Analysis of the influence of social media marketing on brand awareness and brand loyalty: the mediating role of brand gestalt (study at PT AKR Land Kawanua Emerald City Manado)
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Abstract
This research was conducted with the aim of knowing how far and how effective the use of social media is in marketing AKR Land Kawanua Emerald City products. And can this marketing strategy strengthen the brand of the Kawanua Emerald City project so that it can escape the shadow of the sister project when introducing it to consumers. The chosen research design is a case study qualitative research approach, which aims to understand and explain the influence of Social Media Marketing. In this case study research, the research informant is the Kawanua Emerald City Sales & Marketing team who are the primary data source and for secondary data will use company data starting from reports on the use of social media tools in marketing and implementing other strategies. Based on the hypothesis testing that has been done, it can be concluded with several results that Social Media Marketing variables have no influence on brand gestalt, but Social Media Marketing variables have an influence on brand awareness and brand loyalty. Furthermore, the variable brand gestalt has no effect on brand awareness, but has an influence on brand loyalty among employees of PT AKR Land Kawanua Emerald City Manado. Finally, the results of the study found that brand awareness had no effect on brand loyalty among PT AKR Land Kawanua Emerald City Manado employees
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How to Cite
Mokalu, R. R. . and Soewignyo, T. I. (2024) “Analysis of the influence of social media marketing on brand awareness and brand loyalty: the mediating role of brand gestalt (study at PT AKR Land Kawanua Emerald City Manado)”, Jurnal Mantik, 8(3), pp. 1474-1483. doi: 10.35335/mantik.v8i3.5739.
References
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Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215–236.
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Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452–464.
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Tarnoki, C., & Puentes, K. (2019). Something for everyone: A review of qualitative inquiry and research design: Choosing among five approaches. The Qualitative Report, 24(12), 3122–3124.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs’ performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868–1891.
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Tuten, T. L. (2023). Social media marketing. Sage Publications Limited.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359–371.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091–1106.
Amalina, A., & Tiarawati, M. (2016). Pengaruh social media marketing terhadap brand loyalty dengan brand trust sebagai variabel intervening (studi pada follower twitter Mizone@ mizoneid). Jurnal Ilmu Manajemen, 4(3), 1–12.
Anggraini, V. A., & Hananto, A. (2020). The role of social media marketing activities on customer equity drivers and customer loyalty. AFEBI Management and Business Review, 5(1), 1–15.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156–168.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Chernev, A. (2020). Strategic brand management. cerebellum press.
Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183–195.
Dewata, M. D. A., & Wijaya, L. S. (2024). Public Relations Marketing Strategy in Building Brand Awareness Using Product Bundling. Jurnal Indonesia Sosial Sains, 5(10), 2603–2616.
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh brand awareness terhadap purchase intention dimediasi oleh perceived quality dan brand loyalty. E-Jurnal Manajemen Unud, 6(12), 6620–6650.
Firmansyah, M. A. (2023). Pemasaran Produk dan Merek: Planning & Strategy. Penerbit Qiara Media.
Ghozali, I. (2021). Aplikasi Analisis Multivariat (edisi ke-10). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Konsep, teknik dan aplikasi menggunakan Program Smart PLS 3.0. Universitas Diponegoro. Semarang.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972.
Hou, J., Zhao, X., & Zheng, J. (2019). The impact of consistency between the emotional feature of advertising music and brand personality on brand experience. Journal of Management Analytics, 6(3), 250–268.
Keller, K. L., & Brexendorf, T. O. (2019). Strategic brand management process. Handbuch Markenführung, 155–175.
Kotler, M., Cao, T., Wang, S., & Qiao, C. (2020). Marketing strategy in the digital age: applying Kotler’s strategies to digital marketing. World Scientific.
Kotler, P., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management: European edition. Pearson Higher Ed.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: moving from Traditional to Digital. John Wiley & Sons.
Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z’s Perception of Social Media Marketing Effectiveness on the Festival’s Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., & Centeno, D. (2024). Destination brand gestalt: dimensionalizing co-created tourism destination branding. International Journal of Tourism Cities.
Mandagi, D. W., & Centeno, D. D. G. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention. International Journal of Pharmaceutical and Healthcare Marketing, 18(2), 215–236.
Nurdin, I., & Hartati, S. (2019). Metodologi penelitian sosial. Media Sahabat Cendekia.
Pasuhuk, L. S., & Mandagi, D. W. (2023). Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions. EDUKASIA: Jurnal Pendidikan Dan Pembelajaran, 4(2), 2795–2804.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises Brand Gestalt: A Key Driver of Customer Satisfaction and Repurchase Intention. International Journal of Professional Business Review, 8(6), e01463–e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452–464.
Sawlani, D. K., & SE, M. (2021). Digital marketing: brand images. Scopindo Media Pustaka.
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225, 87.
Tarnoki, C., & Puentes, K. (2019). Something for everyone: A review of qualitative inquiry and research design: Choosing among five approaches. The Qualitative Report, 24(12), 3122–3124.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs’ performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868–1891.
Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(3), 1167–1185.
Tuten, T. L. (2023). Social media marketing. Sage Publications Limited.
Walean, R. H., Wullur, L., & Mandagi, D. W. (2023). Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-Pacific Social Science Review, 23(1).
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359–371.
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091–1106.
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