The influence of social media communication on perspectives towards the Samsung brand

M. Irsyad, Al Fikri, R. Roostika
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Abstract

This study aims to examine and analyze the influence of social media communications created by companies (Firm-created Communication – FCC) and users (User-generated Communication – UGC) on the user's perspective on brand equity and brand attitudes that have an impact on the purchase intention of Samsung products. The population of this study is users who do not use Samsung products to describe their interest in buying Samsung products. The object of this research is social media communications made by companies and users about Samsung products. The research sample consisted of 218 respondents who were not Samsung users and who at the time of the study were domiciled in Java or outside Java. The research data were then analyzed using the Structural Equation Model (AMOS v 23). Based on the research results, it is known that social media communications made by companies positively influence brand attitudes. User-generated social media communications positively influence brand equity and brand attitudes. Brand attitude positively affects brand equity. Brand equity and brand attitude positively influence purchase intention. However, social media communications made by the company have no effect on brand equity. This study reveals that communication made by users has more influence on purchase intention through brand equity and attitudes. Where equity and brand attitude are important in buying interest in a product.
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社交媒体传播对三星品牌观点的影响
本研究旨在检验和分析公司(公司创建的通信- FCC)和用户(用户生成的通信- UGC)创建的社交媒体通信对用户对品牌资产和品牌态度的看法的影响,这些观点对三星产品的购买意愿产生影响。本研究的人群是那些不使用三星产品的用户来描述他们对购买三星产品的兴趣。本研究的对象是公司和用户对三星产品的社交媒体传播。研究样本包括218名受访者,他们不是三星用户,在研究时居住在Java或Java以外。然后使用结构方程模型(AMOS v 23)对研究数据进行分析。根据研究结果可知,企业进行的社交媒体传播对品牌态度有积极的影响。用户生成的社交媒体传播积极影响品牌资产和品牌态度。品牌态度正向影响品牌资产。品牌资产和品牌态度正向影响购买意愿。然而,公司进行的社交媒体传播对品牌资产没有影响。本研究发现,用户沟通通过品牌资产和态度对购买意愿的影响更大。在这里,资产和品牌态度对购买产品的兴趣很重要。
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