PENGARUH WORD of MOUTH, DIGITAL MARKETING, BRAND AWARENESS TERHADAP COSTUMER LOYALTY PADA ARTIS BARU SEVEN MUSIC INDONESIA
Abstract
The development of Indonesian music every year shows considerable growth. Indonesian music has become a host for music listeners in the country. One of the reasons for this development is that technology is developing rapidly and helping musicians produce and disseminate their work. The purpose of this research is to find out the influence of Word of Mouth, Digital Marketing, Brand Awareness on Customer Loyalty for new artists, Seven Music Indonesia. Respondents in this study were listeners to Swaragama Jogjakarta radio who listened to the Zona Persada program every Monday - Friday at 19.00 - 21.00 in October - November 2020 who conducted interactive (request) songs. The number of respondents in this study was set at 186 respondents. This research gives the results: 1) Word of Mouth has a significant direct effect on Customer Loyalty, 2) Digital Marketing has a positive influence on Customer Loyalty, 3) Brand Awareness has a positive influence on Customer Loyalty, 4) Word of Mouth, Digital Marketing, Brand Awarness has a significant influence on Customer Loyalty for Seven Music Indonesia's New Artists.
Keywords
Full Text:
PDFReferences
AJ Parsons, M Zeisser, R Waitman, (2010), Organizing for digital marketing, McKinsey Quarterly.
Aaker, David, (2010). Manajemen Ekuitas Merk. Jakarta, Spektrum
Assauri,S, (2012), Strategic Marketing. Cetakan satu. Edisi satu. Raja Grafindo, Persada Depok
AMunshi, MSS MUNSHI,(2012) “Digital matketing: A new buzz word”, International Journal of Business Economics & Management Research, Vol.2 Issue 7, July
Arndt J. (2007), Word-of-mouth advertising: a review of the literature / J. Arndt. – New York : The Advertising Research Foundation Inc.
Andy Sernovitz, (2010), Word of Mouth : How Smart Companies Get People Talking.
Atmaja, Setia, Lukas, (2009), Statistik Untuk Bisnis Dan Ekonomi, ANDI, Yogyakarta
A Sundararajan, Leonard N., (2010), “Pricing Digital Marketing: Information, Risk Sharing and Performance”, Stern School of Business Working NYU.
Boyd, D. M. & Ellison, N. B. (2007), “Social Network Sites: Definition, History and Scholarship”, Journal of Computer Mediated Communication.
Brown J.J. (2007), Social ties and word-of-mouth referral behavior / J.J. Brown, P.H. Reingen // Journal of consumer research. –№ 3, Vol. 14. – Р.350-362
_________, (2009), Spreading The Words : Investigating Antecedents of Costomer’s Positive Word of Mouth Intention and Behavior in Retailing Context, Academy of Marketing Science Journal Vol 33 no 2
Bone P.F. (2008), Determinants of WOM communication during product consumption / P.F. Bone // Advances in Consumer Research. № 19. – Р.579-583.
Cetină. J, Cristiana. M, Rădulescu. V (2012), “Psychological and Social Factors that Influence Online Consumer Behavior”, Procedia - Social and Behavioral Sciences, Vol 62, Page 184-188.
Chaffey. D, (2013), “Definitions of Emarketing vs Internet vs Digital marketing”, Smart Insight Blog, February 16
DC Edelman , (2010), “Four ways to get more value from digital marketing”, McKinsey Quarterly
Dickinger, Astrid, (2004), “An investigation and conceptual model of SMSmarketing”, System Sciences, Proceedings of the 37th Annual Hawaii International Conference, 5-8 Jan.
Durianto, Darmadi, Sugiarto, L. J. Budiman, (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta: PT. Gramedia Pustaka Utama
Durianto, Darmadi; Sugiarto dan Toni Sitinjak.(2001). Strategi Menaklukan Pasar: Melalui Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
Eman, (2004). Analisa Pengaruh Word of Mouth dan Perceived Value Product terhadap Keputusan Pembelian
Effendy, Onang Uchjana, (2007. Ilmu Komunikasi Teori dan Praktek. Cetakan 19 bandung, PT Remaja Rosdakarya
Fandy, Tjiptono (2005), Pemasaraan Jasa, Malang, Banyumedia Publishing
Griffin, Jill, (2005). Costumer Loyalty. Edisi Revisi, Jakarta Erlangga
G. Reza Kiani, (2008) "Marketing opportunities in the digital world", Internet Research, Vol. 8 Iss: 2, pp.185 – 194.
Ghozali, Imam, (2007). Aplikasi Analisis Multivariate Dengan Program SPSS, Edisi Keempat, Penerbit Universitas Diponegoro.
Guoying Zhang, Alan J. Dubinsky, Yong Tan,(2013) “Impact of Blogs on Sales Revenue”, International Journal of Virtual Communities and Social Networking, Vol .3, Pg 60-74, Aug.
Handayani, Desi, Andrizal dkk,(2010). Brand Operation. Esensi: Jakarta.
Hoffman, K.Douglas., & Bateson, John.E.G ,(2010). Service Marketing : Concept, Strategies and Case. South –Western Collage.
Hanna, Rohm,(2011) Crittenden, “We’re all connected: The power of the social media ecosystem”, Business Horizons, Volume 54, Issue 3, Pages 265–273, May–June.
Higie R.A.(2007), Types and amount of WOM communications about retailers /R.A. Higie, L.F. Feick, L.L. Price // Journal of Consumer Research. 2007. – № 4, Vol. 17. – Р. 454-462
Ira Kaufman, Chris Horton, (2015), “Digital Marketing: Integrating strategy and Tactics With Value
J Chandler Pepelnjak, (2008),“Measuring ROI beyond the last ad”, Atlas Institute, Digital Marketing Insight, 2008.
Jasfar, Farida Prof.Dr.,ME, (2005). Manajemen Jasa, Ghalia, Indonesia, Bogor
Kotler, Philip. (2008). Manajemen Pemasaran. Edisi Mileinium. Jakarta : PT. Indeks Kelompok Gramedia
_________, (2010). Manajemen Pemasaran di Indonesia, Analisis, Perencanaan, Implementasi dan Pengendalian, Edisi Pertama, Jilid I, Penerbit Salemba Empat, Jakarta.
_________, (2012). Marketing Management, 14th Edition. United State of America : Pearson
Lupiyoadi, Hamdani. (2006). Manajemen Pemasaran Jasa, Edisi Kedua. Jakarta: Penerbit Salemba Empat.
Michael Trusov, Randolph E. Bucklin, Koen Pauwels (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing: Vol. 73, No.5,pp.90-102.
Mark Hughes, (2007). Buzzmarketing. PT Elex Media Komputindo
Mohsin. U, (2010), “The Rise of Digital Marketing in Pakistan”, Express Tribune, June 21.
Mort, Gillian Sullivan; Drennan, Judy (2008), “Mobile digital technology: Emerging issue for marketing”, The Journal of Database Marketing”, Volume 10, Number 1, 1 September, pp. 9-23.
Nina Koiso-Kanttila, (2004),“Digital Content Marketing: A Literature Synthesis”, Journal of Marketing Management, Volume 20, Issue 1-2, pg-45-65.
Poornima M Charantimath, (2011). Total Quality Management, Dorling KIndersley (India)
Paul M Rand, (2014). Highly Recommended: Hernasing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business
Peter, J.Paul dan Jerry, C. Olson. (2010). Consumer Behavior, Perilaku Konsumen dan Strategi Pemasaran.alih bahasa, Sihombing, Damos. Jakarta: Erlangga
Pai. P, Arnott. DC, (2013), “User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach”, Computers in Human Behavior, Volume 29, Issue 3, Pages 1039–1053, May.
Peter & Olson, (2010), Pengertian Kesadaran Merk.
Rick Ferguson, (2008),"Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing", Journal of Consumer Marketing, Vol. 25 Iss: 3, pp.179 – 182.
Richins M.(2008), Negative word of mouth by dissatisfied customers: a pilot study / M. Richins // J Market. № 1, Vol. 47.
Rosen Emmanuel, (2004). Kiat Pemasaran dari Mulut ke Mulut. Jakarta. PT Elex Media Komputindo
Singh J. Voice, (2010), exit and negative word of mouth behaviors: an investigation across three service categories / J. Singh // Journal of the Academy of Marketing Science. № 1, Vol. 18. – Р.1-15.
Silverman George, (2007). The Secret of Word of Mouth Marketing: How Trigger Exponential Sales Through Runaway Word of Mouth. USA, American Library Association
Sekaran, Uma. (2006). Metodeologi Penelitian Untuk Bisnis. Jakarta: Salemba Empat.
Simamora, Bilson. (2010). Aura Merek. Jakarta: PT Gramedia Pustaka Utama.
__________, (2004). Panduan Riset Perilaku Konsumen. Jakarta: PT Gramedia Pustaka Utama.
Smyt.G, (2007),The History of Digital Marketing, Inetasia.
Sugiyono. (2004). Metode Penelitian Bisnis. Bandung: Alpabeta
_________(2010), Metode Penelitian Kualitatifdan Kuantitaif. Bandung: Alfabeeta.
Suliyanto. (2006). Metode Riset Bisnis Yogyakarta: Andi Ofset.
Temporal, Paul; K.C.Lee. 2002. Menciptakan Kekuatan Merek Dalam Era Teknologi. Jakarta: Salemba Empat
Thompson S.H. Teo, (2005)“Usage and effectiveness of online marketing tools among Business-to-Consumer (B2C) firms inSingapore”, International Journal of Information Management, Volume 25, Issue 3, June Pages 203–213.
Tjiptono, Fandy. (2008). Strategi Pemasaran, Edisi Ketiga. Andi, Yogyakarta
Wibisono, Dermawan. (2008). Riset Bisnis, Panduan bagi Praktisi dan Akademisi. Jakarta: PT. Gramedia Pustaka Utama. 2008
Yannopoulos. P, (2010), “Impact of the Internet on Marketing Strategy Formulation”, International Journal of Business and Social Science, Vol. 2 No. 18; October.
YB Song, (2007)“Proof That Online Advertising Works”, Atlas Institute, Seattle, WA, Digital Marketing Insight,.
YS Wang, TI Tang, JE Tang, (2007),“An instrument for measuring customer satisfaction toward web sites that market digital products and services”, Journal of Electronic Commerce Research, VOL. 2, NO. 3.
DOI: https://doi.org/10.32509/jmb.v3i1.2683
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Recommended Tools :
Redaksi Jurnal Manajemen dan Bisnis
Fakultas Ekonomi dan Bisnis, Universitas Prof. Dr. Moestopo (Beragama)
JL. HANG LEKIR I No.8 JAKARTA 10270
Email: jmb@jrl.moestopo.ac.id