Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek
Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The ob...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Negeri Syarif Hidayatullah Jakarta
2019-12-01
|
| Series: | Esensi: Jurnal Bisnis dan Manajemen |
| Subjects: | |
| Online Access: | http://journal.uinjkt.ac.id/index.php/esensi/article/view/9037 |
| _version_ | 1818314212376576000 |
|---|---|
| author | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari |
| author_facet | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari |
| author_sort | Tri Hanifawati |
| collection | DOAJ |
| description | Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results. |
| first_indexed | 2024-12-13T08:46:03Z |
| format | Article |
| id | doaj.art-e421c10d38cb4062aedd4dade722385b |
| institution | Directory Open Access Journal |
| issn | 2087-2038 2461-1182 |
| language | English |
| last_indexed | 2024-12-13T08:46:03Z |
| publishDate | 2019-12-01 |
| publisher | Universitas Islam Negeri Syarif Hidayatullah Jakarta |
| record_format | Article |
| series | Esensi: Jurnal Bisnis dan Manajemen |
| spelling | doaj.art-e421c10d38cb4062aedd4dade722385b2022-12-21T23:53:26ZengUniversitas Islam Negeri Syarif Hidayatullah JakartaEsensi: Jurnal Bisnis dan Manajemen2087-20382461-11822019-12-0191274010.15408/ess.v9i1.90376161Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi MerekTri Hanifawati0Utan Sahiro Ritonga1Euis Evi Puspitasari2Universitas Muhammadiyah BandungUniversitas Muhammadiyah BandungUniversitas Muhammadiyah BandungSocial media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results.http://journal.uinjkt.ac.id/index.php/esensi/article/view/9037brand popularitybranding strategymarketing communicationsocial media |
| spellingShingle | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek Esensi: Jurnal Bisnis dan Manajemen brand popularity branding strategy marketing communication social media |
| title | Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek |
| title_full | Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek |
| title_fullStr | Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek |
| title_full_unstemmed | Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek |
| title_short | Popularitas Merek di Sosial Media: Analisis Pengaruh Waktu, Konten, dan Interaksi Merek |
| title_sort | popularitas merek di sosial media analisis pengaruh waktu konten dan interaksi merek |
| topic | brand popularity branding strategy marketing communication social media |
| url | http://journal.uinjkt.ac.id/index.php/esensi/article/view/9037 |
| work_keys_str_mv | AT trihanifawati popularitasmerekdisosialmediaanalisispengaruhwaktukontendaninteraksimerek AT utansahiroritonga popularitasmerekdisosialmediaanalisispengaruhwaktukontendaninteraksimerek AT euisevipuspitasari popularitasmerekdisosialmediaanalisispengaruhwaktukontendaninteraksimerek |