Pengaruh Social Media Campaign terhadap Brand Image, Brand Equity, dan Customer Satisfaction Merek Lafiye

Abstract

Meningkatnya kepercayaan pengguna terhadap media sosial mendorong banyak perusahaan memasukkannya ke dalam strategi pemasaran, salah satunya melalui social media campaign. Strategi ini diterapkan di berbagai industri, termasuk fashion, dan terbukti berpengaruh positif terhadap brand image, brand equity, dan customer satisfaction. Pertumbuhan industri fashion di Indonesia didukung oleh sektor fashion Muslim, yang turut mendorong perkembangan merek lokal seperti Lafiye. Penelitian ini bertujuan menganalisis pengaruh kampanye media sosial terhadap brand image, brand equity, dan customer satisfaction Lafiye. Pendekatan kuantitatif digunakan dengan data primer dari kuesioner kepada 195 responden di Jabodetabek selama Agustus hingga November 2024. Sampel diambil dengan metode quota sampling. Data dianalisis menggunakan teknik deskriptif, uji validitas, uji reliabilitas, dan SEM-PLS dengan SPSS 26 dan SmartPLS 4. Hasil penelitian menunjukkan kampanye media sosial berpengaruh positif dan signifikan terhadap brand image, brand equity, dan customer satisfaction merek Lafiye.

The growing trust of users in social media has encouraged many companies to integrate it into their marketing strategies, one of which is through social media campaigns. This strategy is applied across various industries, including fashion, and has been proven to positively influence brand image, brand equity, and customer satisfaction. The growth of Indonesia's fashion industry is supported by the Muslim fashion sector, which also drives the development of local brands like Lafiye. This study aims to analyze the influence of social media campaigns on the brand image, brand equity, and customer satisfaction of Lafiye. A quantitative approach was used, with primary data collected from questionnaires distributed to 195 respondents in the Jabodetabek area between August until November 2024. The sample was selected using the quota sampling method. Data were analyzed using descriptive techniques, validity testing, reliability testing, and SEM-PLS with the help of SPSS 26 and SmartPLS 4 software. The results showed that social media campaigns had a positive and significant effect on the brand image, brand equity, and customer satisfaction of the Lafiye brand.