PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP BRAND EQUITY ITDRI DI TELKOM GROUP
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Abstract
Dalam menghadapi tantangan globalisasi ekonomi dan inovasi digital di Indonesia, Telkom Indonesia menunjuk Telkom Corporate University Center (TCUC) dalam mendirikan satuan tugas bernama Indonesia Telecommunication and Digital Research Institute (ITDRI) yang berfungsi sebagai research, innovation, and talent development hub bagi seluruh key partners salah satunya yaitu internal Telkom Group. Tim branding ITDRI bagian Brand and Communication (BnC) perlu membuat strategi Public Relations menggunakan salah satu tools Public Relations yaitu media sosial dengan model Brand Awareness (SMMA) dalam membangun dan meningkatkan Brand Equity ITDRI khususnya Brand Awareness dan Brand Image. Penelitian ini bertujuan untuk mengetahui dan mengukur seberapa besar pengaruh Brand Awareness (SMMA) media sosial ITDRI terhadap Brand Equity (Brand Awareness dan Brand Image) ITDRI di Telkom Group regional II dan III. Latar belakang peneliti memilih ITDRI Regional II dan III, dikarenakan aktivitas Marketing yang dilakukan dirasa belum maksimal. Penelitian ini menggunakan metode kuantitatif dengan jenis metode survei yang telah disebarkan menggunakan Google Form yang terdiri dari 185 sampel dan diolah menggunakan SPSS Ver. 27. Hasil penelitian membuktikan bahwa Brand Awareness (SMMA) ITDRI memberikan karyawan Telkom Group regional II dan III kesadaran akan keberadaan ITDRI, mengingat karakteristik dan logo, dan mengenali ciri-ciri ITDRI. Karyawan Telkom Group regional II dan III mampu mengingat kembali dan memiliki pengalaman yang positif terkait ITDRI. Dapat disimpulkan bahwa dalam teoritis dan praktis, Brand Awareness (SMMA) memiliki pengaruh terhadap Brand Equity (Brand Awareness dan Brand Image) ITDRI di Telkom Group regional II dan III.
In facing the challenges of economic globalization and digital innovation in Indonesia, Telkom Indonesia appointed the Telkom Corporate University Center (TCUC) to build a task force called the Indonesia Telecommunication and Digital Research Institute (ITDRI), which functions as a center for research, innovation and talent development for all major partners. one of which is internal to the Telkom Group. The ITDRI branding team in the Brand and Communication (BnC) section needs to create a Public Relations strategy using one of the Public Relations tools, namely social media with the Social Media Marketing Activity (SMMA) model in building and increasing ITDRI's Brand Equity, especially Brand Awareness and Brand Image. This study aims to determine and measure how much influence ITDRI's Social Media Marketing Activity (SMMA) has on ITDRI's Brand Equity (Brand Awareness and Brand Image) in Telkom Group regional II and III. The researcher's background in choosing ITDRI Regional II and III was because the marketing activities carried out were deemed not optimal. This study uses a quantitative survey method distributed using a Google Form consisting of 185 samples and processed using SPSS Ver. 27. The study results prove that ITDRI's Social Media Marketing Activity (SMMA) provides awareness to Telkom Group regional II and III employees of the existence of ITDRI, remembers the characteristics and logo, and recognizes ITDRI characteristics. Telkom Group regional II and III employees can recall and have positive experiences related to ITDRI. It can be concluded that theoretically and practically, Social Media Marketing Activity (SMMA) influences Brand Equity (Brand Awareness and Brand Image) ITDRI in Telkom Group regional II and III.
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