CONSUMER BRAND ENGAGEMENT (CBE) IN SOCIAL MEDIA OF ONLINE NEWS MEDIA BRANDS IN INDONESIA

• Main Author: Kinanti Adinia M, Anette
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61074
• Institution: Institut Teknologi Bandung

Branding is a strategy in the scope of marketing that has been implemented by every brand in various industries, without exception, including in the media industry. Branding in the media industry is very important so that it can reach a wider audience. The development of technology and information accompanied by the high use of social media in Indonesia led to the emergence of various new news media brands in Indonesia that focus on creative industries in Indonesia by using social media as a channel to spread the news. Some of these news media brands are Folkative, Volix Media, and USS Feeds that will be the objects in this study. Therefore, as a relatively new brand in the media industry, this study will examine what factors influence the brand engagement of the three brands and their impact with the quantitative method through questionnaires. Respondents from this research were Instagram followers from all three brands with a total of 317 respondents; 114 were Folkative respondents, 100 were Volix Media respondents, 103 were USS Feeds respondents. To process the data obtained, the authors used the Kolmogorov-Smirnov normality test, Kruskal Wallis Test to test whether the data obtained had differences or not. Then, PLS method using the SmartPLS application is used to analyze data on each brand so that there are three different analysis sections for each brand. The results of this study show that Entertainment Interactivity, Cognitive information-transfer interaction (CITI), and Cognitive up-to-date information interactivity (CII) are factors that have a positive impact on Consumer Brand Engagement (CBE). In addition, Consumer Brand Engagement (CBE) also has a positive effect on Self-brand Connection and Brand Usage Intent