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"Lingkungan bisnis yang berubah sangat cepat dalam beberapa dekade ini menuntut semua perusahaan untuk menyesuaikan strategi bisnisnya. Dalam memasuki era digital 4.0 serta terjadinya wabah pandemic COVID-19, maka semua perusahaan harus melakukan kajian ulang strategi pemasarannya dan harus memikirkan cara untuk menarik dan mempertahankan pelanggannya di tengah persaingan bisnis yang ketat. Untuk mencapai hal ini, setiap perusahaan harus mengimplementasikan kegiatan social media marketing yang menarik. Jika sebuah perusahaan, terutama perusahan multi-level marketing (MLM) berhasil memuaskan dan melebihi harapan sosial pelanggan, maka perusahaan tersebut akan mendapatkan hasil yang sangat baik dalam jangka panjang, seperti peningkatan angka penjualan, mendapatkan pelanggan yang berpartisipasi dan melanjutkan penggunaan social media serta pertambahan jumlah anggota yang bergabung dengan bisnis MLM.

Tujuan dari penelitian ini adalah untuk memberikan pemahaman yang jelas tentang bagaimana kegiatan social media marketing mempengaruhi kepuasan pelanggan JF melalui identifikasi sosial dan nilai yang dirasakan pelanggan. Untuk mendukung penelitian ini, kuesioner akan dibagikan kepada 200 pelanggan yang juga merupakan konsultan JF Indonesia yang berada di Indonesia. Kuesioner terdiri pertanyaan tertutup dengan tipe pertanyaan skala Likert 5. Software SEM-PLS akan digunakan untuk menganalisis validitas dan reliabilitas data.

Dari hasil penelitian ini, diduga terdapat hubungan positif dan signifikan antara kegiatan sosial media marketing dan kepuasan pelanggan yang dimediasi oleh identifikasi sosial dan nilai yang dirasakan pelanggan. Maka dari itu, kepuasan pelanggan JF sangat dipengaruhi oleh kegiatan sosial media marketing yang baik dan dapat mempengaruhi intensi pelanggan untuk membeli, melanjutkan, berpartisipasi dan bergabung menjadi anggota bisnis MLM.

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The business environment has changed rapidly in recent decades, requiring all companies to adjust their business strategies. In entering the digital era 4.0 and the occurrence of the COVID-19 outbreak, all companies must review their marketing strategies and think of ways to engage and maintain its customers amidst the emerging business competition. To achieve this, a company should make sure that they implement an interesting social media marketing especially during the COVID-19 pandemic period. If a company, more specifically a multi-level marketing (MLM) company succeed to satisfy, earn customers' perceived value and exceeds their social expectations, eventually the company will get better outcomes in the long run, such as increasing number of sales, getting customers to participate and continue using the social media, as well as gaining more members to join the MLM business.

The purpose of this study is to provide a clear understanding of how social media marketing activities influence JF customer satisfaction through social identification and perceived value. To support this study, a questionnaire will be distributed to 200 customers who are also consultants of JF in Indonesia. The questionnaire consists of close-ended questions with Likert scale 5 type of questions. SEM-PLS Software will be used to analyze this study.

The results may show that there is a positive and significant relation between social media marketing activities and customer satisfaction, which is mediated by social identification and perceived value. Given that, JF customer satisfaction is highly impacted by the excellent social media marketing activities that influences the customer’s intention to purchase, continue, participate and join the MLM business.

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"Penelitian ini memiliki tujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap ekuitas merek dan respons pelanggan gen z pada Instagram Bittersweet by Najla pada masa pandemi COVID-19. Peneliti menggunakan variabel aktivitas pemasaran media sosial sebagai variabel independen, dan variabel ekuitas merek serta respons pelanggan sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa survei. Jumlah sampel dari penelitian ini sebanyak 200 orang yang berusia 17 sampai 25 tahun yang menggunakan Instagram, mengikuti akun Instagram Bittersweet by Najla, dan pernah membeli dessert box Bittersweet by Najla. Data penelitian dianalisis menggunakan analisis statistik deskriptif dan statistik inferensial yang meliputi analisis regresi linier sederhana dan uji sobel. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh yang positif dan signifikan terhadap ekuitas merek dan respons pelanggan

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This study aims to analyze the effect of social media marketing activities on brand equity and gen z customer response on Bittersweet by Najla’s Instagram during the COVID-19 pandemic. Researcher used social media marketing activity variable as an independent variable, and brand equity and customer responses variable as a dependent variables. This study uses a quantitative approach with data collection techniques in the form of surveys. The number of samples from this study were 200 people aged 17 to 25 who used Instagram, followed the Bittersweet by Najla’s Instagram account, and had bought the Bittersweet by Najla’s dessert box. The research data were analyzed using descriptive statistics analysis and inferential statistics which included simple linear regression analysis and sobel test. The results showed that social media marketing activities had a positive and significant effect on brand equity and customer response"

"Hasil penelitian menunjukkan bahwa variabel pemasaran media sosial memiliki hubungan signifikan terhadap variabel loyalitas pelanggan secara langsung dalam konteks Instagram @tokopedia. Namun, variabel pemasaran media sosial tidak memiliki hubungan signifikan terhadap variabel loyalitas pelanggan melalui mediasi kepuasan pelanggan. Pemasaran melalui media sosial Instagram @tokopedia, seperti informasi mengenai cashback, diskon, gratis ongkir, dan lainnya, serta membuat konten-konten interaktif yang mengajak pengikut untuk berpartisipasi, terbukti dapat menarik pelanggan untuk puas dan menjadi loyal. Kemudian, Variabel kepercayaan merek memiliki hubungan terhadap loyalitas pelanggan baik secara langsung ataupun dengan mediasi kepuasan pelanggan. Tokopedia telah berhasil memenuhi semua aspek dari kepercayaan merek. Dengan demikian, loyalitas pelanggan dalam bentuk retensi, frekuensi pembelian, maupun WOM yang baik, adalah hasil dari meningkatnya kepercayaan pelanggan terhadap platform Tokopedia Penelitian ini diharapkan dapat membantu para manajer pemasaran khususnya di bidang industri e-commerce untuk mengoptimalkan strategi komunikasi pemasaran di media sosial dengan menggunakan pendekatan yang bersifat emosional terhadap pelanggannya untuk mendorong peningkatan loyalitas pelanggan.

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The results of the study show that social media marketing have a significant relationship to customer loyalty directly in the context of Instagram @tokopedia. However, social media marketing do not have a significant relationship to customer loyalty through the mediation of customer satisfaction. Marketing through social media Instagram @tokopedia, such as information about cashback, discounts, free shipping, and more, as well as creating interactive content that invites followers to participate, has been proven to attract customers to be satisfied and loyal. Then, brand trust has a relationship to customer loyalty either directly or by mediating customer satisfaction. Tokopedia has succeeded in fulfilling all aspects of brand trust. Thus, customer loyalty in the form of good retention, purchase frequency, and WOM is the result of increased customer trust in the Tokopedia platform. This research is expected to help marketing managers, especially in the e-commerce industry, to optimize marketing communication strategies on social media by uses an emotional approach to its customers to encourage increased customer loyalty."

"Selama pandemi Covid-19, banyak bisnis dan organisasi di seluruh dunia merasakan dampak terhadap hasil penjualan karena orang tidak berani berbelanja secara langsung akibat pembatasan sosial. Dalam kesulitan ini, banyak bisnis kecil yang mengandalkan media sosial un- tuk membantu mereka untuk mempromosikan dan menjual produk juga untuk memanfaatkan fitur bermanfaat lainnya secara gratis. Dyedaddies merupakan bisnis kecil yang menjual clothing online. Penelitian ini menyelidiki lebih lanjut bagaimana Instagram membantu bisnis kecil sela- ma pandemi dan mengapa mereka memilih Instagram sebagai platform pilihan utama. Penelitian ini dilakukan dengan metode kualitatif yaitu dengan cara melakukan wawancara dengan para pendiri yang berstatus mahasiswa. Meski setelah restriksi sosial dilonggarkan, Dyedaddies ditut- up karena para pendiri harus kembali kepada rutinitas luring di universitas masing-masing. Temuan penelitian ini menunjukkan bahwa Instagram adalah platform media sosial utama yang dipakai Dyedaddies saat pandemi karena kemudahan akses dan efektif secara biaya. Kemudian, fitur seperti Instagram story dan Instagram Live sangat membantu mereka dalam promosi dan penjualan produk. Para informan sebagai pelaku bisnis kecil mengaku bahwa Instagram sangat membantu mereka karena fitur-fitur yang disediakan di aplikasi Instagram mudah dipakai dan tidak perlu biaya tambahan untuk menggunakannya. 

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During the Covid-19 pandemic, businesses and organizations worldwide have taken a toll on sales because not many people want to shop physically due to social restrictions. In this diffi- culty, many small businesses rely on social media to help them to promote and sell products as well as to use other useful features freely. Dyedaddies is a small business that sells clothing on- line. This research will further investigate how Instagram helps small businesses during this time and why businesses choose Instagram as their primary platform. This research was conducted qualitatively via interviews with the founders who were students. Although after the social re- striction is loosened, Dyedaddies was closed because the founders had to return to offline rou- tines at their universities. The findings show that Instagram was their main social media platform during the pandemic due to its accessibility and cost-effectiveness; and features such as Insta- gram Story and Instagram Live were very helpful for them when conducting product promotion and sales. Informants as small business owners claim that Instagram can be utilized to help earn financial and social gains while expanding reach in market and creativity due to the features pro- vided by Instagram is accessible and cost efficient. "

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Penelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap customer loyalty melalui mediasi customer equity drivers pada pelanggan Shopee di Daerah Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Responden penelitian ini adalah pelanggan yang pernah melakukan pembelian di Shopee setidaknya 1- 3 kali dalam satu bulan, berusia 18-34 tahun, mengikuti akun media sosial Shopee Indonesia, dan berdomisili di DKI Jakarta. Teknik analisis yang digunakan adalah analisis deskriptif, analisis inferensial, dan uji hipotesisi menggunakan regresi sederhana dan regresi berganda dengan software SPSS 20. Berdasarkan penelilian Yadav dan Rahman (2018) mengungkapkan bahwa pengaruh social media marketing activities terhadap customer loyalty dapat dicapai melalui mediasi customer equity drivers yang memiliki komponen value equity, brand equity, dan relationship equity. Hasil penelitian ini mengungkapkan enam temuan yaitu pertama, social media marketing activities memiliki pengaruh yang signifikan terhadap value equity pada pelanggan Shopee di Daerah Jakarta. Kedua, social media marketing activities memiliki pengaruh yang signifikan terhadap brand equity pada pelanggan Shopee di Daerah Jakarta. Ketiga, social media marketing activities memiliki pengaruh yang signifikan terhadap relationship equity pada pelanggan Shopee di Daerah Jakarta. Keempat, value equity tidak memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta. Kelima, brand equity memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta. Keenam, relationship equity memiliki pengaruh yang signifikan terhadap customer loyalty pada pelanggan Shopee di Daerah Jakarta.

 

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The purpose this research is to examine the impact of social media marketing activities on customer loyalty via customer equity drivers in the Shopee customer in Jakarta Area. This research uses a quantitative approach by the survey method through questionnaire instrument to 100 respondents. The respondents of this study are customers who have made purchases at Shopee at least 1-3 times a month, aged 18-34 years, following Shopee Indonesia social media account, and domiciled in DKI Jakarta. The analysis technique used is descriptive analysis, inferential analysis, and hypothesis testing using simple regression and multiple regression with SPSS software version 20. Based on research Yadav dan Rahman (2018) revealed that the influence of social media marketing activities on customer loyalty can be achieved through mediating customer equity drivers that have components of value equity, brand equity, and relationship equity. The research revealed six findings. First, social media marketing activities have a significant influence on value equity in the Shopee customer in Jakarta Area. Second, social media marketing activities have a significant influence on brand equity in the Shopee customer in Jakarta Area. Third, social media marketing activities have a significant influence on relationship equity in the Shopee customer in Jakarta Area. Fourth, value equity does not have a significant influence on customer loyalty in the Shopee customer in Jakarta Area. Fifth, brand equity has a significant influence on customer loyalty in the Shopee customer in Jakarta Area. Sixth, relationship equity has a significant influence on customer loyalty in the Shopee customer in Jakarta Area.

 

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"Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap kepuasan konsumen, intensi berperilaku dan komunikasi mulut ke mulut (WOM) pada konsumen Starbucks Coffee di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner penelitian disebarkan secara online kepada 100 responden yang merupakan konsumen Starbucks Coffee berusia 18-34 tahun, pernah mengunjungi kedai dan mengonsumsi produk Starbucks Coffee di Jakarta minimal sekali dalam enam bulan terakhir dan menjadi pengikut dari Instagram/Twitter Starbucks Indonesia. Teknik analisis yang digunakan adalah regresi linier sederhana dan uji hipotesis (z) dengan menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh kuat antara aktivitas pemasaran media sosial terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM) serta kepuasan konsumen terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM). Namun terdapat pengaruh sangat kuat antara aktivitas pemasaran media sosial terhadap kepuasan konsumen dan intensi berperilaku terhadap komunikasi mulut ke mulut (WOM).

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This study aims to analyze the effect of social media marketing activities towards consumer satisfaction, behavior intention and word-of-mouth (WOM) on Starbucks Coffee’s consumers in Jakarta. This study uses a quantitative approach. The research questionnaires were distributed online to 100 respondents who were Starbucks Coffee’s consumers aged 18-34 years, had visited the shop and consumed Starbucks Coffee products in Jakarta at least once in the past six months and became a follower of Starbucks Indonesia Instagram/Twitter. The analysis technique used is simple linear analysis and hypothesis testing (z) using SPSS 26. The results show that there are strong influences between social media marketing activities towards behavior intention and word-of mouth (WOM) and consumer satisfaction towards behavior intention and wordof-mouth (WOM). However, there are very strong influences between social media marketing activities towards consumer satisfaction and behavior intention towards wordof-mouth (WOM)."

"The research aims to get the valid empirical data (Sahih, valid and trust worthy) about how to describe:1. Entrepreneurship characteristics of distributor in Direct selling Multi Level Marketing at PT Amindoway Jaya Jakarta2. Behavior of distributor Chain in Direct Selling Multi Level Marketing at PT Amindoway Jaya Jakarta3. Motivation of Distributor in direct selling Multi Level Marketing ay PT Amindoway Jaya Jakarta4. Business success of distributor in direct selling Multi Level Marketing PT Amindoway JakartaThe population of research PT Amindoway Jaya distributors. The research use a survey method with descriptive analysis approach.The time for research on Januari 2006 to Juni 2006. The research is carried out on 30 distributors as sample for respondent and took with simple random sampling method in form of questionnaire to know the percentage, the data analysis is directed to solve problem formulation as a relative distribution frequency, which means data csllifed into a number of groups and stated and measured in percentage analisis beetwen variables and their indicators. The research shows that:1. Entreprenuership Characteristics variable and its indicators: 14.6 percent of respondents says Strongly Agree, 6.2 percent Agree, 0.1 percent Doubtful, 4.4 percent Less Agree, and 4.7 percent Strongly Disagree.2. Distributor Behavior variable and its indicators: 13.4 percent of respondents says Strongly Agree, 14.1 percent Agree, 0.6 percent Doubtful, 1.7 percent Less Agree, and 0.2 percent Strongly Disagree.3. Distributor Motivation variable and its indicators: 18.4 percent of respondents says Strongly Agree, 9.4 percent Agree, 1.3 percent Doubtful, 0.6 percent Less Agree, and 0.3 percent Strongly Disagree.4. Business Success variable and its indicators: 13.2 percent of respondents says Strongly Agree, 14.0 percent Agree, 0.1 percent Doubtful, 2.3 percent Less Agree, and 0.4 percent Strongly Disagree."

"Social media marketing has become one of the most influential type of marketing nowadays as technology has advanced to become apart of our everyday lives to communicate and seek for information through online platforms. Instagram, as the second biggest social network in Indonesia by April 2017, has become one of those online platforms where companies use to execute marketing purposes. The aim of this study is to examine the influence of social media marketing that is used by Cotton Ink, an Indonesian clothing company, on its brand equity and customer response, based on its marketing activities on Instagram. For this purpose, a conceptual model was developed based on previous researchs by Godey B. et al (2016) and Seo, E., & Park, J. (2017). The new model was analyzed through Structural Equation Modelling (SEM) based on survey collected from Instagram users who have interacted with Cotton Ink on Instagram in the last six months. The results confirm that entertainment, interaction, trendiness, customization, and perceived risk, as the characteristics that define social media marketing, has a positive effect towards brand equity, and brand image, as a part of brand equity, has a positive effect on customer response. Managerials implications and recommendations are discussred for any further research.

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Pemasaran media sosial telah menjadi salah satu jenis pemasaran yang paling berpengaruh yang dikarenakan teknologi yang telah berkembang menjadi hal esensial dari kehidupan sehari-hari, untuk berkomunikasi dan mencari informasi melalui platform online. Instagram, sebagai jaringan sosial terbesar kedua di Indonesia pada April 2017, telah menjadi salah satu platform online tempat perusahaan menggunakan untuk menjalankan tujuan pemasaran.

Tujuan dari penelitian ini adalah untuk menguji pengaruh pemasaran media sosial yang digunakan oleh Cotton Ink, sebuah perusahaan pakaian Indonesia, pada ekuitas merek dan respons pelanggan, berdasarkan aktivitas pemasarannya di Instagram. Untuk tujuan ini, model konseptual dikembangkan berdasarkan penelitian sebelumnya oleh Godey B. et al (2016) dan Seo, E., & Park, J. (2017). Model baru ini dianalisis melalui Structural Equation Modeling (SEM) berdasarkan survei yang dikumpulkan dari pengguna Instagram yang telah berinteraksi dengan Cotton Ink di Instagram dalam enam bulan terakhir. 

Hasilnya mengkonfirmasi bahwa entertainment, interaction, trendiness, customization, dan perceived risk, sebagai karakteristik yang mendefinisikan social media marketing, memiliki hubungan positif terhadap brand equity, dan brand image, sebagai bagian dari brand equity, memiliki hubungan positif terhadap customer response. Implikasi dan rekomendasi manajerial didiskusikan untuk penelitian lebih lanjut."