PENGARUH KOMUNIKASI MEDIA SOSIAL TERHADAP PERSEPSI MEREK YANG BERDAMPAK PADA MINAT PEMBELIAN TAS ANYAMAN MEREK LINETTE

  • Christina Natalia Jurusan Magister Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
  • Verina H. Secapramana Jurusan Magister Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Berthon et al. (2008) berpendapat bahwa perkembangan media sosial semakin meningkat yang menyebabkan perusahaan menciptakan brand equity, sedangkan konsumen menciptakan media sosial secara online. Menurut Burmann dan Arnhold (2008) jaringan sosial tradisional dalam komunikasi yang disebut dengan komunikasi pemasaran tradisional biasanya digunakan dalam promosi. Alat komunikasi tradisional telah digantikan secara bertahap dengan media sosial seiring dengan pertumbuhan media sosial yang semakin meningkat.  

Downloads

Download data is not yet available.

References

Aaker, D.A. 1991. Managing Brand Equity: Captalizing on the Value of a Brand Name. New York, New York, USA: The Free Press.

Aaker, D.A., and K.L. Keller. 1990. Consumer Evaluations of Brand Extensions. Journal of Marketing 54, no. 1: 27–41.

Aaker, D.A., V. Kumar, and G.S. Day. 2007. Marketing Research. Ninth Edit. Danvers MA: JohnWiley & Sons.

Ajzen, Icek, and M. Fishbein. 1975. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.

Ajzen, I. 2002. Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior, Journal of Applied Social Psychology, Vol. 32 No.4, pp. 1-20.

Berthon, P.R., L. Pitt, and C. Campbell. 2008. Ad Lib: When Customers Create the Ad. California Management Review 50, no. 4: 6–31.

Bruhn, M., V. Schoenmueller, and D.B. Schäfer. 2012. Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation? Management Research Review 35, no. 9: 770–790.

Burmann, C., and U. Arnhold. 2008. User Generated Branding: State of the Art of Research. Munster, DE: LIT Verlag.

Baker, W.H., Hutchinson, J.W., Moore, D. and Nedungadi, P. (1986), “Brand familiarity and advertising: effects on the evoked set and brand preference”, Advances in Consumer Research, Vol. 13 No. 1, pp. 637-642.

Constantinides, E. and Fountain, S.J. 2008.“Web 2.0: conceptual foundations and marketing issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 231-244.

Christodoulides, George, and L. de Chernatony. 2010. Consumer-based Brand Equity Conceptualisation and Measurement: a Literature Review. International Journal of Market Research 52, no. 1: 43–65.

Christodoulides, George, and C. Jevons. 2011. The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content Forces Smart Marketers to Listen. Journal of Advertising Research 51, no. 1: 101.

Christodoulides, George, C. Jevons, and J. Bonhomme. 2012. Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands. Journal of Advertising Research 52, no. 1: 53.

Constantinides, E. and Fountain, S.J. 2008. “Web 2.0: conceptual foundations and marketing issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 231-244.

Dellarocas, C. 2003. “The digitization of word-of-mouth, promise and challenges of online feedback mechanisms”, Management Science, Vol. 49 No. 10, pp. 1407-24.
Published
2015-09-01
How to Cite
NATALIA, Christina; SECAPRAMANA, Verina H.. PENGARUH KOMUNIKASI MEDIA SOSIAL TERHADAP PERSEPSI MEREK YANG BERDAMPAK PADA MINAT PEMBELIAN TAS ANYAMAN MEREK LINETTE. CALYPTRA, [S.l.], v. 4, n. 2, p. Hal. 1 - 28, sep. 2015. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/2171>. Date accessed: 05 dec. 2019.