ANTESEDEN DAN KONSEKUENSI BRAND EXPERIENCE SEKOLAH SWASTA: STUDI EMPIRIS PERILAKU SISWA SMA XYZ DI MEDIA SOSIAL [ANTECEDENTS AND CONSEQUENCES OF PRIVATE SCHOOL BRAND EXPERIENCE: AN EMPIRICAL STUDY OF XYZ HIGH SCHOOL STUDENTS' BEHAVIOR ON SOCIAL MEDIA]

Selvi Esther Suwu, Ferdi Antonio

Abstract


Technology, especially the internet, is becoming the main platform and source of learning, so students understand more about the internet and social media and this can be an experience they feel so that it is likely to be expressed on social media. Schools can see opportunities to be able to attract consumer attention with the existence of experience stories about their schools (Brand Experience) on social media through the behavior of students who write them. The purpose of this study is to examine the influence of private school Brand Experience antecedents and their consequences on the behavior of XYZ High School students on social media. The research methodology is quantitative with 196 XYZ school respondents in South Tangerang, the data obtained is processed with SMART PLS ver 3. The results obtained are evidence of the influence of antecedents, namely positive Brand Identification on Brand Experience, resulting in consequences of student behavior that tells good things and promotions about XYZ schools (Advocacy Intention and EWOM) on social media.

 Bahasa Indonesia Abstrak 

Pandemi covid 19 membuat pembelajaran di sekolah yang biasa secara tatap muka menjadi online, sehingga untuk melakukannya memerlukan pengetahuan tentang teknologi dan mengakibatkan adanya penyesuaian bagi siswa juga sekolah. Teknologi terutama internet menjadi platform dan sumber utama pembelajaran, jadi siswa tambah mengerti tentang internet dan media sosial dan hal ini bisa jadi pengalaman yang mereka rasakan sehingga kemungkinan dituangkan di media sosial. Sekolah dapat melihat peluang untuk dapat menarik perhatian konsumen dengan adanya cerita pengalaman  mengenai sekolahnya (Brand Experience) di media sosial melalui perilaku siswa yang menuliskannya. Tujuan penelitian ini adalah ingin mengkaji pengaruh anteseden Brand Experience sekolah swasta dan konsekuensinya pada perilaku siswa SMA XYZ di media sosial. Metodologi penelitian ialah kuantitatif dengan 196 responden sekolah XYZ di Tangerang Selatan, data yang diperoleh diolah dengan SMART PLS ver 3. Hasil yang didapatkan adalah adanya bukti pengaruh anteseden yaitu Brand Identification yang positif terhadap Brand Experience sehingga menghasilkan konsekuensi perilaku siswa yang menceritakan hal baik dan promosi tentang sekolah XYZ (Advocacy Intention dan EWOM) di media sosial.


Keywords


Brand experience; brand identification; brand clarity; advocacy intention; EWOM ; perilaku siswa



DOI: http://dx.doi.org/10.19166/pji.v20i1.6568

Full Text:

PDF

References


Amoroso, D. L. (2017). The importance of advocacy on reputation and loyalty: Comparison of Japanese, Chinese and the Filipino consumers. In P. O. de Pablos (Ed.), Management strategies and technology fluidity in the Asian business sector (pp. 114–125). Hershey, PA: IGI Gobal.

Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023–3032. https://doi.org/10.1016/j.jbusres.2016.01.017

Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505–524. https://doi.org/10.1108/JABS-01-2019-0020

Beneke, J. H. (2011). Marketing the Institution to prospective students – a review of brand (reputation) management in higher education. International Journal of Business and Management, 6(1), 29-44. http://dx.doi.org/10.5539/ijbm.v6n1p29

Betseba, G. A. E., & Wati, E. D. S. (2017). Hubungan penggunaan media sosial dengan tingkat kepekaan sosial di usia remaja. Jurnal The Messenger, Cultural Studies, IMC and Media, 9(1), 65-69. http://dx.doi.org/10.26623/themessenger.v9i1.428

Bienstock, C. C., & Stafford, M. R. (2006). Measuring involvement with the service: a further investigation of scale validity and dimensionality. Journal of Marketing Theory and Practice, 14(3), 209–221. https://doi.org/10.2753/MTP1069-6679140303

Bougie, R., & Sekaran, U. (2019). Research methods for business, a skill building approach (8th ed.). John Wiley & Sons.

Brakus, J., J., Schmitt, B., H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052

Cleft, T., Lin, I Chun., & Walter, N. (2014). Can You Feel It? – The effect of brand experience on brand equity. The UIP Journal of Brand Management, 11(2), 7-28. https://www.researchgate.net/publication/263470342

Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101–110. https://doi.org/10.1016/j.jretconser.2018.03.011

Efferi, A. (2014). Dinamika persaingan antar lembaga pendidikan. Quality: Journal of Empirical Research in Islamic Education, 2(1), 96-116. https://journal.iainkudus.ac.id/index.php/Quality/article/view/2095

Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901–2910. https://doi.org/10.1016/j.jbusres.2015.12.059

Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34–49. https://doi.org/10.1509/jmkg.70.1.034.qxd

Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. http://dx.doi.org/10.1108/JAMR-05-2017-0062

Foxall, G. R., & Pallister, J. G. (1998). Measuring purchase decision involvement for financial services: Comparison of the zaichkowsky and mittal scales. International Journal of Bank Marketing, 16(5), 180–194. http://dx.doi.org/10.1108/02652329810228181

Fritz, K., Schoenmueller, V., & Schoenmueller, V. (2017). Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348. http://dx.doi.org/10.1108/EJM-10-2014-0633

Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management 17(1), 4-12. http://dx.doi.org/10.1108/10610420810856468

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Service, 27(1), 5-23. https://doi.org/10.1002/cjas.129

Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29

Hair, J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. http://dx.doi.org/10.1007/s11747-017-0517-x

Hair, J. F., Risher, J., Sarstedt, M., & Ringle, C. M. (2018). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Harsha, P. P., & Shah, S. (2011). Creating brand value of higher education institution. IJMT, 19(2), 152-158. https://mpgmahavidyalaya.org/mcp/paper/1559218157IJMT_volume%2019_2_13r.pdf%20creating%20brand%20in%20hei.pdf

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135 https://doi.org/10.1007/s11747-014-0403-8

Humas. (2020, May 15). Inilah Perubahan Kebijakan Pendidikan Selama Masa Pandemi Covid-19. Sekretariat Kabinet Repubik Indonesia. https://setkab.go.id/inilah-perubahan-kebijakan-pendidikan-selama-masa-pandemi-covid-19/

Iskandar. (2013). Metodologi Penelitian Pendidikan dan Sosial. Jakarta: Referensi (GP Press Group).

Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. https://doi.org/10.1086/346254

Keller, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal o Consumer Psychology 22(2), 186-190. https://doi.org/10.1016/j.jcps.2011.11.011

Khan, I., Rahman, Z., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24, 439-452. https://doi.org/10.1057/s41262-017-0040-x

Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1-2), 1–14. https://doi.org/10.1016/j.ism.2015.09.003

Kharat, M. G., Chikhalkar, R., Jha, M. K., & Kharat, M. G. (2018). Brand experience: Development of the conceptual framework and critical research propositions. International Journal of Management Concepts and Philosophy, 11(3), 340. http://dx.doi.org/10.1504/IJMCP.2018.093495

Kock, N., & Hadaya, P. (2016). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131

Kumar, V., & Kaushik, A. K. (2018). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(3), 1–21. https://doi.org/10.1080/0965254X.2018.1482945

Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2012). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252. https://doi.org/10.1007/s11747-012-0301-x

Macdonald, E. K., & Uncles , M. D. (2007). Consumer savvy: Conceptualisation and measurement. Journal of Marketing Management, 23(5-6), 497-517. https://doi.org/10.1362/026725707X212793

Mavidis, A. (2001). Advocacy intentions: The relationship of service quality, satifaction and personality with a surgical experience. [Masters thesis, Concordia University]. National Library of Canada.

Mayeni, R., Syafti, O., & Sefrinal. (2019). Dampak perkembangan teknologi dikalangan remaja dilihat dari nilai-nilai karakter. Turast: Jurnal Penelitian dan Pengabdian, 7(2), 239-246. https://ejournal.uinib.ac.id/jurnal/index.php/turast/index.

Michaelidou, N., & Dibb, S. (2008). Consumer involvement: A new perspective. The Marketing Review, 8(1), 83–99. https://doi.org/10.1362/146934708X290403

Moran, G., & Muzellec, L. (2014). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149–161. https://doi.org/10.1080/13527266.2014.969756

Nysveen, H., Pedersen, P. E., & Skard, S. (2012). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31

O’Reilly, K., & Marx, S. (2011). How young, technical consumers assess online WOM credibility. Qualitative Market Research, 14(4), 330–359. https://doi.org/10.1108/13522751111163191

Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020

Ringle, C., da Silva, D., & Bido, D. (2014). Structural equation modeling with the SmartPLS. Brazilian Journal of Marketing, 13(2), 56-73. https://ssrn.com/abstract=2676422

Rosenzweig, E. D., Queenan, C., & Kelley, K. (2019). Virtuous cycles of service quality: An empirical test. International Journal of Operations & Production Management, 39(2), 357–380. https://doi.org/10.1108/IJOPM-11-2017-0678

Roswinanto, W., & Strutton, D. (2014). Investigating the advertising antecedents to and consequences of brand experience. Journal of Promotion Management, 20(5), 607–627. https://doi.org/10.1080/10496491.2014.946206

Rust, R. T., & Lemon, K. N. (2001). E-service and the consumer. International Journal of Electronic Commerce, 5(3), 85–101. https://doi.org/10.1080/10864415.2001.11044216

Schmitt, B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417–419. http://dx.doi.org/10.1057/bm.2009.5

Schmitt, B. H., Brakus, J., & Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21(9), 727–733. http://dx.doi.org/10.1057/bm.2014.34

Sijoria, C., Mukherjee, S., & Datta, B. (2018). Impact of the antecedents of eWOM on CBBE. Marketing Intelligence & Planning, 36(5), 528–542. http://dx.doi.org/10.1108/MIP-10-2017-0221

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406–418. https://doi.org/10.1016/j.ijresmar.2012.06.001

Uncles, M. D. (2008). Know thy changing consumer. Journal of Brand Management 15, 227-231. http://dx.doi.org/10.1057/palgrave.bm.2550141

Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20, 742-761. https://doi.org/10.1057/bm.2013.12

Wiedmann, K.-P., Labenz, F., Haase, J., & Hennigs, N. (2017). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/s41262-017-0061-5

Yopi, M., Wahid, U., & Azis, F. (2020). Digital brand equity melalui social media (studi kasus pada bagian pemasaran sekolah global jaya). AGUNA: Jurnal Ilmu Komunikasi, 1(1). https://ejournal.amikompurwokerto.ac.id/index.php/AGUNA/article/view/981/570

Yu, X., Yuan, C., Kim, J., & Wang, S. (2021). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research, 130, 426-435. https://doi.org/10.1016/j.jbusres.2020.02.011


Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2024 Selvi Esther Suwu. M.M

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

favicon Faculty of Education | Universitas Pelita Harapan | Lippo Karawaci, Tangerang, Indonesia, 15811 | Tel +62 21 5466057 | Fax +62 21 5461055