Pemasaran Sosial Media Dan Gestalt Merek Pada Perusahaan Indoor Theme Park
Abstract
Meskipun penelitian tentang media sosial dalam pemasaran dan branding semakin meningkat, hubungan antara media sosial dan brand gestalt masih dalam tahap yang membutuhkan eksplorasi lebih lanjut. Penelitian ini bertujuan untuk menganalisa pengaruh pemasaran media sosial (PMS) terhadap empat dimensi brand gestalt yaitu storyscape, sensescape, servicescape dan stakeholder pada perusahaan indoor theme park di Sulawesi Utara. Penelitian ini menggunakan desain deskriptif kuantitatif dimana data yang digunakan merupakan data primer yang dikumpulkan melalui survei terhadap 122 sample yang merupakan pengunjung indoor theme park Trans Studio Mini Kawanua. Analisa data dilakukan menggunakan Stuctural Equation Model (SEM) dengan bantuan program statistik SmartPLS. Hasil analisis menunjukan bahwa PMS memiliki pengaruh yang positif dan signifikan terhadap ke empat dimensi brand gestalt yaitu storyscape, sensescape, servicescape dan stakeholder. Hasil ini memberikan informasi yang bernilai kepada praktisi dan pemasar indoor theme park tentang peranan sosial media dalam membangun persepsi brand yang kuat dalam benak pelanggan.
Kata kunci : Pemasaran media sosial, gestalt merek, indoor theme park
Abstract
Although research on social media in marketing and branding is increasing, research on the relationship between social media and brand gestalt is still in its infancy and requires further exploration. This study aims to analyze the effect of social media marketing (SMM) on the four dimensions of brand gestalt: storyscape, sensescape, servicescape and stakeholders in the context of the indoor theme park company in North Sulawesi. This study uses a quantitative descriptive research design. The primary data was collected through a survey of 122 visitors to the indoor theme park Trans Studio Mini Kawanua. Data analysis was carried out using the Structural Equation Model (SEM) with the help of the SmartPLS statistical program. Based on data analysis, the results show that SMM has a positive and significant influence on brand gestalt's four dimensions: storyscape, sensescape, servicescape and stakeholder. These results provide valuable insights to indoor theme park marketers about the role of social media in building strong and holistic brand perceptions in the minds of customers.
Keywords : Social media marketing, brand gestalt, indoor theme park
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DOI: https://doi.org/10.37531/sejaman.v4i3.3203
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