The Impact of Social Media Marketing Activities on Value Equity, Brand Equity, and Relationship Equity in Ngarsopura Market of Surakarta

Authors

  • Sumaryanto Sumaryanto Universitas Slamet Riyadi Surakarta
  • Erni Widajanti Universitas Slamet Riyadi Surakarta
  • Nani Irma Susanti Universitas Dharma AUB Surakarta

DOI:

https://doi.org/10.58812/wsis.v2i01.537

Keywords:

Social Networking Site, Loyalty Intention, Future Performance, Traditional Night Market

Abstract

Even in Surakarta, traditional marketplaces continue to play an essential role in the commercial activities that take place in Indonesia. Because of the proliferation of digital technology, the utilization of social media in marketing endeavors has become increasingly important. On the other hand, there is currently a dearth of research about the influence that social media marketing operations have on value equity, brand equity, and customer relationship equity in traditional markets. In the Ngarsopuro Market in Surakarta, the purpose of this study is to provide an explanation of the potential social media marketing actions that have the potential to influence those three equity factors. The strategy known as Partial Least Square (PLS) is utilized as a device for doing data analysis in this study. Through the use of questionnaires, information was gathered from 230 individuals who have visited Ngarsopuro Market and have engaged in the practice of online shopping. A favorable impact on value equity, brand equity, and relationship equity has been observed at Ngarsopuro Market as a result of the utilization of social media, as demonstrated by the findings of the study. In addition, the investigation revealed that value equity, brand equity, and customer relationship equity all play a key role in the decision to make a purchase in the Ngarsopuro Market. Therefore, in order to maintain conventional markets, it is anticipated of sellers that they would make more efficient use of social media, give relevant information about their products, and increase consumer loyalty.  

References

F. Muthiah, “Peran Social Networking Sites dalam meningkatkan Stakeholder Engagement: A Literature Review,” JURNAL LENSA MUTIARA KOMUNIKASI, vol. 5, no. 2, pp. 86–104, Dec. 2021, doi: 10.51544/jlmk.v5i2.2161.

F. Muthiah, “Peran Social Networking Sites dalam meningkatkan Stakeholder Engagement: A Literature Review,” JURNAL LENSA MUTIARA KOMUNIKASI, vol. 5, no. 2, pp. 86–104, Dec. 2021, doi: 10.51544/jlmk.v5i2.2161.

C. Claudia and J. Edwin, “MOTIVASI MEMBAGIKAN KONTEN TANAMAN HIAS DI SOCIAL NETWORKING SITES,” WACANA: Jurnal Ilmiah Ilmu Komunikasi, vol. 21, no. 2, pp. 178–195, Dec. 2022, doi: 10.32509/wacana.v21i2.2000.

A. W. Utomo, P. Dharmika Nugraha, and E. B. Pratama, “Utilitas Media Sosial Smartphone dalam Pendidikan Jasmani, Olahraga dan Kesehatan.”

L. Pujasari Supratman, J. Telekomunikasi Nomor, and J. Barat, “Penggunaan Media Sosial oleh Digital Native.”

A. Rachmawaty, “OPTIMASI MEDIA SOSIAL DALAM MENINGKATKAN PENJUALAN DI MASA PEMBATASAN SOSIAL BERSKALA BESAR,” 2021.

M. Yanto, K. Kunci, and P. Laba, “PENERAPAN COST-VOLUME-PROFIT (CVP) SEBAGAI DASAR PERENCANAAN LABA PADA CV. USAHA BERSAMA TANJUNGPINANG APPLICATION OF COST-VOLUME-PROFIT (CVP) AS THE BASIC OF PROFIT PLANNING IN CV. USAHA BERSAMA TANJUNGPINANG,” DIMENSI, vol. 9, no. 2, pp. 369–386, 2020.

I. K. Saskara, W. Wirawan; I Ketut Ardiasa, D. Akademi, and P. Denpasar, “STRATEGI PENGEMBANGAN PASAR TRADISIONAL SEBAGAI DAYA TARIK WISATA DI KOTA DENPASAR BALI: STUDY KASUS PASAR KRENENG.”

M. Arifin, PENGEMBANGAN PRODUK FURNIKRAFT PIGURA BERBASIS ANDROID (STUDI KASUS PADA KELOMPOK PENGRAJIN PIGURA KLIWON KUDUS).

H. Wang, E. Ko, A. Woodside, and J. Yu, “SNS marketing activities as a sustainable competitive advantage and traditional market equity,” J Bus Res, vol. 130, pp. 378–383, Jun. 2021, doi: 10.1016/j.jbusres.2020.06.005.

S. P. Soegijono, “Penataan Pasar Tradisional sebagai Pusat Aktvitas Ekonomi dan Relasi Sosial di Kota Ambon,” WIDYAKALA: JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY, vol. 9, no. 1, p. 62, Mar. 2022, doi: 10.36262/widyakala.v9i1.577.

“digital marketing”.

B. Bisnis, R. Suprapto, and D. Prodi Manajemen, “PENGARUH CUSTOMER EQUITY TERHADAP WORD OF MOUTH PERGURUAN TINGGI SWASTA CUSTOMER EQUITY AND TRUST EFFECT ON WORD OF MOUTH AT UNIVERSITY,” 2015.

R. S. Lapidus and L. Pinkerton, “Customer Complaint Situations: An Equity Theory Perspective,” John Wiley & Sons, Inc, 1995.

R. T. Rust, K. N. Lemon, and V. A. Zeithaml, “MEASURING CUSTOMER EQUITY AND CALCULATING MARKETING ROI,” 2005.

H. Kurnia et al., “PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL INSTAGRAM TERHADAP LOYALITAS PELANGGAN PADA SHOPEE.”

K. Pandiangan, Y. Dwi Atmogo, and C. Author, “FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EQUITY: BRAND TRUST, BRAND IMAGE, PERCEIVED QUALITY, & BRAND LOYALTY,” vol. 2, no. 4, 2021, doi: 10.31933/jimt.v2i4.

“Ekuitas Hubungan (Rabbane dan Laine, 2013).”.

J. J. Cronin, M. K. Brady, G. Tomas, and M. Hult, “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, vol. 76, no. 2, pp. 193–218, 2000.

S. Surabaya, “SOETOMO BUSINESS REVIEW Analisis pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian melalui kepuasan konsumen sebagai variabel intervening pada pt citra kreasi makmur kediri Niswatun Nadhifah.”

M. L. Richins, “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study.”

M. Dachyar, F. M. Esperanca, and R. Nurcahyo, “Loyalty Improvement of Indonesian Local Brand Fashion Customer Based on Customer Lifetime Value (CLV) Segmentation,” in IOP Conference Series: Materials Science and Engineering, Institute of Physics Publishing, Sep. 2019. doi: 10.1088/1757-899X/598/1/012116.

B. Santosa and M. Manajemen, “CUSTOMER SEGMENTATION USING RFM ANALYSIS TO IMPROVE CUSTOMER SERVICE CASE STUDY at TELKOM SPEEDY REGIONAL V JAWA TIMUR PAYMENT PERIOD FROM Q4 2012 TO Q1 2013 HANIF FAUZAN 9108201603 FACULTY MENTORS,” 2014.

M. Rabi’ah, A. Adawiyah, M. Wanialisa, and I. R. Hadari, “Pengaruh Arus Kas Operasi, Laba Bersih dan Corporate Social Responsibility Terhadap Harga Saham Pada Perusahaan Pertambangan yang Terdaftar di Bursa Efek Indonesia Periode 2017-2021”, doi: 10.37817/ikraith-ekonomika.v6i3.

E. Natasya and E. Andhaniwati, “Pengaruh Kepuasan Wajib Pajak terhadap Kepatuhan Wajib Pajak Kendaraan Bermotor,” Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, vol. 6, no. 2, pp. 1128–1139, Aug. 2023, doi: 10.47467/alkharaj.v6i2.4202.

“(Ghozali & Latan, 2015 - 7).”.

M. Situmorang and F. Muchtar, “PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CUSTOMER LOYALTY MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY PADA NASABAH PEGADAIAN TABUNGAN EMAS,” vol. 6, no. 11, 2021, doi: 10.36418/Syntax-Literate.v6i11.4561.

“(Richins, 1983 dalam Palilati, 2007). Aaker (1996) dalam Riyadi (1998-58)”.

J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019, doi: https://doi.org/10.1108/EBR-11-2018-0203.

M. Wetzels, G. Odekerken-Schröder, and C. Van Oppen, “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration,” MIS Q., pp. 177–195, 2009.

Downloads

Published

2024-01-25

How to Cite

Sumaryanto, S., Widajanti, E., & Susanti, N. I. (2024). The Impact of Social Media Marketing Activities on Value Equity, Brand Equity, and Relationship Equity in Ngarsopura Market of Surakarta. West Science Interdisciplinary Studies, 2(01), 83–100. https://doi.org/10.58812/wsis.v2i01.537

Issue

Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies

Section

Articles

License

Copyright (c) 2024 Sumaryanto Sumaryanto, Erni Widajanti, Nani Irma Susanti

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.