I Kadek Aditya Arimbawa; I Ketut Satriawan; I Gusti Ayu Lani Triani

doi:10.24843/JITPA/2023.v08.i02.p07

I Kadek Aditya Arimbawa Teknologi Industri Pertanian, Fakultas Teknologi Industri Pertanian, Universitas Udayana
I Ketut Satriawan Universitas Udayana
I Gusti Ayu Lani Triani Universitas Udayana

DOI: https://doi.org/10.24843/JITPA/2023.v08.i02.p07

Abstract

Fish Sambal is a seafood chili brand from Nusa Penida which markets its products through Instagram-based social media. However, there was a decrease in Instagram Fish Sambal performance in August-November 2022 compared to May-July 2022. The purpose of this study was to identify Fish Sambal's social media marketing strategy, analyze the effect of social media marketing on Fish Sambal's brand awareness and make suggestions for alternative social strategies. media marketing to increase brand awareness of Fish Sambal. In-depth interviews with Fish Sambal internal parties were conducted to identify the 4C social media marketing, the Structural Equation Modeling-Partial Least Square (SEM-PLS) method was used to analyze the effect of social media marketing on Fish Sambal brand awareness and the FGD method was used to make social media strategy proposals marketing. The results showed that Fish Sambal brand awareness was influenced by social media marketing and social media marketing dimensions consisting of context, communication, collaboration, and connection which could explain brand awareness of 58.9% and 41.1% explained by other dimensions outside the model. The proposed social media marketing strategy is on the context dimension; advertisement planner, maximizing Instagram features and determining when to upload content. Communications; carry out social media campaigns and carry out direct marketing. Collaboration; collaborate with influencers and other brands. Connections; create a membership program.

Keyword: social media marketing, brand awareness, Structural Equation Modeling-Partial Least Square (SEM-PLS).

Downloads

Download data is not yet available.

References

Abdillah, W., dan Hartono, J. (2015). Partial Least Square (PLS) – Alternative Structural Equation Modelling (SEM) dalam Penelitian Bisnis. Yogyakarta: CV Andi Offset.
Andrews, J. C., dan Shimp, T. A. (2017). Advertising, Promotion and other aspects of Integrated Marketing Communications. United States of America: Cegage Learning.
Baladini, N., Syarief, N., dan Gunaedi, J. (2020). Pengaruh promosi penjualan, pemasaran media sosial dan motivasi belanja hedonis terhadap perilaku pembelian impulsif. Korelasi: Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2(1), 1323–1337.
Cahaya, Y. F., dan Dewi, L. B. (2022). The influence of lifestyle, celebrity endorser, and brand awareness on purchase intention instant Lemonilo noodles products in Jabodetabek. Management Research Studies Journal, 3(1), 1–9.
Fitriya, N., Indah, D. R., dan Safrizal. (2023). Pengaruh brand awareness dan brand trust terhadap pengambilan keputusan pembelian produk mie instan Indomie Di Kota Langsa. Jurnal Manajemen Akuntansi (JUMSI), 3(1), 239–246.
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.
Gunelius, S. (2011). 30-Minute Social Media Marketing. United States: McGraw-Hill Companies.
Hidayati, N. L. (2018). Pengaruh viral marketing, online consumer reviews dan harga terhadap keputusan pembelian shopee di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 06(3), 77–84.
Isnawati, S. I., dan Purwanto, A. (2022). Generation z buying behaviour analysis of retail business opportunities. Manajemen dan Akuntansi, 2(2), 11–21.
Moisescu, O. I. (2013). The Importance of brand awareness in consumers’ buying decision and perceived risk assessment. Management and Marketing, 7(1), 103–110.
Nadhiro. (2019). Pengaruh social media marketing terhadap brand awareness pada followers instagram Warunk Upnormal. Universitas Negeri Surabaya, 2(2), 88–92.
Pham, P. H. M., dan Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321–337.
Purwanti, N. M. D., Satriawan, I. K., dan Yoga, I. W. G. S. (2021). Pengaruh sustainable marketing terhadap keputusan pembelian beras organik. Jurnal Rekayasa Dan Manajemen Agroindustri, 9(4), 549-559.
Pinero, O. T., dan Xabier, M. R. (2016). Understanding Digital Marketing Basics and Actions. New York: Springer International Publishing.
Simbolon, F. P., Nurcholifa, R. A., dan Safarina, M. (2022). The influence of using instagram as a promotional media in building brand awareness and its impact on purchase decision of Bulog products in Shopee. Binus Business Review, 13(1), 57–66.
Solis, B. (2010). Engage: The Complete Guide for Brands and Business to Build, Cultivate, and Measure Success in the New Web. New Jersey: John Wiley and Sons Inc.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.