THE EFFECT OF SOCIAL MEDIA MARKETING AND CONSUMER-BRAND ENGAGEMENT ON BRAND KNOWLEDGE: A STUDY ON SECONDATE BEAUTY INSTAGRAM PLATFORM

Yuanto, Sherly Laurensia (2022) THE EFFECT OF SOCIAL MEDIA MARKETING AND CONSUMER-BRAND ENGAGEMENT ON BRAND KNOWLEDGE: A STUDY ON SECONDATE BEAUTY INSTAGRAM PLATFORM. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The surge in digitalization has transformed marketing practices in various industries. Recently, social media has been widely implemented by local businesses in Indonesia. They are relying on building a connection with their markets through social media. Secondate Beauty has become an example because its presence has attracted massive consumers amid growing competitors in the same industry. This study would like to identify which types of marketing activities on social media affect consumer engagement with the brands and influence the brand knowledge of Secondate Beauty. Using a purposive sampling technique through Google Forms, sampling was carried out using a 5-point Likert Scale. By 153 respondents obtained, the data analysis continued using the Structural Equation Model (SEM) method with SmartPLS version 3.3.9. The result shows that entertainment and EWOM as social media marketing activities positively influence consumer brand engagement, followed by the same result on the consumer-brand engagement on brand knowledge. It contrasted the variable customization, interaction, and trendiness as a form of social media marketing activities that do not influence consumer-brand engagement.

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