Assessing social media marketing activities and customer equity activities influencing customer loyalty to clothing thrifting in Yogyakarta
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Oct 7, 2022
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Abstract
Marketing activities using social media have been carried out by providers of products, goods, and services to attract consumers. However, there have not been many studies that measure social media marketing activities and customer equity activities regarding value equity and relationship equity and their impact on customer loyalty. This study analyzes the influence of social media marketing and customer equity activities on loyalty to thrifting clothing in Yogyakarta. Design quantitative research with a statistical approach. The study was conducted by distributing questionnaires to respondents focused on consumers of thrifted clothing in Yogyakarta, with as many as 332 respondents using a google form. The research sample was determined by convenience sampling. Analysis of data using a structural equation model with AMOS. The results show that social media marketing has a significant influence on value equity (p= 0.000), customer loyalty (p= 0.011), and relationship equity (p= 0.000), while customer loyalty is significantly influenced by value equity (p= 0.000) and relationship equity (p= 0.000). Hence, social media marketing and equity activities significantly affect customers loyalty to clothing thrifting in Yogyakarta.
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How to Cite
Ainurrisqi Rais, A., & Hidayat, A. (2022). Assessing social media marketing activities and customer equity activities influencing customer loyalty to clothing thrifting in Yogyakarta. Enrichment : Journal of Management, 12(4), 2662-2669. https://doi.org/10.35335/enrichment.v12i4.709
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Nikmah, N. R. (2017). Relationship Marketing, Customer Satisfaction, Customer Commitment Dan Customer Loyalty (Studi Pada Sebuah Bank Nasional di Denpasar). Competence: Journal of Management Studies, 11(2).
Paulose, D., & Shakeel, A. (2022). Perceived experience, perceived value and customer satisfaction as antecedents to loyalty among hotel guests. Journal of Quality Assurance in Hospitality & Tourism, 23(2), 447–481.
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research, 14(2), 125–149.
Smith, D., Jacobson, J., & Rudkowski, J. L. (2021). Employees as influencers: measuring employee brand equity in a social media age. Journal of Product & Brand Management, 30(6), 834–853.
Sparavec, A., March, E., & Grieve, R. (2022). The dark triad, empathy, and motives to use social media. Personality and Individual Differences, 194, 111647.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905.
Yangzom, D. (2021). From rag trade to thrifting: the cultural economy of secondhand clothing. In The Routledge Companion to Fashion Studies (pp. 269–279). Routledge.
Yanuar, N. R. (2018). Pengaruh penggunaan Media Sosial Instagram sebagai Media Promosi terhadap Loyalitas Konsumen pada Frozento Homemade Ice Cream and Cafe di Samarinda. EJournal Administrasi Bisnis, 6(3).
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030.
Chen, C.-F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957–974.
Chen, Y.-S., & Chang, C.-H. (2013). The determinants of green product development performance: Green dynamic capabilities, green transformational leadership, and green creativity. Journal of Business Ethics, 116(1), 107–119.
Chiang, C.-F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers’ attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49–69.
Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274.
Cooke, P., Nunes, S., Oliva, S., & Lazzeretti, L. (2022). Open Innovation, Soft Branding and Green Influencers: Critiquing ‘Fast Fashion’and ‘Overtourism.’ Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 52.
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Quantitative approach research method (T. S. Tambunan, Ed.; 1st ed.). CV Media Sains Indonesia.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Eman, M. (2022). Determinants of Buying Interest in Recommended Brands. Jurnal Mantik, 6(2), 2084–2090. https://doi.org/10.35335/mantik.v6i2.2648
Farivar, S., & Wang, F. (2022). Effective influencer marketing: A social identity perspective. Journal of Retailing and Consumer Services, 67, 103026.
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376.
Hall, S., & Chester, A.-B. (2021). Thrifting: Sustainable or Just a Trend? Proceedings of Student Research and Creative Inquiry Day, 5.
Ibrahim, B. (2021). The nexus between social media marketing activities and brand loyalty in hotel facebook pages: A multi-group analysis of hotel ratings. Tourism: An International Interdisciplinary Journal, 69(2), 228–245.
Ibrahim, B. (2022). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management, 28(1), 60–90.
Indra, P., & Sugiyanto, S. (2022). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. HUMANIS (Humanities, Management and Science Proceedings), 2(2).
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.
Jaman, D. R. N. I. W., & Sopiah, A. P. (2019). The Effect of Service Quality and Electronic Word of Mouth (E-WOM) Towards the Loyalty Through Brand Image (The Study on the Customers of Sriwijaya Air in Indonesia). European Journal of Business and Management, 11(12).
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.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72.
Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran jilid 2 (13th ed.). Erlangga.
Lai, M.-Y., Fotiadis, A. K., Abu-ElSamen, A., & Beede, P. (2022). Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention. Tourism Recreation Research, 47(1), 91–104.
Li, J., Kim, W. G., & Choi, H. M. (2021). Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting. Tourism Economics, 27(1), 3–22.
Malik, A. Z., Thapa, S., & Paswan, A. K. (2022). Social media influencer (SMI) as a human brand–a need fulfillment perspective. Journal of Product & Brand Management, ahead-of-print.
Mertha Adnyana, I. M. D., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9.
Nikmah, N. R. (2017). Relationship Marketing, Customer Satisfaction, Customer Commitment Dan Customer Loyalty (Studi Pada Sebuah Bank Nasional di Denpasar). Competence: Journal of Management Studies, 11(2).
Paulose, D., & Shakeel, A. (2022). Perceived experience, perceived value and customer satisfaction as antecedents to loyalty among hotel guests. Journal of Quality Assurance in Hospitality & Tourism, 23(2), 447–481.
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research, 14(2), 125–149.
Smith, D., Jacobson, J., & Rudkowski, J. L. (2021). Employees as influencers: measuring employee brand equity in a social media age. Journal of Product & Brand Management, 30(6), 834–853.
Sparavec, A., March, E., & Grieve, R. (2022). The dark triad, empathy, and motives to use social media. Personality and Individual Differences, 194, 111647.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905.
Yangzom, D. (2021). From rag trade to thrifting: the cultural economy of secondhand clothing. In The Routledge Companion to Fashion Studies (pp. 269–279). Routledge.
Yanuar, N. R. (2018). Pengaruh penggunaan Media Sosial Instagram sebagai Media Promosi terhadap Loyalitas Konsumen pada Frozento Homemade Ice Cream and Cafe di Samarinda. EJournal Administrasi Bisnis, 6(3).
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030.