Studi Terpaan Media Pemasaran Melalui Posting Instagram Terhadap Ekuitas Merek Pelanggan Sumoboo!

Marta, Rustono Farady • Monica William, Denise Monica William
Journal article Jurnal Komunikasi Untar • 2016 Indonesia • Japan

Abstract

Along with the development of the digital era, now the people of Indonesia, especially Jakarta coexist and can not be separated with the technology. The use of technology is not only used for ease of daily activities, but also implemented in various sectors, one sector of the economy. Social media is used as a medium for promotion and marketing to drive consumers to buy. SumoBoo! is a trademark of Indonesia to adopt the concept of Japan and the Japanese Dessert booth presenters whose success relies on social media trends. Posting photos SumoBoo dessert! through social media a little more able to provide added value and influence of brand equity like an advertisement. Utilization of social media here also make customers as a promotional agent of SumoBoo! either consciously or unconsciously. The purpose of this study was to determine the effect of SumoBoo! dessert photo exposure through social media Instagram to the SumoBoo! customer's brand equity, and is expected to prove that social media can be one effective media campaign in accordance with the development of today's digital economy. The approach used in this study is a quantitative survey methods. Variable relationship model is a simple model. To measure contained two subvariable Media Exposure: Frequency and Intensity. Brand equity (Aaker) has four subvariable: Brand Awareness, impression quality, brand association, and brand loyalty. The theory used in this research is the theory of cultivation by George Gerbner. From the research it can be seen that the influence of exposure of Instagram as social media to brand equity is positive and significant. Media exposure accounted for 21.1% of the equity of the brand, while the remaining 79.9% is influenced by other variables not examined.

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Journal

Jurnal Komunikasi Untar

Jurnal Komunikasi is an Indonesian journal published by the Faculty of Communication, Universitas... see more