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ASEAN Marketing Journal

Abstract

This study aims to investigate the impact of social media activities on brand image and brand awareness. A quantitative study was conducted using a validated questionnaire distributed to a sample of 348 respondents of Gen Z, Gen Y, and Gen X who use social media and are familiar with Labubu The Monsters. Multiple regression analysis was performed using SPSS version 27 to test the hypotheses. The results revealed a significant impact of social media activities on brand awareness and brand image. It was found that entertainment, trendiness, and influencers affect brand awareness, while entertainment, EWOM, trendiness, and influencers affect brand image. This study is one of the few to examine the impact of social media activities on brand awareness and brand image for Labubu The Monsters toys in Indonesia. The study provides several theoretical and practical implications that can benefit Labubu The Monsters’ managers in their marketing efforts through various social media activities.

Bahasa Abstract

Penelitian ini bertujuan untuk menyelidiki dampak aktivitas media sosial terhadap citra merek dan kesadaran merek. Sebuah studi kuantitatif telah dilakukan dengan menggunakan kuesioner yang telah divalidasi dan didistribusikan kepada sampel yang terdiri dari 348 responden Gen Z, Gen Y, dan Gen X yang menggunakan media sosial dan mengetahui Labubu The Monsters. Analisis regresi berganda dilakukan menggunakan SPSS versi 27 untuk menguji hipotesis. Hasil penelitian mengungkapkan adanya dampak signifikan dari aktivitas media sosial terhadap kesadaran merek dan citra merek. Ditemukan bahwa hiburan, tren, dan influencers memengaruhi kesadaran merek, sementara hiburan, EWOM, tren, dan influencers memengaruhi citra merek. Studi ini merupakan salah satu dari sedikit penelitian yang mengkaji dampak aktivitas media sosial terhadap kesadaran merek dan citra merek mainan Labubu The Monsters di Indonesia. Studi ini memberikan beberapa implikasi teoretis dan praktis yang dapat bermanfaat bagi manajer Labubu The Monsters dalam upaya pemasaran mereka dengan menggunakan berbagai aktivitas media sosial.

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