Building Timeless.co Brand Awareness Through Influencer and Internet Marketing

  • Budyanto Universitas Agung Podomoro
  • Christy Dwita Mariana Universitas Agung Podomoro
  • Dionisius Yusuf Institut Shanti Bhuana
Keywords: Brand Awareness, Influencer Marketing, Internet Marketing, Watch Winder

Abstract

Perkembangan yang pesar pada teknologi menyebabkan peningkatan perkembangan pada industry smartphone serta sangat diminati oleh masyarakat Indonesia.  Sejumlah 175 juta pengguna smartphone di Indonesia telah terhubung pada internet dan sebagaian besar dari mereka menghabiskan waktu lebih dari 3 jam setiap harinya untuk mengakses media sosial.  Perkembangan smartphone telah menyebabkan terbukanya peluang bagi perusahaan untuk menciptakan kesadaran merek, salah satunya adalah perusahaan produsen jam tangan otomatis. Tujuan dari riset ini adalah untuk mengetahui apakah Timeless.com dapat menciptakan kesadaran merek melalui pemasaran via influencer dan pemasaran via internet.  Selain itu, riset ini pun bertujuan untuk mengetahui strategi pemasaran yang paling efektif untuk meningkatkan kesadaran merek Timeless.co.  Riset ini menggunakan metode kuantitatif melalui pendekatan eksplanatif.  Data riset dikumpulkan dengan metode convenience sampling dan dianalisis melalui SPSS v25.  Hasil riset ini mengindikasikan bahwa pemasaran via influencer dan internet mempengaruhi kesadaran merek Timeless.co.  Strategi yang efektif bagi Timeless.co adalah pemasaran via internet

References

Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of Brand Name. New York: The Free Press.
Abdelmoety, Z., & Gounaris, S. (2013). Exporting B2B Solutions; The Impact and Contribution of Using Social Media. ATINER Conference Paper Series. Athens: ATINER Institute for Edicatoin and Research.
Abdollahyan, P. H. (2019). SPSS Kolmogorov-Smirnov Test for Normality - The Ultimate Guide. Retrieved from spss-tutorials: https://www.spss-tutorials.com/spss-kolmogorov-smirnov-test-for-normality
Abidin, C. (2015). Communicative Intimacies: Influencers and Perceived Interconnectedness. Ada: A Journal of Gender, New Media, and Technology.
Andriyanto, R. D., & Haryanto, J. O. (2010). Analisis Pengaruh Internet Marketing terhadap Pembentukan Word of Mouth dan Brand Awareness untuk Memunculkan Intention to Buy. Jurnal Manajemen Teknologi, 20-35.
Astuti, C. C. (2017). Analisis Korealasi untuk Mengetahui Keeratan Hubungan antara Keaktifan Mahasiswa dengan Hasil Belajar Akhir. Journal of Information and Computer Technology Education, 1-7.
Bansal, R., & Chaudhary, D. K. (2016). Customer Engagement - A literature review. An international indexed online journal online research journal, 15-20.
Barman, S. (2019). Paid Owned Earned Media Framework: A Comparative Analysis. Academia, 1-12.
Biaudet, S. (2017). Influencer Marketing as a Marketing Tool. Arcada.
Bjurling, L., & Ekstam, V. (2018). Influencer Marketing's effect on brand perceptions - a consumer involvement persepective. Lund: Lund University.
Bond, C. (2010). Engagement with Social Media and Outcomes for Brands: A Conceptual Framework. ANZMAC, 1-9.
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 184-191.
Bostanshirin, S. (2014). Online Marketing: Challenges and Oppotunities. International Conference on Social Sciences and Humanities (pp. 783-792). Istanbul: Shahid Beheshti Universtiy.
BPS. (2018). Statistik Pendapatan Agustus 2018. Indonesia: Badan Pusat Statistik Indonesia.
Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers. Burlington: Elsevier Ltd.
Camilleri, M. (2017). In Traveling Marketing, Tourism Economics and The Airline Product. In M. Camilleri, In Traveling Marketing, Tourism Economics and The Airline Product (pp. 69-83). Cham: Springer.
Castillo, D. J., & Fernandez, R. S. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 366-376.
Chaffey, D., Ellis-Chadwick, F., Johnston, K., & Mayer, R. (2006). Internet Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education Limited.
Childers, C. C., Lemon, L. L., & G.Hoy, M. (2018). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaings. Journal of Current Issues & Reasearch Advertising.
Chung, W., & Paynter, J. (2002). An Evaluation of Internet Banking in New Zealand. Hawaii International Conference on System Sciences. Auckland: Hawaii International Conference on System Sciences.
Crane, F. G. (2013). Marketing for Entrepreneurs Concepts and Applications for New Ventures. London: Sage Publications.
dewaweb. (2019, Juni 25). Panduan Instagram Insight Post dan Story bagi Para Pemula. Retrieved from dewaweb.com: https://www.dewaweb.com/blog/panduan-instagram-insight-post-dan-story-bagi-para-pemula/
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 1-7.
elitemarketer. (2020, Juni 12). Menggunakan Instagram Insight untuk Analytic Instagram Marketing Anda. Retrieved from elitemarketer.id: https://elitemarketer.id/social-media/menggunakan-instagram-insight-untuk-analytic-instagram-marketing-anda-2/
Evelina, L. W., & Handayani, F. (2018). Penggunaan Digital Influencer dalam Promosi Produk. Ikatan Sarjana Komunikasi Indonesia, 71-82.
findyourinfluencer. (2019, April 4). What is a good instagram engagement rate. Retrieved from findyourinfluencer.co.uk: https://www.findyourinfluencer.co.uk/blog/2019/4/4/what-is-a-good-instagram-engagement-rate#:~:text=If%20the%20engagement%20rate%20is,very%20engaged%20with%20their%20content.
Fisher, R. J., Jaworski, B. J., & Paddison, G. (2003). Internet Marketing: Building Advantage in a Networked Economy. New York: McGraw Hill.
George, J. F. (2004). The Theory of Planned Behavior and Internet Purchasing. Internet Research, 198-212.
Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 77-87.
Goehring, R., & Rewardstream. (2016, November 29). 3 tips to encourage word of mouth marketing today. Retrieved from cuinsight.com: https://www.cuinsight.com/3-tips-encourage-word-mouth-marketing-today.html
Gurkaynak, G., Kama, C. O., & Ergun, B. (2018). Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing.
Hair, N., Clark, M., & Shapiro, M. (2012). Toward a Classification System of Relational Activity in Cosumer Electronic Communities: The Moderatos' Tale. Journal of Relationship Marketing, 54-65.
Hall, J. (2015, Desember 17). Build Authentic Audience Experiences Through Influencer Marketing. Retrieved from forbes.com: https://www.forbes.com/sites/johnhall/2015/12/17/build-authentic-audience-experiences-through-influencer-marketing/#7608ed934ff2
Hitz, L. (2020, Mei 4). Instagram Impressions, Reach, and Other Metrics You Might Be Confused About. Retrieved from sproutsocial.com: https://sproutsocial.com/insights/instagram-impressions/
Hollebeek, L. D. (2010). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 785-807.
Hootsuite, W. (2019, Februari 8). Berapa Pengguna Media Sosial Indonesia. Retrieved from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2019/02/08/berapa-pengguna-media-sosial-indonesia
Isoraite, M. (2016). Raising Brand Awareness Through The Internet Marketing Tools. Independent Journal of Management & Production, 320-339.
Jones, A. T., Malczyk, A., & Beneke, J. (2020). Internet Marketing: A highly practical guide to every aspect of internet marketing. Cape Town: GetSmarter.
Kabir, S. M. (2016). Methods of Data Collection. Chittagong: Book Zone Publication.
Katadata. (2016, Agustus 8). Penguna Smartphone di Indonesia 2016-2019. Retrieved from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2016/08/08/pengguna-smartphone-di-indonesia-2016-2019
Keller, K. L. (1993). Conceptualizing, Measuirng, and Managing Customer-Based Brand Equity. Journal Of Marketing, 1-22.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow: Pearson Education Limited.
Kernyawati, M. D., Kumadji, S., & Yulianto, E. (2014). Pengaruh Iklan Terhadap Brand Awareness dan Dampaknya Terhadap Keputusan Pembelian. Jurnal administrasi Bisnis, 1-6.
Kulmala, M., Mesiranta, N., & Tuominen, P. (2013). Organic and amplified eWOM in consumer fashion blogs. Journal of Fashion Marketing and Management, 20-37.
Liebermann, Y., & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal, 291-300.
Linh, N. P., & Tung, H. (2008). Internet Marketing Acquisition Process. Lathi: Lathi University of Applied Sciences.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of branded Content on Social media. Journal of interactive advertising, 58-73.
Martins, F. S., Cunha, J. A., & Serra, F. A. (2018). Secondary Data in Research - Uses and Opportunities. Iberoamerican Journal of Strategic Mangement.
McHugh, M. L. (2013). The Chi-square test of independence. Biochem Med, 143-149.
Mohammed, R. A., Fisher, R. J., Jawroski, B. J., & Paddison, G. (2003). Internet Marketing: Building Advantage in a Networked Economy. New York: McGraw Hill.
Mussry, I. (2020, Juni 20). Luxury Goods Spending in what really matters. (TheJakartaPost, Interviewer)
Nuryadi, Astuti, T. D., Utami, E. S., & Budiantara, M. (2017). Dasar-Dasar Statistik Penelitian. Yogyakarta: Gramasurya.
Octavianti, M. (2012). Menumbuhkan Kesadaran Merek Produk Melalui Media Sosial. Jurnal Ilmu Komunikasi, 179-194.
Ong, M. H., & Puteh, F. (2017). Quantitative Data Analysis: Choosing Between SPSS, PLS and AMOS in Social Science Research. International Interdisciplinary Journal of Scientific Research, 14-25.
Pereira, M. (2020, Mei 22). What is Paid Media? Definition, Types, Process with Exxamples. Retrieved from marketing.toolbox.com: https://marketing.toolbox.com/articles/what-is-paid-media-definition-types-process-with-examples
Pertiwi, W. K. (2019, Februari 5). Facebook Jadi Medsos Paling Digemari di Indonesia. Retrieved from tekno.kompas.com: https://tekno.kompas.com/read/2019/02/05/11080097/facebook-jadi-medsos-paling-digemari-di-indonesia?page=all
Pertiwi, W. K. (2020, Februari 20). Penetrasi Internet di Indonesia Capai 64 Persen. Retrieved from tekno.kompas.com: https://tekno.kompas.com/read/2020/02/20/14090017/penetrasi-internet-di-indonesia-capai-64-persen#:~:text=Pengguna%20internet%20mobile%20di%20Indonesia,persen%20dari%20total%20pengguna%20internet.&text=Sebesar%2096%20persen%20di%20pengguna,mengakses%20int
Priyono. (2008). Metode Penelitian Kuantitatif. Sidoarjo: Zifatama Publishing.
Purnomo, R. A. (2016). Analisis Statistik Ekonomi dan Bisnis Dengan SPSS. Ponorogo: Wade Group.
Rabo, O. (2019, April 12). The Average Instagram Enggamenet Rate is 4.7%. But Can You Do Better. Retrieved from inconosquare: https://blog.iconosquare.com/average-instagram-engagement-rate/
Radijojevic, V., & Stanisic, T. (2015). The Use of The Internet in Direct Marketing: Advantages, Results and Limitations. International Scientific Conference of IT and Business-Related Research, 603-605.
Rivoira, F. (2018, April 26). Do men buy more luxury watches than women? Retrieved from quora.com: https://www.quora.com/Do-men-buy-more-luxury-watches-than-women
Rowley, J. (2001). Remodelling marketing communications in an internet environment. Internet Research.
Saunders, M., Lewis, P., & Thornhill, A. (2016). Research Methods For Business Students. Harlow: Pearson Education Limited.
Sekaran, U. (2003). Research Methods For Business A Skill Building Approach. New Jersey: John Wiley & Sons, Inc.
Seturi, M. (2017). Brand Awareness and Success in the Market. Journal of International Scientific Publications, 424-432.
Shimp, & Andrews. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications. Mason: Cengage Learning.
Shojaee, S., & Azman, A. b. (2013). An Evaluation of Factors Affecting Brand Awareness in the Context of Social Media in Malaysia. Asian Social Science, 72-78.
Sjoberg, A. (2017). Influencing Brand Awareness Through Social Media. Arcada.
Sudha, & Sheena. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, 14-30.
Sugiyono, P. D. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sun, M. W. (2011). Consumption of luxury fashion brands: The motives of generation y consumers in China. Auckland: Auckland University of Technology.
Tokopedia. (2019, Maret 12). Apa itu Influencer Marketing Serta Keuntungannya untuk Bisnis. Retrieved from seller.tokopedia.com: https://seller.tokopedia.com/edu/influencer-marketing-dan-keuntungannya/
Tokopedia. (2019, Maret 12). Apa itu Influencer Marketing Serta Keuntungannya untuk Bisnis. Retrieved from seller.tokopedia.com: https://seller.tokopedia.com/edu/influencer-marketing-dan-keuntungannya/
Ugurlu, F., Yildiz, S., Boran, M., Ugurlu, O., & Wang, J. (2020). Analysis of fishing vessel accidents with Bayesian network and Chi-Square methods. Ocean Engineering.
Veirman, M. D., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 798-827.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 127-145.
Wang, X., & Tong, L. (2017). The Factors Affecting the Affluent Consumers Luxury Purchasing Behavior in China. International Journal of Business and Management, 194-202.
Wheeler, A. (2006). Designing Brand Identity. Hoboken: John Wiley & Sons, Inc.
Widi, R. (2011). Uji Validitas dan Reliabilitas Dalam Penelitian Epidemiologi Kedokteran Gigi. Jurnal Kedokteran Gigi, 27-34.
Xu, J. B., & Chan, A. (2009). A Conceptual framework of hotel experience and customer-based brand equity. International Journal of Contemporary Hospitality Management, 174-193.
Published
2021-03-24
How to Cite
Budyanto, Mariana, C. D., & Yusuf, D. (2021). Building Timeless.co Brand Awareness Through Influencer and Internet Marketing. Management and Sustainable Development Journal, 3(1), 75-92. https://doi.org/10.46229/msdj.v3i1.247

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.