Social Media Role on Building Brand Equity Perception - Ichsan Rasyid Thesis Presentation
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PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP PEMBENTUKAN PERSEPSI EKUITAS MEREK KAMPANYE MEDIA SOSIAL YOURSINGAPORE UNIVERSITAS INDONESIA SALEMBA 2011 Social Media Usage Effects on Brand Equity Perception Building Social Media Campaign of YourSingapore Tourism Brand Oleh. Mohammad Ichsan 0906590471 Pembimbing Dr. Pinckey Triputra, M.Sc
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Social Media can be beneficial and challenging for brands. it's accessible to everyone, direct, responsive, and measurable. This is my research on Singapore's endeavor through social media.
Transcript of Social Media Role on Building Brand Equity Perception - Ichsan Rasyid Thesis Presentation
PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP
PEMBENTUKAN PERSEPSI EKUITAS MEREK
KAMPANYE MEDIA SOSIAL YOURSINGAPORE
UNIVERSITAS INDONESIA SALEMBA
2011
Social Media Usage Effects on Brand Equity Perception Building Social Media Campaign of YourSingapore Tourism Brand
Oleh. Mohammad Ichsan
0906590471
Pembimbing Dr. Pinckey Triputra, M.Sc
Preamble
Social Media?
Brand Equity?
• ATL Communication Channel Cluttered and Expensive cost. • A New Marketing
Communication Platform • It becomes today’s
communication trend platform.
• It’s one of important business objectives. • It gives an added value to the
product or service.
Social Media
Social Media Social Media
Social Media
Brand Equity
“Does the platform benefits the business?”
However, social media platform remains doubtful to the management.
Preamble
Preamble
The Brand was launched in March 5th 2010 with a contemporary essence. The brand announced its drive to web communication strategy and its digital platform focus. The brand also utilize social media platform to engage with its target consumer.
Theoretical Framework
Brand
Equity
Social
Media
Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics: Participation; Opennes; Conversation; Community; Connectedness. (Mayfield, 2010) – combined with the CMC characteristic by Wood and Smith (2005).
A set of assets or liabilities, which is owned by a certain brand or symbol, that could added or
diminished the value of a product or service (Aaker, 1996)
Cyber
Agora
Cyber
Activity
Brand Awareness
Brand Perceived
Brand Loyalty
Opennes Attractiveness
Vividness
Participation Conversation Community
Connectedness
Top of Mind Brand Recall
Brand Recognition Unaware of Brand
Quality Price
Services Emotional Factor
Easiness Reason to Buy
Positioning
Trust Suitability
Satisfaction Likes the Brand
Committed
Research Method
Type of
Research
Population and
Sample Analysis Unit
Data Gathering
Technique Analysis
Method
Validity and
Reliability
Hypothetical Deductive Method and Survey Research
Stratified Purposive random Sampling . 175 respondents .
Individual as the analysis unit
Online Survey Questionnaires
Multivariate – regression analysis
Keyser-Meyer-Olkin & bartlett Test for Validity and Cronbach’s Alpha Coefficient for the reliability
Analysis Framework
Research Method
Brand Equity Sex
Age
Education
Expenditure
Social Media
Sex Frequency %
Male 85 48.6
Female 90 51.4
Total 175 100
Age Frequency %
18-30 159 90.9
31-42 13 7.4
43-54 3 1.7
Total 175 100.00
Education Level Frequency %
SMA 14 8.0
D3 11 6.3
S1 131 74.9
S2 19 10.9
Total 175 100.00
Expenditure Frequency %
500,000-5,000,000 152 86.9
5,000,001 – 30,000,000 23 13.1
Total 175 100
Respondent
Characteristic
Research Result
Aspect Awareness Perceived Loyalty Equity Agora Activity N
Mean 2.5 / 5 3.1 / 5 3.29 / 5 3.14 / 5 2.6 / 5 1.97 / 5 175
Research Result
Analysis Framework
Brand Equity Sex
Age
Education
Expenditure
Social Media
Research Result
Sig = 0.004 R2 = 0.047
Sig = 0.973 R2 = 0.000
Sig = 0.411 R2 = 0.004
Sig = 0.608 R2 = 0.002
Sig = 0.001 R2 = 0.063
Brand
Equity
Social
Media Cyber
Agora
Cyber
Activity
Brand Awareness
Brand Perceived
Brand Loyalty
Opennes Attractiveness
Vividness
Participation Conversation Community
Connectedness
Top of Mind Brand Recall
Brand Recognition Unaware of Brand
Quality Price
Services Emotional Factor
Easiness Reason to Buy
Positioning
Trust Suitability
Satisfaction Likes the Brand
Committed
Research Result
Variable Sig.
Determiner
Coefficient(%) Dependent Independent
cyber agora
awareness 0.000 30.3
perceived 0.021 3.1
loyalty 0.017 34.5
equity 0.000 10.5
Variable Sig.
Determiner
Coefficient (%) Dependent Independent
cyber activity
awareness 0.000 30.6
perceived 0.795 0.0
loyalty 0.401 0.4
equity 0.009 3.8
X Y Sig. R2
Social media
Brand equity
0.001 0.063
Conclusion and Recommendation
Conclusion
• It cannot stand alone.
• Impression is important.
• Relatively un-mass.
• There’s still another variable.
• Consider beyond demographic.
Recommendation
• Utilize another media for greater effect.
• Strong thematic and tactical message campaign to drive them to web.
• Another variable such us Media Use, Continuity, and Relevance.
• Focus on community.
YourSingapore’s Cyber Agora
Thank You
ichsanrasyid 0906590471
