Chu Tuấn Hùng - Academia.edu (original) (raw)

Papers by Chu Tuấn Hùng

The usage of Internet eventually shifts companies' marketing strategy from traditional into digit... more The usage of Internet eventually shifts companies' marketing strategy from traditional into digital one. Social media, as one of digital marketing tools, can help companies in strengthening their brand. Thus, in this research, the writer want to know the impact of social media communication forms on brand equity dimensions and consumer purchase intention, specifically in Lareia Cake & Co's Instagram account's (@lareiacakerie) which is used as this research's object. There are 250 samples collected using simple random sampling, and Structural Equation Modeling is used to analyze the data. The result of this research implies that both user-generated and firm-created content, as part of social media communication, have positive impact toward brand equity dimensions (brand awareness or brand association, brand loyalty, and perceived quality). In addition, all brand equity dimensions also have positive impact toward consumer purchase intention. However, social media communication forms have negative impact toward consumer purchase intention, when the influence of brand equity dimensions is removed. ABSTRAK Maraknya penggunaan Internet telah mengubah strategi pemasaran yang dilakukan oleh perusahaan dari cara tradisional menjadi digital. Sebagai salah satu alat digital marketing, media sosial dikatakan mampu memperkuat merek dari sebuah produk. Oleh karena itu, penulis ingin mengetahui pengaruh dari bentuk komunikasi media sosial terhadap dimensi ekuitas merek dan niat beli konsumen pada akun Instagram dari Lareia Cake & Co (@lareiacakerie). Terdapat 250 sampel yang dikumpulkan menggunakan metode simple random sampling, dan penulis menggunakan Structural Equation Modeling untuk data analisis. Hasil dari penelitian ini menyatakan bahwa user-generated dan firm-created content, sebagai bentuk dari komunikasi media sosial, mempunyai pengaruh positif terhadap dimensi ekuitas merek (brand awareness atau brand association, brand loyalty, dan perceived quality). Di samping itu, dimensi ekuitas merek juga memiliki pengaruh positif terhadap niat beli konsumen. Akan tetapi, bentuk komunikasi media sosial memiliki hubungan negatif terhadap niat beli konsumen apabila pengaruh dari dimensi ekuitas merek dihilangkan.

The usage of Internet eventually shifts companies' marketing strategy from traditional into digit... more The usage of Internet eventually shifts companies' marketing strategy from traditional into digital one. Social media, as one of digital marketing tools, can help companies in strengthening their brand. Thus, in this research, the writer want to know the impact of social media communication forms on brand equity dimensions and consumer purchase intention, specifically in Lareia Cake & Co's Instagram account's (@lareiacakerie) which is used as this research's object. There are 250 samples collected using simple random sampling, and Structural Equation Modeling is used to analyze the data. The result of this research implies that both user-generated and firm-created content, as part of social media communication, have positive impact toward brand equity dimensions (brand awareness or brand association, brand loyalty, and perceived quality). In addition, all brand equity dimensions also have positive impact toward consumer purchase intention. However, social media communication forms have negative impact toward consumer purchase intention, when the influence of brand equity dimensions is removed. ABSTRAK Maraknya penggunaan Internet telah mengubah strategi pemasaran yang dilakukan oleh perusahaan dari cara tradisional menjadi digital. Sebagai salah satu alat digital marketing, media sosial dikatakan mampu memperkuat merek dari sebuah produk. Oleh karena itu, penulis ingin mengetahui pengaruh dari bentuk komunikasi media sosial terhadap dimensi ekuitas merek dan niat beli konsumen pada akun Instagram dari Lareia Cake & Co (@lareiacakerie). Terdapat 250 sampel yang dikumpulkan menggunakan metode simple random sampling, dan penulis menggunakan Structural Equation Modeling untuk data analisis. Hasil dari penelitian ini menyatakan bahwa user-generated dan firm-created content, sebagai bentuk dari komunikasi media sosial, mempunyai pengaruh positif terhadap dimensi ekuitas merek (brand awareness atau brand association, brand loyalty, dan perceived quality). Di samping itu, dimensi ekuitas merek juga memiliki pengaruh positif terhadap niat beli konsumen. Akan tetapi, bentuk komunikasi media sosial memiliki hubungan negatif terhadap niat beli konsumen apabila pengaruh dari dimensi ekuitas merek dihilangkan.