PERSEPSI PENGGUNA TWITTER TERHADAP KEPRIBADIAN MEREK DAN KORELASINYA DENGAN SOCIAL MEDIA ENGAGEMENT

https://doi.org/10.22146/jgs.63894

Salsabila Azzahra(1*)

(1) Program Studi Bahasa Inggris Terapan,Sekolah Vokasi, Universitas Gadjah Mada, Indonesia
(*) Corresponding Author

Abstract


Banyak peneliti berpendapat bahwa kepribadian merek adalah hal yang fundamental untuk dirancang oleh sebuah bisnis karena dapat membantu mengembangkan aspek emosional merek sehingga dapat menghasilkan engagement yang lebih interaktif dan akrab dengan audiens. Maka dari itu, beberapa penelitian dilakukan untuk mengeksplorasi topik tersebut, khususnya terkait hubungan antara kepribadian merek dan keterlibatan pelanggan, terlebih mengingat keberadaan media sosial, interaksi dan keterlibatan kini tengah mencapai tingkat tertingginya. Terdapat beberapa fenomena populer di mana merek dan bisnis ternama menggunakan Twitter sebagai media interaksi bersama audiens dengan pembawaan yang manusiawi dan berkarakter untuk membangun engagement audiens yang terasa lebih akrab. Penelitian ini menggunakan data dari survei daring terhadap 60 pengguna media sosial—Twitter—berusia lebih dari 18 tahun yang berdomisili di Jawa Barat dan Daerah Istimewa Yogyakarta/Jawa Tengah tentang bagaimana kepribadian merek dipandang oleh pengguna media sosial dalam lingkup social media engagement, serta untuk mengetahui korelasi dari kepribadian merek dan social media engagement. Hasil menunjukkan bahwa kepribadian merek dan social media engagement memiliki korelasi positif dan kompatibel besaran aosisoasi yang kuat (r= 0.759). Artinya, semakin baik kepribadian merek yang dibawa oleh suatu merek di media sosial Twitter, maka semakin baik pula engagement yang akan terjadi diantara merek tersebut dengan audiens di media sosial.

Keywords


Interaktivitas, Kepribadian Merek, Media Sosial, Social Media Engagement

Full Text:

PDF


References

Aaker, D. (1995). Building Strong Brands. The Free Press. http://libgen.li/item/index.php?md5=1 09D76779231D79310962F89FD69EA 24 Aaker, D. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703 400304 Adam. (2019, April 29). Demografi Pengguna Twitter di Indonesia Paling Banyak Pria daripada Perempuan. ItWorks. https://www.itworks.id/19408/demogr afi-pengguna-twitter-di-indonesia- paling-banyak-pria-daripada- perempuan.html#:~:text=Berdasarkan %20demografi%20pengguna%20Twitt er%20di,merupakan%20yang%20may oritas%20menggunakan%20platformn ya Atherton, J. (2019). Social media strategy: A practical guide to social media marketing and customer engagement. Kogan Page. https://www.koganpage.com/product/s ocial-media-strategy-9780749497071 Badan Pusat Statistik. (2019). Statistik Pemuda Indonesia 2019. https://www.bps.go.id/publication/201 9/12/20/8250138f59ccebff3fed326a/st atistik-pemuda-indonesia-2019.html Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011. 07.029 Burroughs, J. (2016). Social media management. JWPrinting. http://www.lulu.com/shop/joe- burroughs/social-media- management/paperback/product- 22896917.html Chiaravalle, B. & Schenck, B. (2014). Branding For Dummies. For Dummies. http://libgen.li/item/index.php?md5=6 55372567385C3DB2180CF00724B4A 53 Clement, J. (2019, Aug 14). Number of monthly active Twitter users worldwide from 1st quarter 2010 to 1st quarter 2019. Statista. https://www.statista.com/statistics/282 087/number-of-monthly-active-twitter- users/ Clement, J. (2020, April 1). Number of social network users worldwide from 2010 to 2023. Statista. https://www.statista.com/statistics/278 414/number-of-worldwide-social- network-users/ Cui, P. (2008). Profiling the Brand Personality of Specific Brands. Advances in Consumer Research, 35, 534-541. https://www.acrwebsite.org/volumes/1 3263/volumes/v35/NA-35 Dahl, S. (2018). Social Media Marketing: Theories and Applications. Sage Publication. https://uk.sagepub.com/en- gb/eur/social-media- marketing/book253512 Dynel, M., & Poppi, F. I. (2019). Quid rides?: Targets and referents of RoastMe insults. HUMOR: International Journal of Humor Research. https://doi.org/10.1515/humor-2019- 0070 Goldsmith, R., & Goldsmith, E. (2012). Brand Personality and Brand Engagement American Journal of Management, 12(1), 11-20. https://doi.org/10.4018/978-1-61350- 171-9.ch008 Kauppila, E. (2019). Audience engagement on social media: a study on how Wendy's use dif erent forms of audience engagement in their social media posts [Master’s thesis, Åbo Akademi University]. Doria Library. https://www.doria.fi/handle/10024/169 619 Kelly-Holmes, H. (2015). Digital Advertising. In A. Georgakopoulou, T. Spilioti (Eds.), The Routledge Handbook of Language and Digital Communication (pp. 212-225). Routledge. Kim, P. (2018). Who’s Winning the Burger Wars? A Closer Look at Social Networking, Enterprise Social Networks, And Customer Engagement. Issues in Information Systems, 19(4), 16-25. https://iacis.org/iis/2018/4_iis_2018_1 6-25.pdf Kim, C. K., Han, D., & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 45(4), 195-206. https://doi.org//10.1111/1468- 5884.00177 Kominfo. (2013, Nov 7). Kominfo: Pengguna Internet di Indonesia 63 Juta Orang. https://kominfo.go.id/index.php/conten t/detail/3415/Kominfo+%3A+Penggun a+Internet+di+Indonesia+63+Juta+Ora ng/0/berita_satker Mahoney, L. M., & Tang, T. (2016). Strategic social media: From marketing to social change. Wiley- Blackwell. http://gen.lib.rus.ec/book/index.php?m d5=3E912D9AEEE575DD37F8ECFD 62DB3753 McCay-Peet, L., & Quan-Haase, A. (2016). A model of social media engagement: user profiles, gratifications, and experiences. Information & Media Studies. https://doi.org//10.1007/978- 3-319-27446-1_9 Mueller, Gina. (n.d.). Why Twitter is the Ideal Platform for Engagement. Convince & Convert. https://www.convinceandconvert.com/ social-media-strategy/twitter- engagement/ Oliver. M. (2018). Picking hamburgers of the vine: A case study on humor and relationship management in Wendy’s social media [Master’s thesis, of Saint Louis University]. ProQuest. Personal communication. Read, W., Robertson, N., McQuilken, L., & Ferdous, A. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing, 53(9), 1905-1933. https://doi.org/10.1108/EJM-10-2017- 0772 Schober, P., Boer, C., & Schwarte. (2018). Correlation Coefficients: Appropriate Use and Interpretation. Anesthesia & Analgesia, 126(5), 1763-1768. https://doi.org/10.1213/ANE.0000000 000002864 Stelzner, M. (2020, Mei). 2020 Social media marketing industry report: How marketers are using social media to grow their businesses. Social Media Examiner. https://www.socialmediaexaminer.com /social-media-marketing-industryreport-2020/



DOI: https://doi.org/10.22146/jgs.63894

Article Metrics

Abstract views : 2596 | views : 2590

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Jurnal Gama Societa

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.