Analysis of the Effectiveness of Social Media on Brand Awareness, Brand Equity, and Purchase Intention of Retail Sugar Consumers of PT. Kebon Agung

Tri Safrudin Prawiro Negoro; Alldila Nadhira Ayu Setyaning

doi:10.55927/ijbae.v4i2.51

Authors

Tri Safrudin Prawiro Negoro Universitas Islam Indonesia
Alldila Nadhira Ayu Setyaning Universitas Islam Indonesia

DOI:

https://doi.org/10.55927/ijbae.v4i2.51

Keywords:

Social Media Marketing Activities, Brand Awareness, Purchase Intention

Abstract

This study aims to determine the level of social media optimization carried out by the retail sugar brand PT Kebon Agung to increase consumer purchase intention through brand awareness and brand equity. This research uses a quantitative approach with primary data sources obtained from distributing questionnaires via Google Form. Survey data collection with questionnaires in this study using purposive sampling. The analysis technique used in this test is descriptive analysis. The results obtained from this study are the optimization of Social Media Marketing Activities (SMMA) has a strong impact and contribution to increasing brand awareness, brand equity, and consumer purchase intentions.

References

Abd.Mukhid. (2021). Metodologi penelitian pendekatan kuantitatif.

Agustin, R., & Hasyim. (2019). Membangun niat beli secara online melalui kemudahan dan kepercayaan konsumen. Journal of Economic, 10(2), 121–132. https://ejurnal.esaunggul.ac.id/index.php/Eko/article/view/2850

Amin, N., Krisnamurthi, B., & Rachmina, D. (2024). Faktor-Faktor yang Memengaruhi Penawaran Gula Indonesia. Jurnal Agribisnis Indonesia, 12(1), 92–105. https://doi.org/10.29244/jai.2024.12.1.92-105

An Aaker, D. (1991). Managing Brand Equity; capitalizing on the value of a brand name.

Asosiasi Gula Refinasi Indonesia. (2021). Perbandingan Antara Gula Kristal Rafinasi (GKR) dengan Gula Kristal Putih (GKP). AGRI. https://www.agri.or.id/blog/view/31.html

Bacay, I., Anthony Ramirez, R., Naomi Ramos, F., & R. Grimaldo, J. (2022).

Badan Pangan Nasional. (2023). Jaga Stabilitas Pasokan dan Harga Gula, Pemerintah Telah Siapkan Langkah Antisipatif Sejak Dini. Badan Pangan Nasional. https://badanpangan.go.id/blog/post/jaga-stabilitas-pasokan-dan- harga-gula-pemerintah-telah-siapkan-langkah-antisipatif-sejak-dini

Bhaya, Z. M. A., & Jassmy, B. A. K. (2017). The Impact of The Brand in Achieving Competitive Advantage: -An Analytic Study on Zain Iraq’s Mobile Cell-Phone Company in Al-Diwaniyah Governorate in Iraq.

Bilgin, Y. (2018), “The effect of social media marketing activities on brand awareness, brand image and brand loyalty”, Business and Management Studies: An International Journal, Vol. 6 No. 1, pp. 128-148

Budiarto, H. (2016). Komperasi Antara Kelompok Yang Melihat Iklan dan Tidak Melihat Iklan Dengan Moderasi Brand Awareness Terhadap Niat Beli (Studi Pada Commuter Line). 9(December), 48–60.

Creswell, J. W. (2009). Research Design: Qualitative, Quantitative and Mixed methods (Third Edit). SAGE Publications Ltd. 1.

Factors Influencing Shopee Users’ Intention to Purchase Products during Shopee Philippines’ Big Online Shopping Events. Journal of Business and Management Studies, 27–37. https://doi.org/10.32996/jbms

Fajrin, A. El, Hartono, S., & Waluyati, L. R. (2016). Permintaan Gula Rafinasi Pada Industri Makanan Minuman Dan Farmasi di Indonesia. Agro Ekonomi, 26(2), 150. https://doi.org/10.22146/agroekonomi.17267

Febrian, A., & Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. 12(March), 41–51. https://doi.org/10.21512/bbr.v12i1.6419

Fowler, F. J. (2014). Survey Research Methods. In Sage Publications, Inc (Fifth Edit). https://www.jstor.org/stable/3250956?origin=crossref

Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097

Hildreth, J. (2012). Brand awareness. Twist, 5(42), 22–23. https://doi.org/10.4337/9781800377486.brand.awareness

Hung, K., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R. and Chou, C. (2011), “Antecedents of luxury brand purchase intention”, Journal of Product and Brand Management, Vol. 20 No. 6, pp. 457-467.

Jatmiko. (2017). Brand Equity Sebagai Pembentuk Keputusan Pembelian Melalui Purchasing Intention Pada Konsumen Sepeda Motor. 8.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand ☆. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Koivulehto, E.I. (2017), “Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara”, International Business, Bachelor’s Thesis, Aalto University, available at: https://aaltodoc.aalto.fi/bitstream/handle/123456789/26042/bachelor_Koivul hto_Ilona_2017. pdf?sequence=1&isAllowed=y

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13 edition). Erlangga. Majalah Hortus Archipelago. (2023). Produksi Minim, 2023 Pemerintah Akan

Musianto, L. S. (2002). Perbedaan Pendekatan Kuantitatif Dengan Pendekatan Kualitatif Dalam Metode Penelitian. Jurnal Manajemen Dan Wirausaha, 4(2), 123–136. https://doi.org/10.9744/jmk.4.2.pp.123-136

Nguyen, C., Tran, T., & Nguyen, T. (2024). Factors affecting users’ brand awareness through social media marketing on TikTok. https://doi.org/10.21511/im.20(1).2024.11

Nurdiyanto, A. D., & Purnomo, M. (2020). Pengaruh Kesadaran Merek, Citra Merek Dan Komunikasi Pemasaran Terhadap Ekuitas Merek. 7(3), 558–570. Nurmuslimah, A. S., & Sosianika, A. (2019). Efek Komunikasi Media Sosial pada Persepsi Konsumen dan Niat Neli: Studi terhadap Akun Resmi Merek di Line.

Onkvisit, S and Shaw, J. (2004). International Marketing: Analysis and strategy Fourth edition.

Park, D.H., Lee, J. and Han, I. (2007), “The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, Vol. 11 No. 4, pp. 125-148.

Pusat Data dan Sistem Informasi Pertanian Sekretariat Jenderal Kementerian Pertanian. (2024). Analisis Kinerja Perdagangan Gula. In Pusat Data dan Sistem Informasi Pertanian. https://doi.org/ISSN: 2086-4949

Ramadani, A. K., & Kurniawati. (2023). Pengaruh Social Media Marketing Activities pada Produk Enterprise Resource Planning System. 6.

Ramadani, R., Febriyanti, E. P., Amanda, S., Putri, S., Ramadhan, M. F., Hasmidyani, D., & Budiman, M. A. (2024). Analisis Kebijakan Tarif Impor Gula Terhadap Permintaan Gula di Indonesia. 1(2), 79–85.

Roseira, C., Teixeira, S., Barbosa, B., & Macedo, R. (2022). How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers.

Šakytė-statnickė, G. (2025). The Effect of Brand Association and Brand Image on the Brand Awareness of Lithuanian Companies of Digital Products. January. https://doi.org/10.2478/orga-2024-0028

Saleem, S., Rahman, S. U., & Umar, R. M. (2015). Measuring Customer Based Beverage Brand Equity: Investigating the Relationship between Perceived Quality, Brand Awareness, Brand Image, and Brand Loyalty. 7(1), 66–77. https://doi.org/10.5539/ijms.v7n1p66

Samih Baalbaki, S. (2012). Consumer Perception of Brand Equity Measurement: A New Scale. Dissertation Prepared for The Degree of Doctor of Philosophy.

Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. 9, 2721–2731.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif Dan R &. D. Alfabeta.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. PT. Alfabet. Tegar Harrindi Aji, M., Sidabutar, K., & Riorini, S. V. (2022). Social Media Marketing Strategies dan Implementasinya Mempromosikan Industri Pakaian Lokal. Jurnal Ekonomi Dan Bisnis, 11(3), 897–905.

Triatmaja, I. N. A., & Ekawati, N. W. (2023). Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Niat Beli Smartphone Oppo. E-Jurnal Manajemen, DOI: Https://Doi.Org/10.24843/EJMUNUD.2023.V12.I04.P05, 12(4), 412–434.

Utami, H. M., & Sugiat, M. A. (2023). Pengaruh Social Media Marketing Activities terhadap Purchase Intention Dengan Brand Image, Brand Awareness, Brand Equity Sebagai Variabel Intervening Pada Produk Skincare Avoskin. Management & Business, 6(1), 6–11. https://doi.org/10.37531/sejaman.v6i1.3743

Wati, A. P., Martha, J. A., & Indrawati, A. (2020). Digital Marketing (N. Artha Fransiska (ed.); Issue september 2016).

Yadav, M. and Rahman, Z. (2017), “Measuring consumer perception of social media marketing activities in e-commerce industry: scale development and validation”, Telematics and Informatics, Vol. 34 No. 7, pp. 1294-1307.

Zuhdi Syihab, M., & Angga Negoro, D. (2023). The Influence of Digital Marketing in Building Brand Awareness Against Purchasing Decisions and Sales Volume. 7, 4672–4678.