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"Industri fashion merupakan industri yang perkembangannya selalu meningkat dan Indonesia berkontribusi terbesar kesembilan di dunia. Perkembangan industri fashion dalam negeri didukung dengan adanya kampanye untuk mencintai produk lokal. Fashion brand lokal memanfaatkan media sosial sebagai wadah untuk berkomunikasi dengan pelanggannya untuk menciptakan customer engagement. Sehingga penting untuk mengetahui faktor yang mendorong customer engagement seperti advice seeking, self-image expression dan fashion involvement. Selain itu, customer engagement juga berpengaruh akan terbentuknya brand intimacy. Penelitian ini membangun customer engagement sebagai second-order construct yang didalamnya terdapat consumption, contribution, dan creation. Survei dilakukan secara online dengan 262 responden yang kemudian diolah datanya menggunakan pemodelan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa factor yang mempengaruhi customer engagement adalah advice seeking, self-image expression, dan fashion involvement, customer engagement memiliki pengaruh terhadap brand intimacy dan diketahui pula bahwa perbedaan generasi tidak mempengaruhi hasil secara signifikan.

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Fashion industry is an industry whose development is always increasing and Indonesia contributes the ninth largest in the world. The development of the domestic fashion industry is supported by a campaign to love local products. Local fashion brands use social media as a platform to communicate with their customers to create customer engagement. So it is important to know the factors that drive customer engagement such as advice seeking, self-image expression and fashion involvement. In addition, customer engagement also affects the formation of brand intimacy. This study builds customer engagement as a second-order construct in which there is consumption, contribution, and creation. The survey was conducted online with 262 respondents and the data was analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) modeling. The results showed that the factors that influence customer engagement are advice seeking, self-image expression, and fashion involvement, customer engagement has an influence on brand intimacy and it is also known that generational differences do not significantly affect results."

"Media sosial yang digunakan secara masif dewasa ini membuat brand saling bersaing untuk membuat akun media sosial resminya sebagai sarana untuk mempromosikan produk/layanannya secara daring. Brand yang menggunakan media sosial memiliki potensi lebih tinggi untuk meningkatkan loyalitas para konsumennya. Di sisi lain, penggunaan media sosial oleh seorang individu memberikan berbagai macam kepuasan yang didefinisikan dalam teori Uses & Gratification (U&G). Penelitian ini bertujuan untuk mengetahui faktor-faktor U&G yang mempengaruhi tingkat loyalitas konsumen terhadap brand yang akun media sosialnya mereka ikuti. Teori Uses and Gratification (U&G) sebagai salah satu teori motivasi serta konsep parasocial relationship digunakan pada penelitian ini untuk merepresentasikan hubungan faktor-faktor gratifikasi yang didapatkan dari penggunaan media sosial untuk mengikuti akun media sosial brand terhadap loyalitas pengguna. Penelitian diawali dengan wawancara untuk mendapatkan data kualitatif yang akan digunakan sebagai dasar perumusan model, khususnya dalam menentukan faktor gratifikasi yang didapatkan dari mengikuti akun media sosial brand. Kemudian, penelitian menggunakan 309 data responden untuk analisis kuantitatif dengan metode PLS-SEM. Wawancara konfirmatif juga dilakukan di akhir proses penelitian untuk mendukung hasil penelitian. Hasil penelitian ini menunjukkan bahwa entertainment, economic benefits, learning benefits, dan brand interaction berpengaruh terhadap parasocial relationship. Selain itu information seeking, entertainment, economic benefits, dan brand interaction berpengaruh terhadap brand engagement. Parasocial relationship berpengaruh terhadap brand engagement dan brand loyalty, serta brand engagement berpengaruh terhadap brand loyalty. Penelitian ini diharapkan dapat membantu brand untuk dapat mencari tahu faktor yang membuat konsumen mengikuti media sosialnya dan cara untuk meningkatkan loyalitas dari konsumen terhadap brand.

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The massive use of social media today makes brands compete to create their official social media accounts as a means to promote their products/services online. Brands that use social media have a higher potential to increase their customer brand loyalty. On the other hand, the use of social media provides various kinds of gratification defined in the Uses & Gratification (U&G) theory. This study aims to determine the U&G factors that influence consumer brand loyalty to brands whose social media accounts they follow. Uses and Gratification (U&G) theory as one of the motivational theories and the concept of parasocial relationship are applied in this study to represent the relation of gratification factors gained from the use of social media to follow brand social media accounts on user loyalty. The research begins with interviews to get qualitative data that will be adopted as the basis for formulating the model, notably in determining the gratification factor obtained from following the brand’s social media accounts. Then, the study used 309 respondent data for quantitative analysis using the PLS-SEM method. Researchers also conducted confirmative interviews at the end of the research process to support the research results. The findings of this study show that entertainment, economic benefits, learning benefits, and brand interaction affect the parasocial relationship. Other than that, information seeking, entertainment, economic benefits, and brand interaction affect brand engagement. Parasocial relationship affects brand engagement and brand loyalty, also brand engagement affects brand loyalty. This study is expected to help the brand find out which factors make consumers follow their social media and find out how to increase brand loyalty."

"Penelitian ini bertujuan untuk menganalisis pengaruh upaya pemasaran media sosial terhadap pengetahuan merek melalui hubungan konsumen merek pada konsumen sepatu brand lokal compass sehingga peneliti dapat mengetahui pengaruh partisipasi konsumen dalam melakukan pembelian produk. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei menggunakan teknik purposive. Penelitian ini menggunakan 190 responden yang berhasil diperoleh menggunakan online questionnaire melalui google form. Pengolahan data untuk analisis statistik deskriptif dan SEM PLS dilakukan menggunakan software SPSS dan SmartPLS. Hasil dari penelitian ini yaitu adanya pengaruh pada hubungan yang terdapat dalam model struktural. Namun, tidak semua dimensi memiliki pengaruh positif terhadap variabel mediasi. Hasil penelitian menemukan dimensi entertainment dan electronic word of mouth pada social media marketing efforts memiliki pengaruh positif dan signifikan terhadap customer brand engagement, dan customer brand engagement memiliki pengaruh positif dan signifikan terhadap dimensi brand awareness dan brand image pada brand knowledge.

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This study aims to analyze the effect of social media marketing efforts on brand knowledge through customer brand engagement with local brand shoes consumers so that researchers can determine the effect of consumer participation in purchasing products. This study uses a quantitative approach by conducting a survey using a purposive technique. This study used 190 respondents who were successfully obtained using an online questionnaire via a google form. Data processing for descriptive statistical analysis and PLS-SEM was performed using SPSS and SmartPLS software. The results of this study are the influence on the relationships contained in the structural model. However, not all dimensions have a positive influence on the mediating variable. The results of the study found that the dimensions of entertainment and electronic word of mouth on social media marketing efforts have a positive and significant impact on customer brand engagement, and customer brand engagement has a positive and significant impact on the dimensions of brand awareness and brand image in brand knowledge."

"Penelitian ini dengan mempergunakan teori Phases of Engagement, membahas bagaimana proses terbentuknya engagement pemain advergame Explorion dengan brand Pocari Sweat. Melalui metode kualitatif yang mempergunakan teknik triangulasi dalam penggabungan berbagai teknik sumber data melalui observasi berperan, wawancara mendalam dan studi dokumen maka dapat diketahui bahwa penggunaan sosial media yang terintegrasi dengan advergame Explorion merupakan strategi yang memang ditetapkan oleh Pocari Sweat sebagai bagian dari kampanye pemasaran terpadu mereka yang dalam pelaksanaannya tidak dapat dipisahkan dari penggunaan elemen-elemen pemasaran lain seperti advertising baik media elektonik dan media cetak serta PR/Publicity. Penggunaan strategi sosial media yang terintegrasi dengan advergame mengindikasikan keinginan Pocari Sweat untuk membangun hubungan komunikasi dan interaksi yang lebih dalam untuk menyampaikan pesan edukasi. Dengan karakteristik yang dimiliki, Advergame Explorion dan sosial media, Pocari Sweat berhasil mendorong para pemain untuk melalui kelima tahapan engagement mulai dari tahapan lurking, casual, active, commited hingga tahapan loyalist.

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This Research, applying the Phases of Engagement theory, tries to explain the engagement process of Explorion players. The Explorion game is used by Pocari Sweat (the brand studied in this thesis). The methodology of this research was descriptive qualitative and the data was collected by triangulation, including indepth interview, observation and document review. The result of this research showed that the use of integrated social media network with advergame as a part of integrated marketing comunication campaign could not be separated from the usage of other marketing elements, such as advertising through electronic or print media and PR/Publicity.

The use of social media which was integrated with the Pocari Sweat advergame also indicated the intention of Pocari Sweat to build the communication relationship and deeper interaction in order to convey its educational message. By the characteristic of the advergame and social media, Pocari Sweat has successfully managed to push their players to pass the fifth phases of engagement, from the lurking, casual, active, committed up to loyalist phase."

"Penelitian ini dengan mempergunakan teori Phases of Engagement, membahas bagaimana proses terbentuknya engagement pemain advergame Explorion dengan brand Pocari Sweat. Melalui metode kualitatif yang mempergunakan teknik triangulasi dalam penggabungan berbagai teknik sumber data melalui observasi berperan, wawancara mendalam dan studi dokumen maka dapat diketahui bahwa penggunaan sosial media yang terintegrasi dengan advergame Explorion merupakan strategi yang memang ditetapkan oleh Pocari Sweat sebagai bagian dari kampanye pemasaran terpadu mereka yang dalam pelaksanaannya tidak dapat dipisahkan dari penggunaan elemen-elemen pemasaran lain seperti advertising baik media elektonik dan media cetak serta PR/Publicity. Penggunaan strategi sosial media yang terintegrasi dengan advergame mengindikasikan keinginan Pocari Sweat untuk membangun hubungan komunikasi dan interaksi yang lebih dalam untuk menyampaikan pesan edukasi. Dengan karakteristik yang dimiliki, Advergame Explorion dan sosial media, Pocari Sweat berhasil mendorong para pemain untuk melalui kelima tahapan engagement mulai dari tahapan lurking, casual, active, commited hingga tahapan loyalist.

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This Research, applying the Phases of Engagement theory, tries to explain the engagement process of Explorion players. The Explorion game is used by Pocari Sweat (the brand studied in this thesis). The methodology of this research was descriptive qualitative and the data was collected by triangulation, including indepth interview, observation and document review. The result of this research showed that the use of integrated social media network with advergame as a part of integrated marketing comunication campaign could not be separated from the usage of other marketing elements, such as advertising through electronic or print media and PR/Publicity.

The use of social media which was integrated with the Pocari Sweat advergame also indicated the intention of Pocari Sweat to build the communication relationship and deeper interaction in order to convey its educational message. By the characteristic of the advergame and social media, Pocari Sweat has successfully managed to push their players to pass the fifth phases of engagement, from the lurking, casual, active, committed up to loyalist phase."

"Penelitian ini bertujuan untuk menganalisa pembentukan brand loyalty pada nasabah bank syariah melalui sudut pandang brand experience. Penelitian ini menggunakan pengalaman, kepuasan, dan kepercayaan sebagai hal yang membentuk loyalitas seorang nasabah. Sampel pada penelitian ini berjumlah 201 responden yang ditentukan berdasarkan wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Penelitian ini menggunakan teknik judgement sampling dan snowball samplingdengan sifat cross-sectional. Pengujian pada penelitian ini menggunakan Structural Equation Modeldengan software LISREL 8.70 dan IBM SPSS 19 . Hasil penelitian ini menunjukkan brand experience berpengaruh positif secara signifikan terhadap brand loyalty melaluibrand trust dan satisfaction.

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The purpose of this study is to analyze the formation of brand loyalty of Islamic Bank?s customer through the perspective of brand experience. This study uses experience, satisfaction and trust as key factors that forming loyalty of Islamic Bank?s customer. The samples in this study consist of 201 respondents that are determined based on Jakarta, Bogor, Depok, Tangerang dan Bekasi region. This study uses techniques of judgement and snowball sampling with the nature of cross-sectional. The measurement tool for this study is Structural Equation Model with LISREL 8.70 and IBM SPSS 19 softwares . The result of this study indicates brand experience influenced significantly positive to brand loyalty through brand trust and satisfaction."

"Keberadaan Instagram sebagai media sosial saat ini telah membawa perubahan dalam kehidupan manusia khususnya dalam dunia bisnis. Instagram memberikan kemudahan bagi brand dan pemasar untuk dapat menjalankan strategi social media marketing. Selain itu, dengan menggunakan Instagram sebagai alat pemasaran, brand dan pemasar dapat berinteraksi dan berkomunikasi langsung dengan pengikut serta pelanggannya yang dapat meningkatkan customer engagement dari brand tersebut. Salah satu brand yang aktif menggunakan Instagram dalam menjalankan strategi social media marketing adalah brand fashion lokal dari Indonesia, Tenue de Attire. Tulisan ini bertujuan untuk menganalisis strategi social media marketing apa yang digunakan oleh Tenue de Attire serta pengaruhnya terhadap peningkatan customer engagement di Instagram. Hasil yang ditemukan melalui analisis yang dilakukan antara lain terdapat tujuh strategi social media marketing serta lima usaha yang digunakan oleh Tenue de Attire dalam rangka meningkatkan customer engagement di Instagram.

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The existence of Instagram as social media today has brought changes in human life, especially in the field of business. Instagram provides benefits for brands and marketers to carry out social media marketing strategies. By using Instagram as a marketing tool, brands and marketers are able to directly interact and communicate with their followers and customers, which could increase the brand’s customer engagement. One brand that is actively using Instagram in carrying out its social media marketing strategy is a local fashion brand from Indonesia, Tenue de Attire. This paper aims to analyze what social media marketing strategies are used by Tenue de Attire and their impact on increasing customer engagement on Instagram. The analysis showed that Tenue de Attire incorporated seven social media marketing strategies and five efforts to increase customer engagement on Instagram"

"Saat ini sudah banyak layanan video-on-demand (VoD) yang tersedia, salah satunya Netflix. Ketatnya persaingan dalam industri layanan V oD membuat Netflix terus berupaya mempertahankan hubungan dengan para pelanggannya. Penelitian ini bertujuan untuk melihat bagaimana Netflix Indonesia menciptakan dan membangun consumer engagement, serta penerapan humor appeal strategy pada kanal media sosialnya. Metode yang digunakan dalam penelitian ini adalah studi literatur dan analisis konten. Hasil penelitian menunjukkan bahwa Netflix Indonesia melakukan social media marketing dengan memanfaatkan kanal media sosial Facebook, Instagram, dan Twitter, mengunggah dua jenis konten (informatif dan menghibur), dan memperhatikan dua format kreatif konten (vividness dan interactivity) untuk membangun consumer engagement. Selain itu, penerapan humor appeal strategy juga dilakukan Netflix Indonesia dalam bentuk caption dan meme yang bersifat menghibur. Cara- cara yang dilakukan Netflix dapat dilakukan merek untuk mulai menciptakan dan membangun keterlibatan dengan pelanggan melalui media sosial.

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Currently, there are many video-on-demand (VoD) services available, one of which is Netflix. The intense competition in the VoD service industry makes Netflix continue to strive to maintain relationships with its customers. This study aims to see how Netflix Indonesia creates and builds consumer engagement, as well as applies a humor appeal strategy to its social media channels. The methods used in this research are literature study and content analysis. The results show that Netflix Indonesia carries out social media marketing by utilizing Facebook, Instagram, and Twitter, uploading two types of content (informative and entertaining), and focusing on two creative formats (vividness and interactivity) to build consumer engagement. In addition, Netflix Indonesia also implements humor strategies in the forms of entertaining captions and memes. The methods that Netflix uses can also be applied for brands when creating and building engagement with customers through social media."

"[Penelitian ini menjelaskan mengenai komunitas merek dengan mengembangkan model yang menggambarkan bagaimana pandangan pelanggan atas unsur-unsur komunitas merek pada media sosial, yaitu pandangan pelanggan atas produk, pandangan pelanggan atas merek, pandangan konsumen atas perusahaan, dan pandangan pelanggan atas pelanggan lainnya, serta tingkat keterlibatan (community engagement) terhadap kepercayaan merek. Penelitian ini berfokus pada 129 sampel yang tergabung dalam komunitas merek GoPro dan datanyadiolah dengan menggunakan analisis regresi linear berganda dan analisis regresi multivariat. Dari hasil penelitian ini diketahui bahwa terdapat pengaruh dari unsur komunitas merek yakni pandangan pelanggan atas produk, merek, perusahaan, dan pelanggan lainnya dengan brand trust. Dan community engagement sebagai variabel moderasi terbukti memiliki pengaruh dari variabel di dalam penelitian.

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This research explain about brand community by developing a model depicting how customers views with the elements of a brand community based on social media. (i.e brand, product, company, and other customers), also the level of community engagement towards brand trust. This research focused on 129 samples which joined in brand community of GoPro, and the data was tested by using multiple regression analysis and multivariate analysis regression. The result of this research indicated that the elements of brand community (customers views on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community engagement as a moderating variable also have a significant effect on the variables in this research.;This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research., This research explain about brand community by developing a model depicting

how customers views with the elements of a brand community based on social

media. (i.e brand, product, company, and other customers), also the level of

community engagement towards brand trust. This research focused on 129

samples which joined in brand community of GoPro, and the data was tested by

using multiple regression analysis and multivariate analysis regression. The result

of this research indicated that the elements of brand community (customers views

on product, customers views on brand, customers views on company, and

customers views on other customers) affected brand trust. And community

engagement as a moderating variable also have a significant effect on the

variables in this research.]"

"Seiring dengan meningkatnya tantangan dalam pembentukan consumer brand engagement melalui media sosial, penggunaan media sosial Instagram untuk mencari konten dan informasi terkait suatu merek terus meningkat di Indonesia. Hal ini menjadi jendela peluang bagi bisnis yang dianggap sebagai gaya hidup untuk memanfaatkan pemasaran media sosial sebagai alat untuk mengembangkan consumer engagement dan brand knowledge. Penelitian kuantitatif ini ditujukan untuk menganalisis pengaruh pemasaran media sosial terhadap consumer-brand engagement, dan menganalisa lebih lanjut mengenai pengaruh consumer-brand engagement terhadap brand knowledge yaitu brand awareness dan brand image pada merek Skincare di Indonesia. Sebanyak 304 responden yang merupakan pengguna Instagram dan pelanggan Scarlett dikumpulkan menggunakan purposive sampling method, dan dianalisis menggunakan Partial Least Squares – Structural Equation Modelling (PLS-SEM). Hasil penelitian ini mengungkapkan bahwa elemen electronic word of mouth, trendiness, dan entertainment di dalam pemasaran media sosial Scarlett merupakan kunci utama untuk mempengaruhi consumer brand engagement, dimana consumer brand engagement juga mempengaruhi brand knowledge.

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Along with the increasing challenge of forming consumer brand engagement through social media, the use of Instagram as a social media to seek brand-related contents and information has been increasing in Indonesia. This becomes a window of opportunity for businesses that are perceived as a lifestyle to utilize social media marketing as a tool to develop consumer engagement and brand knowledge. This quantitative study is aimed to analyse the effectiveness of social media marketing elements on consumer brand engagement, and further analyse the effectiveness of consumer brand engagement on brand knowledge in the context of Skincare brands in Indonesia. A total of 304 respondents are gathered who are Instagram users and Scarlett customers using a purposive sampling method, which is then further analysed with Partial Least Squares – Structural Equation Modelling (PLS-SEM). The result reveals that electronic word of mouth, trendiness, and entertainment element in Scarlett’s social media marketing are the key predictors influencing the consumer brand engagement, in return enhancing the brand knowledge."