PENGARUH SELF EXPRESSIVE BRAND YANG DI “LiIKE” DI FACEBOOK TERHADAP BRAND LOVE, BRAND ACCEPTANCE, DAN WORD OF MOUTH DI SURABAYA

  • Cristian Pratama Tanaya Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 162 times
PDF - FULL TEXT Downloads: 201 times
Keywords: brand love, self-expressive brand, brand acceptance, word of mouth, Facebook

Abstract

Tujuan penelitian ini untuk mengetahui perilaku konsumen yang terikat dengan merek yang self-expressive melalui Facebook dan akibatnya terhadap brand love, brand acceptance, dan word of mouth di Surabaya. Penelitian ini dianalisa menggunakan Structural Equation Model (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan Amos 18. 170 responden diambil dari pengguna aktif Facebook yang melakukan like pada merek di Facebook dalam 3 bulan terakhir. Hasil penelitian ini menemukan self expressive brand memiliki akibat positif dan signifikan  terhadap brand love, brand acceptance, dan word of mouth. Konsumen yang like merek di Facebook untuk motif sosial cenderung memberikan word of mouth positif. Sebaliknya, konsumen yang like merek di Facebook untuk motif inner self tidak memberikan word of mouth.Implikasi penelitian ini akan membantu perusahaan yang menggunakan Facebook sebagai alat pemasaran untuk memaksimalkan post Facebook untuk meningkatkan aspek sosial merek sehingga mendapatkan lebih banyak brand love, brand acceptance, dan word of mouth

Downloads

Download data is not yet available.

References

Batra, R., Ahuvia, A. and Bagozi, R., 2011, Brand Love, Journal of Marketing, Vol. 76 : 1-16.

Bergkvist, L. And Bench-Larsen, T., 2010, Two Studies of Consequences and Actionable Antecedents of Brand Love, Brand Management, Vol. 17 : 504-518.

Carroll, B.A. and Ahuvia, A.C., 2006, Some Antecedents and Outcomes of Brand Love, Marketing Letters, Vol.17 : 79-89.

Chauhan, K. and Pilai, A., 2013, Role of Content Strategy in Social Media Brand Communities: a Case of Higher Education Institutes in India, Journal of Products & Brand Management, Vol. 22 No. 1 : 40-51.

Du, S., Bhattacharya,C.B., and Sen, S., 2007, Reaping Relational Rewards from Corporate Social Responsibility: the Role of Competitive Positioning, International Journal of Research in Marketing, Vol. 24 No.3 : 224-241.

Fournier, S., 1998, Consumer and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24 No. 4 : 343-373.

Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson, 2010, Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education Inc.
Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.