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"Perkembangan teknologi telah mendorong terciptanya berbagai platform social commerce. TikTok, platform media sosial dengan perkembangan tercepat sekarang, juga turut serta dalam tren ini dengan mengeluarkan fitur baru pada aplikasinya, yaitu TikTok Shop. TikTok Shop identik dengan fitur live shopping-nya, di mana penjual secara langsung menawarkan produk mereka dalam siaran langsung dan calon pembeli dapat memberikan pertanyaan sekaligus mendapatkan informasi secara langsung dan real-time, baik kepada penjual maupun audiens lainnya. Melalui metode analisis literatur, penelitian ini telah mengidentifikasi empat faktor utama yang mempengaruhi keputusan pembelian konsumen pada platform social commerce, terutama pada kasus TikTok Shop. Keempat faktor tersebut merupakan faktor hedonis, sosial, teknologi, dan perilaku. Temuan pada penelitian ini juga menunjukkan bahwa faktor hedonis, terutama ketika diintegrasikan dengan elemen-elemen sosial, memiliki pengaruh terbesar dalam mempengaruhi keputusan pembelian seseorang di platform social commerce. Berdasarkan temuan tersebut, penelitian ini juga mengembangkan kerangka strategi pemasaran untuk digunakan pada TikTok Shop, yaitu dengan menekankan kepada pembentukan konten yang menyenangkan dan memanfaatkan kemampuan social commerce dengan baik melalui live shopping untuk mendorong keputusan pembelian konsumen.

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Recent technological advancement has given way for the rise of various social commerce platforms. TikTok, the fastest growing social media platform has also joined the trend by releasing a new and innovative feature in its app called TikTok Shop. TikTok Shop is renowned for its live shopping feature, where sellers directly peddled their items on the live stream and potential buyers can ask questions while also retrieving information directly in real-time from both the sellers and other audiences. Through the method of literature review, this study has identified four key factors that influence consumer purchase decision in a social commerce platform, mainly TikTok Shop. The factors were hedonic, social, technological, dan behavioral factors. Findings in the study also suggest that hedonic factors, especially when integrated with social elements, played the biggest role in influencing someone’s purchasing decision on a social commerce platform. Using the earlier findings, this study also developed a practical framework for an effective marketing strategy in TikTok Shop, which emphasizes on the integration of entertainment value with social commerce capabilities through live shopping to drive consumer purchase decisions."

"Many business industries are experiencing a downfall due to COVID-19 pandemic that has hit the whole world since early 2020. Destination and travel industries that rely on offline interaction not able to do their daily businesses. The development of social media to execute marketing activities, one of which using TikTok as one of the rising social media, The Ministry of Tourism and Creative Economy of Indonesia make @Indonesia.Travel’s account on TikTok as a promotion channel in digital platform. This research is aimed to analyze the mediation effect of social identification, perceived value, and satisfaction towards @indonesia.travel’s social media marketing activities, which further influenced continuance intention, participation intention, and purchase intention of the audience. Online questionnaires were spread and collected 231 respondent data which analyzed using PLS-SEM. The results of this research supported the positive and direct influence between @indonesia.travel’s social media marketing activities towards social identification, perceived value, and satisfactions. Lastly, social media marketing activities of @indonesia.travel generate positive influence to three types of audiences intention including continuance intention, participation intention, and purchase intention.

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Many business industries are experiencing a downfall due to COVID-19 pandemic that has hit the whole world since early 2020. Destination and travel industries that rely on offline interaction not able to do their daily businesses. The development of social media to execute marketing activities, one of which using TikTok as one of the rising social media, The Ministry of Tourism and Creative Economy of Indonesia make @Indonesia.Travel’s account on TikTok as a promotion channel in digital platform. This research is aimed to analyze the mediation effect of social identification, perceived value, and satisfaction towards @indonesia.travel’s social media marketing activities, which further influenced continuance intention, participation intention, and purchase intention of the audience. Online questionnaires were spread and collected 231 respondent data which analyzed using PLS-SEM. The results of this research supported the positive and direct influence between @indonesia.travel’s social media marketing activities towards social identification, perceived value, and satisfactions. Lastly, social media marketing activities of @indonesia.travel generate positive influence to three types of audiences intention including continuance intention, participation intention, and purchase intention. "

"Penelitian ini membahas penerapan strategi Social Media Marketing (SMM) oleh Ruangguru yang tercermin melalui acara Clash of Champions (CoC), sebuah game show bertema pendidikan yang diadakan Ruangguru pada tahun 2024. Acara ini digunakan sebagai sarana komunikasi digital untuk memperluas jangkauan audiens dan memperkuat citra merek (brand image) Ruangguru sebagai platform edukasi berbasis digital terkemuka di Indonesia. Penelitian ini dilakukan dengan pendekatan kualitatif deskriptif, menggunakan analisis konten terhadap unggahan CoC di kanal YouTube Ruangguru. Hasil penelitian menunjukkan bahwa strategi SMM Ruangguru melalui CoC meliputi content creation, content sharing, engagement, serta community building yang diintegrasikan secara optimal melalui platform YouTube. Selain itu, CoC berperan sebagai firm-generated content (FGC) yang memperkuat elemen-elemen pembentuk brand image Ruangguru, seperti atribut, manfaat, nilai, budaya, kepribadian, dan pemakaian perusahaan. Penelitian ini mengungkap bagaimana CoC tidak hanya menjadi bagian dari aktivitas pemasaran digital, tetapi juga mendukung pembentukan citra Ruangguru sebagai platform edukasi digital yang inovatif dan terpercaya.

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This study examines the implementation of Social Media Marketing (SMM) strategies by Ruangguru, as reflected in the Clash of Champions (CoC) event, an educational-themed game show organized by Ruangguru in 2024. This event served as a digital communication tool to expand audience reach and strengthen Ruangguru’s brand image as a leading digital education platform in Indonesia. The research employs a qualitative descriptive approach, using content analysis of CoC uploads on Ruangguru's YouTube channel. The findings reveal that Ruangguru's SMM strategy through CoC encompasses content creation, content sharing, engagement, and community building, which are optimally integrated through the YouTube platform. Furthermore, CoC acts as firm-generated content (FGC) that reinforces the elements shaping Ruangguru's brand image, such as attributes, benefits, values, culture, personality, and usage. This study highlights how CoC is not only a part of Ruangguru’s digital marketing activities but also supports the development of its brand image as an innovative and trusted digital education platform.

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"Laporan akhir magang ini bertujuan untuk memberikan saran bagaimana proses implementasi social media marketing dilakukan serta dampaknya terhadap peningkatan jumlah investor ritel yang membuka akun investasi dan konsumen loyal untuk terus menggunakan platform PT. Trimegah Securities, Tbk. PT. Trimegah Securities, Tbk merupakan perusahaan yang bergerak di bidang investasi pasar modal yang sudah terdaftar di Otoritas Jasa Keuangan. Penelitian ini diadaptasi dari penelitian Patria Laksamana (2018) yang berjudul “Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry”. Terdapat 3 variabel yang diuji pada penelitian ini diantaranya adalah variabel Social Media Marketing, Purchase Intention, dan Brand Loyalty. Hipotesis yang dibangun pada penelitian ini diantaranya adalah Social Media Marketing berhubungan positif terhadap Purchase Intention, Social Media Marketing berhubungan positif terhadap Brand Loyalty, dan Purchase Intention berhubungan positif terhadap Brand Loyalty. Berdasarkan konstruk penelitian tersebut tentunya variabel ini merupakan aspek penting yang perlu diperhatikan dalam meningkatkan brand loyalty yang dapat dijadikan sebagai pertimbangan PT. Trimegah Securities, Tbk untuk mengambil keputusan dalam hal strategi pemasaran. Data valid terkumpul adalah 256 responden yang disebarkan melalui kuesioner online. Pengambilan data dilakukan pada pertengahan April 2022. Hasil pengujian menyebutkan bahwa terdapat pengaruh positif antara Social Media Marketing yang dapat mempengaruhi Purchase Intention dan Brand Loyalty dari investor di pasar modal Indonesia untuk mengambil keputusan untuk memilih platform sekuritas untuk berinvestasi.

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This final internship report aims to advise how the social media marketing implementation process carries and its impact on increasing the number of retail investors who open investment accounts and loyal consumers to continue using the PT. Trimegah Securities, Tbk. PT. Trimegah Securities, Tbk is a company engaged in capital market investment registered with the Financial Services Authority. This study adaption from Patria Laksamana's research (2018) entitled "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia's Banking Industry." This study tested three variables: Social Media Marketing, Purchase Intention, and Brand Loyalty. The hypotheses built in this study include Social Media Marketing is positively related to Purchase Intention, Social Media Marketing is positively related to Brand Loyalty, and Purchase Intention is positively related to Brand Loyalty. Based on the research construct, of course, this variable is an important aspect that needs to be considered in increasing brand loyalty, which can be used for PT. Trimegah Securities, Tbk to make decisions in terms of marketing strategy. The valid data collected were 256 respondents who were distributed through online questionnaires. Data collection was carried out in mid-April 2022. The test results state that there is a positive influence on Social Media Marketing which can affect the Purchase Intention and Brand Loyalty of investors in the Indonesian capital market to make decisions to choose a securities platform to invest."

"Saat ini berkat kemajuan informasi dan teknologi membuat social media marketing efforts telah dilakukan oleh berbagai perusahaan dalam rangka mengembangkan brand equity yang dimiliki serta untuk memunculkan suatu customer response oleh para konsumennya. Tujuan penelitian ini adalah untuk menjelaskan pengaruh social media marketing efforts terhadap brand equity dan customer response. Penelitian ini dilakukan di Jakarta dengan objek penelitian e-commerce Blibli.com. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data menggunakan metode survei dengan cara memakai purposive sampling terhadap populasi. Jumlah responden yang ada di dalam penelitian ini berjumlah 100 orang yang merupakan pengguna Blibli.com yang pernah melihat media sosial Blibli.com dan berbelanja setidaknya satukali. Penelitian ini menggunakan instrumen penelitian berupa kuesioner serta menggunakan analisis regresi linear, regresi berganda, dan analisis jalur. Hasil dari penelitian ini menunjukkan bahwa social media marketing efforts memiliki pengaruh yang signifikan terhadap brand equity dan customer response.

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Nowadays technology and information era has made social media marketing efforts being a tool for company to strengthen their brand equity also to bring up customer response on their consumer. The purpose of this research is to explain the effect of social media marketing efforts on brand equity and customer response. This research is conducted in Jakarta with the object of e-commerce company Blibli.com.

This research uses a quantitative approach to gather the data using a survey method that implements purposive sampling to the population. Total respondents in this research are 100 sample which is the user of Blibli.com and have purchase with them at least once also had seen social media of Blibli.com.

In this study, survey through questionnaire are the instrument of the study and using linear regression, multiple regression, and path analysis as the method of analyzing the outcome. The result of this study indicates that there is significant positive effect between social media marketing efforts on brand equity and customer response."

"Popularitas internet di Indonesia semakin meningkat dan terjadi pergeseran konsumsi konten, dari TV konvensional menjadi internet melalui video on demand. Di Indonesia, penyedia layanan video on demand juga semakin banyak. Hampir semua penyedia layanan menggunakan media sosial untuk mempromosikan layanannya, salah satunya adalah Netflix Indonesia. Pemasaran melalui media sosial lebih fleksibel dan dapat disesuaikan dengan khalayaknya. Media sosial yang masih aktif dan digunakan oleh Netflix Indonesia hingga saat ini adalah Instagram dan Twitter. Makalah ini akan menganalisis mengenai strategi pemasaran media sosial yang digunakan berdasarkan fitur-fiturnya. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pengambilan data menggunakan desk research melalui akun media sosial Netflix Indonesia. Dari analisis yang dilakukan, ditemukan fitur-fitur yang digunakan dalam strategi pemasaran media sosial Netflix Indonesia, yaitu tone positif, selebriti, humor, promosi konten, dan relevansi kultural. Secara umum, strategi yang digunakan adalah dalam bentuk humor dengan memasukkan budaya lokal."

"Aktivitas pemasaran di media sosial merupakan stimulus penting dalam pembentukan brand experience. Berbagai brand memanfaatkan media sosial untuk meningkatkan kehadiran mereka secara online dan menciptakan pengalaman tak terlupakan bagi konsumen, yaitu melalui aktivitas pemasaran yang dilakukan di media sosial. Banyak penelitian yang telah meneliti hubungan antara komunikasi pemasaran dengan nilai- nilai ekuitas konsumennya, namun hanya sedikit studi yang mencoba melihat pengaruh aktivitas pemasaran di media sosial dengan brand experience, dan belum dapat digeneralisasikan karena hanya berfokus pada konteks industri tertentu. Salah satu studi terdahulu hanya mengidentifikasi 2 komponen aktivitas pemasaran yaitu content- sharing dan interactivity, sedangkan media sosial juga mendukung peluang kolaborasi melalui personalisasi (personalization) serta penyampaian informasi terkini (trendiness). Untuk itu penelitian ini bertujuan untuk mengkonfirmasi kausalitas hubungan antara aktivitas pemasaran di media sosial (content-sharing, interactivity, personalization, dan trendiness) khususnya di ranah e-commerce yang tidak terbatas pada satu jenis komoditi dengan masing-masing dimensi yang membentuk brand experience yaitu sensory, affective, intellectual, serta behavioral. Penelitian ini menjadi penelitian pertama yang secara khusus berfokus pada media sosial Instagram, sebagai media sosial yang paling banyak digunakan merchants di Indonesia untuk berkomunikasi dengan pelanggannya. Data dikumpulkan melalui survei online Google Forms kepada 249 responden yang menggunakan Instagram dan mengikuti akun brand e-commerce. Validitas diuji menggunakan teknik Pearson, sedangkan uji reliabilitas menggunakan skala pengukuran Cronbach Alpha. Model penelitian divalidasi dengan metode analisis PLS-SEM untuk menguji 16 hipotesis yang diajukan. Hasil penelitian menunjukkan korelasi yang positif antara content-sharing, interactivity, personalization, dan trendiness terhadap pengalaman sensory, affective, intellectual, dan behavioral. Penelitian ini dapat membantu para manajer pemasaran untuk mengoptimalkan strategi pemasaran di media sosial menggunakan pendekatan berbasis aktivitas untuk menciptakan pengalaman yang positif bagi konsumen di media sosial.

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Marketing activities on social media is an important stimulus in forming brand experience. Various brands utilize social media to increase their online presence and create unforgettable experiences for consumers, through marketing communication activities carried out on social media. Many studies have examined the relationship between marketing communications and consumer-based equity, but only a few studies have tried to see the effect of social media marketing activities towards brand experience, and the research models are not yet generalized because most of them only focus on specific industrial contexts. One of the previous studies only identified 2 components of social media marketing activities, namely content-sharing and interactivity, while social media also supported the opportunity for collaboration through personalization and the delivery of the latest information (trendiness). For this reason, this study aims to confirm the causality of the relationship between 4 social media marketing activities (content-sharing, interactivity, personalization, and trendiness), especially in the realm of e-commerce — which is not limited to one type of commodity — towards each dimension that forms brand experience namely sensory, affective, intellectual, and behavioral. This research is the first study that specifically focuses on Instagram as the most widely used social media by merchants in Indonesia to communicate with their customers. Data is collected through a Google Forms online survei of 249 respondents who use Instagram and followed an e-commerce brand account. Validity is tested using the Pearson technique, while the reliability test uses the Cronbach Alpha measurement scale. The research model was validated by the PLS- SEM to test 16 proposed hypotheses. The results showed a positive correlation between content-sharing, interactivity, personalization, and trendiness towards sensory, affective, intellectual, and behavioral experiences. This study will help brand managers to optimize social media marketing strategy using activity-based approach to create positive experience on social media."

"Adanya peningkatan jumlah investor di Indonesia yang setiap tahunnya selalu bertambah secara signfikan. Peningkatan jumlah investor di Indonesia sangat signifikan saat terjadinya wabah pandemi tahun 2020, dimana terjadi peningkatan sekitar 92,99%, hampir dua kali lipatnya. Dengan adanya peningkatan investor, tentu perlu diimbangi dengan adanya wawasan yang meningkat tentang pentingnya literasi keuangan. Adanya literasi keuangan ini menjadi solusi dimana adanya platform digital edukasi keuangan. Salah satu platform digital edukasi keuangan adalah Ternak Uang dimana menyediakan aplikasi di smartphone dimana konsumen bisa menggunakan aplikasi tersebut untuk belajar tentang keuangan. Platform ini memanfaatkan teknologi yang semakin tahun semakin berkembang. Masyarakat Indonesia sudah menggunakan media sosial sebanyak 191,4 juta per Januari 2022. Indonesia juga merupakan negara terbanyak keempat dengan penggunaan media sosial Instagram, terutama pada generasi muda. Penelitian ini akan mengetahui dan menganalisa pengaruh dari aktifitas media sosial pemasaran terhadap kesediaan membayar harga premium pada platform digital edukasi keuangan dengan teori SOR pada studi kasus Ternak Uang. Desain penelitian ini adalah konklusif deskriptif dengan tipe cross sectional. Metode yang digunakan adalah purposive sampling dengan menganalisis 262 responden yang mengikuti akun Instagram Ternak Uang, berusia 18-35 tahun, mempunyai akun Ternak Uang, dan pernah menggunakan Ternak Uang selama 6 bulan terakhir. Data pada penelitian ini diolah dengan menggunakan Partial Least Squares-Structural Equation Modelling (PLS-SEM). Hasil pada penelitian menunjukkan entertainment berpengaruh pada brand image dan brand trust, namun tidak pada brand awareness. Interactivity tidak berpengaruh pada brand awareness, brand image, dan brand trust. Trendiness berpengaruh pada brand trust, namun tidak pada brand awareness dan brand image. Customization dan EWOM berpengaruh pada brand awareness, brand image, dan brand trust. Brand awareness dan brand image berpengaruh pada brand loyalty, namun tidak pada willingness to pay premium price. Brand trust berpengaruh pada brand loyalty dan willingness to pay premium price. Brand loyalty berpengaruh pada willingness to pay premium price.

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There is an increase in the number of investors in Indonesia, which increases significantly every year. The increase in the number of investors in Indonesia was very significant during the 2020 pandemic outbreak, where there was an increase of around 92.99%, almost double that. With an increase in investors, it certainly needs to be balanced with an increased insight into the importance of financial literacy. The existence of financial literacy is a solution where there is a digital financial education platform. One of the digital financial education platforms is Ternak Uang, which provides an application on a smartphone where consumers can use the application to learn about finance. This platform utilizes technology that is increasingly developing. Indonesian people already use social media as much as 191.4 million as of January 2022. Indonesia is also the fourth most country with the use of social media Instagram, especially among the younger generation. This research will identify and analyze the effect of social media marketing activities on the willingness to pay premium prices on financial education digital platforms with the SOR theory with Ternak Uang as case study. The research design is a conclusive descriptive with cross sectional type. The method used is purposive sampling by analyzing 262 respondents who follow the Ternak Uang Instagram account, aged 18-35 years, have an Ternak Uang account, and have used Ternak Uang for the last 6 months. The data in this study were processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of this study show that entertainment has an effect on brand image and brand trust, but not on brand awareness. Interactivity has no effect on brand awareness, brand image, and brand trust. Trendiness has an effect on brand trust, but not on brand awareness and brand image. Customization and EWOM have an effect on brand awareness, brand image, and brand trust. Brand awareness and brand image have an effect on brand loyalty, but not on willingness to pay a premium price. Brand trust has an effect on brand loyalty and willingness to pay a premium price. Brand loyalty affects the willingness to pay premium prices."

"Penelitian ini bertujuan untuk mengetahui pemanfaatan media sosial dalam kampanye pemasaran sosial oleh Asosiasi Ibu Menyusui Indonesia di era New Wave Marketing, dengan memperhatikan social media marketing dan model adopsi yang sesuai, sehingga diharapkan proses adopsi produk sosial semakin besar. Menggunakan metode kualitatif dan strategi studi kasus, penelitian ini menunjukkan elemen social media marketing yang diterapkan yaitu communitization, confirming, clarifying, commercialization, co-creation, coding, caring, character, dan collaboration. Jenis media sosial yang dimanfaatkan dan sesuai dengan model adopsi learn-feel-do yaitu website, facebook dan mailing list; model do-feel-learn yaitu facebook, website, mailing list, twitter dan youtube; dan model adopsi learn-do-feel yaitu facebook.

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This research conducted to understand social media utilisation in social marketing campaign by Asosiasi Ibu Menyusui Indonesia in New Wave Marketing Era, using social media marketing and adoption model of social product. The study was conducted with qualitative methods using a case study as strategy. Research shows that social media marketing which is used by organization are communitization, confirming, clarifying, commercialization, co-creation, coding, caring, character, and collaboration. Social media types which is used learn-feeldo model are website, facebook, and mailing list; learn-feel-do model is used by facebook, website, mailing list, twitter and youtube; and learn-feel-do model is used by facebook."

"Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Perceived Platform Privacy terhadap Intention to Continue Using Platform pada aplikasi investasi online di Indonesia, dengan studi kasus pada aplikasi Bibit. Data diperoleh dari 400 responden yang dipilih menggunakan metode Purposive Sampling. Kriteria responden adalah pengguna aplikasi investasi Bibit dalam enam bulan terakhir dan aktif menggunakan media sosial seperti Facebook, Instagram, YouTube, Twitter/X, dan TikTok. Analisis dilakukan menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif terhadap Brand Trust, Brand Image, dan Intention to Continue Using Platform, baik langsung maupun tidak langsung. Social Media Marketing juga berpengaruh positif terhadap Perceived Platform Privacy, dan Perceived Platform Privacy berpengaruh positif terhadap Intention to Continue Using Platform. Temuan ini diharapkan mendukung pengembangan strategi pemasaran aplikasi investasi online, terutama melalui peningkatan kepercayaan dan citra merek serta penguatan privasi platform.

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This study aims to analyze the influence of Social Media Marketing and Perceived Platform Privacy on Intention to Continue Using Platform in the context of online investment applications in Indonesia, with a case study on the Bibit application. Data were collected from 400 respondents selected using the Purposive Sampling method. The criteria for respondents included users of the Bibit investment application within the past six months and active users of social media platforms such as Facebook, Instagram, YouTube, Twitter/X, and TikTok. The analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results of the study indicate that Social Media Marketing positively affects Brand Trust, Brand Image, and Intention to Continue Using Platform, both directly and indirectly. Social Media Marketing also positively affects Perceived Platform Privacy, and Perceived Platform Privacy positively influences Intention to Continue Using Platform. These findings are expected to support the development of marketing strategies for online investment applications, particularly by enhancing Brand Trust, Brand Image, and Platform Privacy."