PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY PADA SEPATU OLAHRAGA DI INDONESIA: PERAN MEDIASI CONSUMER BRAND ENGAGEMENT, BRAND AWARENESS, DAN SELF-BRAND CONNECTION

Ripaldi Krisnanta Hidayat; Kurniawati Kurniawati

doi:10.35906/jep.v11i2.2645

PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY PADA SEPATU OLAHRAGA DI INDONESIA: PERAN MEDIASI CONSUMER BRAND ENGAGEMENT, BRAND AWARENESS, DAN SELF-BRAND CONNECTION

Ripaldi Krisnanta Hidayat, Kurniawati Kurniawati

Abstract

ABSTRAK
Pertumbuhan pesat industri sepatu olahraga di Indonesia serta meningkatnya intensitas persaingan antar merek, baik global maupun lokal, menimbulkan kebutuhan bagi merek lokal untuk memahami efektivitas social media marketing dalam membangun loyalitas merek agar mampu bersaing secara berkelanjutan. Namun, mekanisme bagaimana strategi ini berkontribusi terhadap pembentukan loyalitas belum sepenuhnya jelas. Penelitian ini menguji pengaruh pemasaran media sosial terhadap loyalitas merek dengan memasukkan consumer brand engagement, brand awareness, dan self-brand connection sebagai variabel mediasi. Menggunakan pendekatan kuantitatif, data diperoleh dari 269 pengguna media sosial aktif melalui survei online dan dianalisis menggunakan Structural Equation Modeling (SEM) AMOS. Hasil penelitian menunjukkan bahwa pemasaran media sosial tidak berpengaruh langsung terhadap loyalitas merek, tetapi memiliki pengaruh positif signifikan terhadap ketiga variabel mediasi. Selain itu, ditemukan mekanisme mediasi penuh, di mana keterlibatan konsumen, kesadaran merek, dan hubungan merek diri menjadi faktor yang menjembatani pengaruh pemasaran media sosial terhadap loyalitas merek. Temuan ini menegaskan bahwa pemasaran media sosial membentuk loyalitas secara tidak langsung melalui penguatan aspek psikologis konsumen. Secara praktis, penelitian ini menekankan pentingnya strategi pemasaran media sosial yang berfokus pada pembangunan hubungan emosional dan pengalaman merek yang lebih mendalam guna mendorong loyalitas konsumen secara berkelanjutan.
ABSTRACT
This study examines the complex relationship between social media marketing and brand loyalty in Indonesia's sports shoe industry, investigating the mediating roles of consumer brand engagement brand awareness, and self-brand connection. Using a quantitative approach, data were collected from 269 active social media users through an online survey and analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal a critical insight: while social media marketing fails to exhibit a significant direct effect on brand loyalty, it strongly and positively influences consumer brand engagement, brand awareness, and self-brand connection. Importantly, a full mediation mechanism was identified, where these three psychological constructs completely mediate the social media marketing loyalty relationship. This indicates that social media marketing builds loyalty only indirectly by fostering engagement, enhancing awareness, and creating personal brand connections. This research offers a significant theoretical contribution by challenging conventional assumptions about direct social media marketing effects and unveiling a complete mediation model in an emerging market context. For practitioners, these findings provide crucial strategic guidance, emphasizing a paradigm shift from transactional social media marketing activities toward building meaningful psychological connections with consumers through interactive content and community building

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