AJIM-03-2016-0031
- Hennig-thurau, T., Eifler, V., Hennig-thurau, T., Gwinner, K. P., & Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms : What Motivates Consumers To Articulate Themselves On The Internet ? Journal Of Interactive Marketing, 18(1), 39–52. https://doi.org/10.1002/dir.10073
- Jones, T., Fox, G. L., Taylor, S. F., & Fabrigar, L. R. (2010). Service customer commitment and response. Journal of Services Marketing, 24(1), 16–28. https://doi.org/10.1108/08876041011017862
- Kaplan, A. M., & Haenlein, M. (2010a). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
- Kaplan, A. M., & Haenlein, M. (2010b). Users of the world , unite ! The challenges and opportunities of Social Media. https://doi.org/10.1016/j.bushor.2009.09.003
- Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(January), 1–22.
- Keller, K. L., & Aaker, D. A. (1998). The Impact of Corporate Marketing on a Company ’ s Brand Extensions. Corporate Reputation Review, 1(4), 356–378.
- 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. https://doi.org/10.1016/j.jbusres.2011.10.014
- Kindarto, A. (2010). Efektif Blogging Dengan Aplikasi Facebook: Integrasikan. Facebook Dengan Situs Jejaring Sosial Lainnya. Jakarta: Media Elex Computindo.
- Knapp, Du. (2000). The Brand Mindset. New York: McGraw-Hill.
- Kotler, P. (2016). Manajemen Pemasaran. Jakarta: PT Indeks.
- Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran. Jakarta: PT Indeks.
- Mangold, W. G., & Faulds, D. J. (2009a). Social media : The new hybrid element of the promotion mix. Business Horizons, 52, 357–359. https://doi.org/10.1016/j.bushor.2009.03.002
- Mangold, W. G., & Faulds, D. J. (2009b). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
- Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(Juli 1994), 20–38.
- Moriansyah, L. (2015). Pemasaran Melalui Media Sosial: Antecedents Dan Consequences. Jurnal Penelitian Komunikasi Dan Opini Publik, 19, 187–196.
- Mowen, J., & Minor, M. (2002). Perilaku Konsumen. Jakarta: Erlangga.
- Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand Equity, Brand Loyalty And Consumer Satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
- Parker, B. T. (2015). The Influence of Brand Equity on Consumer Response toward Environmental Product Advertisements. Studies in Media and Communication, 3(1), 177–126. https://doi.org/10.11114/smc.v3i1.800
- Rapp, A., & Beitelspacher, L. S. (2013). Understanding social media effects across seller , retailer , and consumer interactions, 547–566. https://doi.org/10.1007/s11747-013-0326-9
- Sam, S., Young, J., Choe, J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness , perceived quality , brand image , brand loyalty , and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
- Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputusan Pembelian Dan Kepuasan Konsumen ( Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang ). Jurnal Administrasi Bisnis (JAB), 40(2), 7–16.
- Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007
- Seo, E., & Park, J. (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,
References
Aaker, D. (1991). Managing Brand Equity; Capitalizing on the Value of Brand Name. New York: Free Pass.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120.
Abrahão, R. de S., Moriguchi, S. N., & Andrade, D. F. (2016). Intention of adoption of mobile payment: An analysis in the light of the Unified Theory of Acceptance and Use of Technology (UTAUT). RAI Revista de Administração e Inovação, 13(3), 221–230. https://doi.org/10.1016/j.rai.2016.06.003
Abu-Rumman, A., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity : An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics, 3(1), 315–326.
Akbar, S. I. (2018). Impact of Social Media Usage Activities on Brand Awareness of Young Consumers The era of BBC and The Times has changed because we no longer depend, 217–234.
Alves, H., Fernandes, C., & Raposo, M. (2016). Social Media Marketing: A Literatur Review and Implications. Psychology and Marketing, 33(12), 1029–1038. https://doi.org/10.1002/mar.20936
Ambarwati, M., Sunarti, & Mawardi, M. K. (2015). Pengaruh citra merek terhadap minat beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent). Jurnal Administrasi Bisnis (JAB), 25(1), 1–7.
Bekraf, & BPS. (2017). Data Statistik dan Hasil Survei Ekonomi Kreatis : Kerjasama Badan Ekonomi Kreatif dan badan Pusat Statistik.
Berselli, S., Burger, S., & Close, J. (2012). Crisis Mapping Community Social Media Information During and After Large-Scale Disasters in Victoria. Worcerster Polytechnic Institute, (May).
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. https://doi.org/10.15295/v6i1.229
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation ? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948
Buil, I., Martínez, E., & Chernatony, L. De. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74. https://doi.org/10.1108/07363761311290849
Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness, 6(1), 171–134.
Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: How does the hotel industry in hong kong perform in marketing on social media websites? Journal of Travel and Tourism Marketing, 28(4), 345–368. https://doi.org/10.1080/10548408.2011.571571
Chang, H. H., Hsu, C., & Chung, S. H. (2015). The Antecedents and Consequences of Brand Equity in Service Markets The Antecedents and Consequences of Brand Equity in Service Markets. Asia Pacific Management Review, 1(3), 601–624.
Curras-perez, R., Sanchez-garcia, I., Curras-perez, R., & Sanchez-garcia, I. (2015). Antecedents and Consequences of Consumer Commitment in Traditional and low-cost Airlines ANTECEDENTS AND CONSEQUENCES OF LOW-COST AIRLINES, 8408(September), 0–13. https://doi.org/10.1080/10548408.2015.1075458
Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh Brand Equity, Brand Trust, Brand Preference, Dan Kepuasan Konsumen Terhadap Niat Membeli Kembali. E-Jurnal Manajemen Unud, 6(1), 2018–2046.
Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience , hedonic emotions , and brand equity. European Journal of Marketing, 49(7/8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200
Durianto, D. (2001). Strategi Menaklukkan Pasar Melalui. Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama.
Ebeid, A. Y. (2014). Distribution Intensity , Advertising , Monetary Promotion , and Customer-Based Brand Equity : An Applied Study in Egypt, 6(4), 113–122. https://doi.org/10.5539/ijms.v6n4p113
Elaydi, H. O. (2018). The Effect of Social Media Marketing on Brand Awareness through Facebook : An Individual-Based Perspective of Mobile Services Sector in Egypt, 5, 1–13. https://doi.org/10.4236/oalib.1104977
Erdİl, T. S. (2015). Effects of customer brand perceptions on store image and purchase intention : An application in apparel clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/j.sbspro.2015.10.088
Ferdinand, A. (2006). Structural Equation Modelling dalam Penelitian Manajemen. Semarang: UNDIP.
Fischer, E., & Reuber, A. R. (2011). Journal of Business Venturing Social interaction via new social media : ( How ) can interactions on Twitter affect effectual thinking and behavior ? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
Ghozali, I., & Latan, H. (2012). Partial Least Square “Konsep, Teknik dan Aplikasi” SmartPLS 2.0 M3. Semarang: Universitas Diponegoro.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016a). Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.181
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016b). Social media marketing efforts of luxury brands : In fl uence on brand equity and consumer behavior, 69, 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F. J., Anderson, R. ., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Prentice Hall, International, Inc.
Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A., & Ijab, M. T. (2016). Role of social media in information-seeking behaviour of international students : A systematic literatur review. Aslib Journal of Information Managemen, 66(5), 643–666. https://doi.org/10.1108/AJIM-03-2016-0031
Hennig-thurau, T., Eifler, V., Hennig-thurau, T., Gwinner, K. P., & Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms : What Motivates Consumers To Articulate Themselves On The Internet ? Journal Of Interactive Marketing, 18(1), 39–52. https://doi.org/10.1002/dir.10073
Jones, T., Fox, G. L., Taylor, S. F., & Fabrigar, L. R. (2010). Service customer commitment and response. Journal of Services Marketing, 24(1), 16–28. https://doi.org/10.1108/08876041011017862
Kaplan, A. M., & Haenlein, M. (2010a). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kaplan, A. M., & Haenlein, M. (2010b). Users of the world , unite ! The challenges and opportunities of Social Media. https://doi.org/10.1016/j.bushor.2009.09.003
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(January), 1–22.
Keller, K. L., & Aaker, D. A. (1998). The Impact of Corporate Marketing on a Company ’ s Brand Extensions. Corporate Reputation Review, 1(4), 356–378.
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. https://doi.org/10.1016/j.jbusres.2011.10.014
Kindarto, A. (2010). Efektif Blogging Dengan Aplikasi Facebook: Integrasikan. Facebook Dengan Situs Jejaring Sosial Lainnya. Jakarta: Media Elex Computindo.
Knapp, Du. (2000). The Brand Mindset. New York: McGraw-Hill.
Kotler, P. (2016). Manajemen Pemasaran. Jakarta: PT Indeks.
Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran. Jakarta: PT Indeks.
Mangold, W. G., & Faulds, D. J. (2009a). Social media : The new hybrid element of the promotion mix. Business Horizons, 52, 357–359. https://doi.org/10.1016/j.bushor.2009.03.002
Mangold, W. G., & Faulds, D. J. (2009b). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(Juli 1994), 20–38.
Moriansyah, L. (2015). Pemasaran Melalui Media Sosial: Antecedents Dan Consequences. Jurnal Penelitian Komunikasi Dan Opini Publik, 19, 187–196.
Mowen, J., & Minor, M. (2002). Perilaku Konsumen. Jakarta: Erlangga.
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand Equity, Brand Loyalty And Consumer Satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Parker, B. T. (2015). The Influence of Brand Equity on Consumer Response toward Environmental Product Advertisements. Studies in Media and Communication, 3(1), 177–126. https://doi.org/10.11114/smc.v3i1.800
Rapp, A., & Beitelspacher, L. S. (2013). Understanding social media effects across seller , retailer , and consumer interactions, 547–566. https://doi.org/10.1007/s11747-013-0326-9
Sam, S., Young, J., Choe, J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness , perceived quality , brand image , brand loyalty , and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputusan Pembelian Dan Kepuasan Konsumen ( Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang ). Jurnal Administrasi Bisnis (JAB), 40(2), 7–16.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007
Seo, E., & Park, J. (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,