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"Penelitian ini bertujuan untuk menganalisis pengaruh social media interaction terhadap emotional attachment brand relationship quality dan word of mouth Sampel penelitian ini adalah 215 orang pengunjung festival musik yang diteliti dalam penelitian antara lain We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 Music Gallery 2015 dan Java Jazz Festival 2015 dan dikumpulkan menggunakan metode non probability sampling dengan teknik convenience dan snowball sampling Data diolah dengan menggunakan metode Structural Equation Modelling Hasil penelitian menunjukkan bahwa social media interaction memberikan pengaruh positif terhadap emotional attachment Namun social media interaction tidak memberikan pengaruh langsung terhadap brand relationship quality melainkan melalui emotional attachment Kemudian emotional attachment juga tidak memberikan pengaruh langsung terhadap word of mouth melainkan melalui brand relationship quality

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This study aims to analyze the effect of social media interaction to emotional attachment brand relationship quality and word of mouth The sample are visitors of the music festivals examined in the study such as We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 the Music Gallery in 2015 and the Java Jazz Festival 2015 and gathered through non probability sampling method using convenience and snowball sampling technique The data was processed using Structural Equation Modeling The results show that social media interaction has a positive effect on emotional attachment However social media interaction doesn't have a direct effect on brand relationship quality instead it influences brand relationship quality through emotional attachment The results also show the emotional attachment does not provide a direct effect on word of mouth and it does through brand relationship quality instead."

"Social media mengalami perkembangan yang signifikan dari tahun ke tahun. Di Indonesia, sebanyak 72% pengguna internet menggunakan internet dengan alasan untuk mengakses sarana komunikasi dan penggunaan social media merupakan kegiatan utamanya. Hal ini mengindikasikan bahwa social media merupakan media komunikasi dan promosi yang tepat bagi brand. Industri musik merupakan salah satu bisnis yang memanfaatkan social media sebagai media komunikasi sekaligus promosi khususnya konser musik. Penelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari social media terhadap emosi dan brand relationship quality, serta hubungan kedua variabel tersebut terhadap word of mouth (WOM) pada penonton konser. Penelitian ini menggunakan desain penelitian deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 160 orang penonton konser dengan terakhir menonton konser adalah 1 tahun terakhir. Model penelitian dengan lima hipotesis ini diuji menggunakan Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa interaksi social media dapat menimbulkan emotional attachment. Emotional attachment yang dirasakan penonton konser akan berpengaruh postif dan signifikan terhadap brand relationship quality dan menciptakan word of mouth pada penonton konser.

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Social medias have been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social medias. This indicates that social medias are effective brand communication and promotion tools. Music is one of the business industry which utilizes social medias as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impacts and relationship of social medias towards emotional attachment and brand relationship quality, then both of them towards word of mouth (WOM) on concert?s attendances. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts in the last year. The five-hypotheses research model in this study is tested using the Structural Equation Modeling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendants may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendants."

"Penelitian ini dilakukan untuk menggambarkan pengaruh dari Packaging, Brand Popularity, Visual Merchandising, Dan Emotional Attachment terhadap pembelian impulsif yang terjadi di warung sebagai salah satu saluran distribusi terbesar di Indonesia khususnya untuk produk fast moving consumer goods (FMCG) sebagai salah satu industri yang terus berkembang. Dalam penelitian ini akan menunjukan pengaruh ke empat faktor pilihan tersebut terhadap pembelian impulsif produk Teh Pucuk Harum yang terjadi di traditional retailers atau warung yang di lihat di area Jakarta Selatan.

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This study was conducted to illustrate the effect of Packaging, Brand Popularity, Visual Merchandising, And Emotional Attachment to impulse buying behavior that occurred in the traditional retailers (warung) as one of the largest distribution channel in Indonesia, especially for products of fast moving consumer goods (FMCG) as one of the industry continues to grow , In this study will show the influence of the four factors that selection against impulsive buying behavior on Teh Pucuk Harum that occur in traditional retailers (warung) from the view of sample in the area of South Jakarta."

"Pertumbuhan penggunaan internet yang begitu cepat telah mendorong lahirnya berbagai gaya hidup baru dalam kehidupan masyarakat dunia. Salah satunya adalah penggunaan media sosial. Media sosial adalah suatu media elektronik dimana para partisipannya dapat membuat, mempublikasi, mengontrol, mengkritik, menilai, dan berinteraksi dalam konten online yang memungkinkan terbentuknya berbagai interaksi seperti mengikuti (following), mengirim atau membagikan post (sharing), menyukai (liking), dan lain sebagainya. Penelitian ini dilakukan untuk menganalisis pengaruh interaksi di media sosial terhadap keterikatan emosi (emotional attachment), kualitas hubungan dengan brand (brand relationship quality), serta word of mouth (WOM) dengan studi kasus pada Musisi Indie dalam negeri Indonesia, yaitu musisi berjalur independen atau non-labeled yang secara mandiri menggunakan sumber daya pribadi mulai dari produksi hingga distribusi dan pemasaran musiknya, serta memanfaatkan media sosial sebagai branding tools mereka. Desain penelitian ini merupakan penelitian konklusif-deskriptif. Responden dari penelitian ini adalah orang-orang yang menyukai karya-karya musik Musisi Indie dalam negeri, mengunjungi official account Musisi Indie favorit mereka minimal satu kali dalam waktu sebulan terakhir. Dengan menggunakan metode judgemental sampling dan snowball sampling, sebanyak 205 responden berhasil didapatkan melalui penyebaran kuesioner secara online, dengan metode pengolahan data dilakukan menggunakan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa interaksi di media sosial di official account Musisi Indie dalam negeri mempengaruhi emotional attachment, emotional attachment mempengaruhi brand relationship quality, emotional attachment mempengaruhi word of mouth, serta brand relationship quality mempengaruhi word of mouth. Sedangkan, interaksi di media sosial tersebut tidak mempengaruhi brand relationship quality.

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The reapid growth of internet creates many new trends and lifestyle changes in worldwide society. One of them is social media usage. Social media is an electronic where participants can produce, publish, control, critique, rank, and interact with online content which allow the creation of any interaction such as following, sharing, liking, and so on.

This study was conducted to analyze the effect of social media interaction on emotional attachment, brand relationship quality, and word of mouth with case study of Local Indie musicians in Indonesia, who are independent or nonlabeled musician, using their own resources of fund and tools since the process of music production until distribution and marketing of their music, and also using social media as their branding tools.

Design of this research is a conclusivedescriptive research. The respondents are the fans of Local Indie musicians and visit the official account of their favorite Local Indie musicians at least once in the last one month. The researcher used judgemental and snowball as sampling method and got 205 respondents from online questionnaire, by using Structural Equation Modeling (SEM) for processing the data.

The result shows that social media interaction on official accounts of Local Indie musicians has effect on emotional attachment, emotional attachment has effect on brand relationship quality, emotional attachment has effect on word of mouth, and brand relationship quality has effect on word of mouth. But, social media interaction has no effect on brand relationship quality."

"Banyaknya acara pameran serta festival musik berskala internasional merupakan salah satu indikator pertumbuhan sektor jasa-jasa yang berkaitan erat dengan pariwisata. Di sisi lain, tekhnologi dan internet telah mengubah cara dunia berinteraksi dan berkomunikasi. Word of mouth, dimana salah satu penyebarannya adalah melalui media sosial, dirasa cukup penting bagi promosi festival musik. Penelitian ini bertujuan untuk menganalisis pengaruh interaksi media sosial terhadap emotions, brand relationship quality dan word of mouth. Salah satu festival musik terbesar di Indonesia yang rutin diselenggarakan setiap tahunnya yakni Java Jazz Festival yang akan menjadi studi kasus dalam penelitan ini. Sampel penelitian ini adalah 187 orang pengunjung festival musik Java Jazz 2017. Data dioleh dengan menggunakan metode Structural Equation Model. Hasil penelitian menunjukkan bahwa interaksi media sosial memberikan pengaruh positif terhadap emotional attachment. Namun interkasi media sosial tidak memberikan pengaruh langsung terhadap brand relationship quality, melainkan melalui emotional attachment. Kemudian emotional attachment memberikan pengaruh langsung ke brand relationship quality.

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The large number of international exhibitions and music festivals is one indicator of the growth of the services sector which is closely related to tourism. On the other hand, technology and the internet have changed the way the world is interactive and communicating. Furthermore, Word of mouth, which one of its spread is through social media, it is considered quite important for the promotion of music festivals.

This study aims to analyze the influence of social media on emotions, the quality of brand relationships and word of mouth. One of the biggest music festivals in Indonesia is regularly held every year Java Jazz Festival which will be the case study of this research. The sample of this research is 187 people of Java Jazz music festival 2017. The data is obtained by using Structural Equation Model method.

The results showed that the interaction of social media has a positive effect on emotional attachment. However, social media interaction does not directly influence the quality of brand relationships, auctions through emotional attachment. Then the emotional attachment gives a direct influence on the quality of the brand relationship."

"ABSTRAKSkripsi ini membahas mengenai bagaimana interaksi pada media sosial dapat mempengaruhi emotions, brand relationship buality, brand anthropomorphism dan word of mouth terhadap Festival Musik Java Jazz. Penelitian ini menggunakan metode conclusive descriptive cross-sectional dan kuesioner disebar kepada 376 pengunjung yang pernah mendatangi Java Jazz Festival pada tahun 2017 atau 2018 atau 2019. Dengan analisis menggunakan SPSS, penelitian ini menemukan bahwa interaksi pada media sosial dapat mempengaruhi perilaku pengunjung yang diinginkan dalam hal ini adalah melakukan kegiatan word of mouth yang positif. Interaksi pada media sosial secara langsung mempengaruhi emotional attachment, brand anthropomorphism, dan brand relationship quality. Emotional attachment, brand anthropomorphism secara positif dapat mempengaruhi brand relationship quality. Selanjutnya brand relationship quality ditemukan signifikan dalam mempengaruhi perilaku konsumen untuk melakukan word of mouth. Memahami implementasi dari interaksi media sosial akan membantu manajer untuk memprediksi perilaku konsumen terutama pada sektor pariwisata, khususnya festival musik. Oleh karena itu pada penelitian ini juga terdapat implikasi manajerial yang dapat dilakukan oleh manajer serta saran bagi penelitian selanjutnya.

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ABSTRACT

This study discusses how interaction on social media can affect emotions, brand relationship quality, brand anthropomorphism and word of mouth towards the Java Jazz Music Festival. This study used a conclusive descriptive cross-sectional method and the questionnaire was distributed to 376 visitors who had visited Java Jazz Festival in 2017 or 2018 or 2019. By analyzing using SPSS, this study found that interaction on social media can influence desired visitor behavior in terms of this is a positive word of mouth activity. Interaction on social media directly affects emotional attachment, brand anthropomorphism, and brand relationship quality. Emotional attachment, brand anthropomorphism can positively influence brand relationship quality. Furthermore, brand relationship quality was found to be significant in influencing consumer behavior to do word of mouth. Understanding the implementation of social media interactions will help managers to predict consumer behavior in the tourism sector, especially music festivals. Therefore in this study there are also managerial implications that can be made by managers and suggestions for further research.

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