Pengaruh Media Sosial Instagram @Zapcoid Terhadap Brand Equity Zap Clinic

Syafira Putri Kinanti, Berlian Primadani Satria Putri, S.I.Kom.,M.Si

Abstract


Technological development has provided to our generation an easier life in terms of connecting to each other with the blurring boundaries of time and place. According to a survey conducted by wearesocial.com in 2016, 79.0 million out of 88.1 million Internet users in Indonesia are active social media users. Therefore, there has been an increasing number of companies making use of social media to market their products, including ZAP Clinic. Along with the use of social media by ZAP Clinic, the brand equity of the company has become stronger as signified by the company being selected as TOP Brand Award 2016 for the first time. This research aims at understanding to what extent Instagram, as a social media, influences the brand equity of ZAP Clinic, through the company’s Instagram account @zapcoid. This research used quantitative method with explanatory research as its type of research. The data was collected through online questionnaires that were spread via direct messages to Instagram followers of @zapcoid that had done any treament at ZAP Clinic. Sample used in this research amount a hundred. The sampling technique was purposive, while the analysis technique was simple linear regression with the use of Statistical Package for Social Sciences (SPSS). This research demosntrates that social media (X) significantly influences the equity of a brand for 0.621 or 62.1%, while the remnant 37.9% is the contribution of other variables that were not assessed. 

 

Perkembangan teknologi internet di kehidupan manusia mempermudah komunikasi tanpa batas jarak dan waktu. Menurut survei yang dilakukan oleh wearesocial.com pada tahun 2016 dari 88.1 juta pengguna internet di Indonesia 79.0 juta merupakan pengguna aktif media sosial. Oleh karena itu banyak perusahaan yang memanfaatkan media sosial sebagai alat komunikasi pemasarannya, salah satunya adalah ZAP Clinic. Seiring dengan peningkatan kualitas media sosial yang dilakukan, brand equity ZAP Clinic pun semakin kuat yang ditandai oleh terpilihnya ZAP Clinic dalam TOP Brand Award 2016 untuk pertama kalinya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh media sosial instagram @zapcoid terhadap brand equity ZAP Clinic. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian explanatory research. Pengumpulan data dalam bentuk kuesioner yang disebar secara online melalui direct message kepada followers akun instagram @zapcoid dan pernah melakukan treatment di ZAP Clinic. Sampel yang digunakan pada penelitian ini berjumlah 100 responden. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisis data menggunakan analisis regresi linear sederhana dan dengan menggunakan aplikasi Statistical Package for Social Sciences (SPSS). Berdasarkan hasil analisis data dapat diketahui bahwa  media sosial (X) berpengaruh signifikan terhadap brand equity sebesar 0,621 atau 62,1%, sedangkan sisanya sebesar 37,9% lainnya merupakan kontribusi variabel lain yang tidak diteliti.

 


Keywords


brand equity; instagram; social media; brand equity; instagram; media sosial

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