Disusun Oleh: V.J. Wisnu Wardhono, Drs., MSIE. Agus Hasan P. A., Drs., M.Si. Ivan Prasetya, S.E., M.S.M., M.Eng. Christian Wibisono, S.E., M.S.M.

Transcription

1 Perjanjian No: III/LPPM/ / 95-P ANALISIS PENGARUH ANTARA LIKE PADA MEDIA SOSIAL INSTAGRAM TERHADAP NIAT BELI KONSUMEN (SUATU KASUS PADA PRODUK FASHION) Disusun Oleh: V.J. Wisnu Wardhono, Drs., MSIE. Agus Hasan P. A., Drs., M.Si. Ivan Prasetya, S.E., M.S.M., M.Eng. Christian Wibisono, S.E., M.S.M. Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Katolik Parahyangan 2016

2 DAFTAR ISI BAB I PENDAHULUAN... 1 BAB II.TINJAUAN PUSTAKA... 3 BAB III.METODE PENELITIAN... 6 BAB IV.JADWAL PELAKSANAAN... 7 BAB V.HASIL DAN PEMBAHASAN... 8 BAB VI.KESIMPULAN DAN SARAN DAFTAR PUSTAKA ii

3 ABSTRAK Media sosial dengan cepat menjadi alat berkomunikasi antara merek dengan konsumennya. Di antara banyak media sosial yang ada, Instagram adalah salah satu yang paling banyak digunakan oleh merek, terutama merek yang bergerak di industri fashion. Hal ini dikarenakan fungsi Instagram yang adalah media sosial untuk membagikan foto dan video, sesuai dengan kebutuhan dari para fashion brand yang banyak berkomunikasi dengan konsumennya via komunikasi visual. Posting dengan jumlah likes yang tinggi dan komentar positive yang banyak dapat meningkatkan awareness terhadap merek dan mengakibatkan e-wom (Electronic Word of Mouth) yang positif. Mengapa hal ini penting? Karena konsumen pada era ini adalah pemasar yang paling dipercaya dan yang paling loyal dari produk itu sendiri (Çukul, 2015). Karena pentingnya menciptakan word of mouth yang positif di kalangan konsumen, penelitian ini akan menggunakan analisa kualitatif untuk menganalisa post Instagram dari local fashion brands yang terkenal guna mengetahui tipe post seperti apa yang akan menghasilkan tingkatan word of mouth positif yang terbanyak. Konten dari dari akun Instagram yang diteliti akan dianalisa berdasarkan tipe post (photo / video), tipe content (9 elements), jumlah likes dan reviews, tipe photo (amateur / professional), dan tempat pengambilan gambar (indoor / outdoor). Hasil penelitian ini diharapkan dapat menjadi panduan bagi perusahaan dalam menentukan tipe posting seperti apa yang akan dapat menghasilkan e-wom positif yang tinggi dan sebagai hasilnya dapat meningkatkan brand image perusahaan di mata konsumen. Keywords: Instagram Marketing, Fashion Marketing, Communication, Branding, Consumer Behavior in e-wom iii

4 BAB I. PENDAHULUAN The emergence of smart phones and the rise of social media undoubtedly has affect the way consumers seek for information. Nowadays people no longer need to go to their computer or laptop to go googling for news or to seek for information about products they are willing to buy. They can do it anywhere, anytime from their smart phones. The rise of social media also took part in shaping this new way of information seeking. Consumer can now seek for information for the products or to find review about products that they want to buy not only from google, but also from facebook, twitter, and instagram. This way of seeking for information through social media is not affected by whether the company have an official representation in the social media or not (Bergström & Bäckman, 2013). Instagram as social media of choice Talking about social media, instagram is one of the fastest growing social media platforms on the internet (Chang, 2014). Moreover, instagram is the fastest growing social media market tool. As of May 2013, 67% of the top 100 global brands recognized by Interbrand are on instagram compared to only 14% on February 2013 (Chang, 2014). From a simple photo-sharing application, Instagram has now become a community of brands and consumers (Çukul, 2015). Instagram is also very interesting for fashion brands as they allow brands to communicate directly with consumers in a more interesting and engaging way. Visual is a very important part for promotion for fashion brands. This made possible by using instagram because the nature of instagram that makes info graphic and pictures sharing very easy (Çukul, 2015). To convey positive message that is trustworthy, company needs to sparks positive WOM among consumers so the message becoming more trustworthy because it comes from customers, not from company. Companies can encourage people to communicate by giving them something positive to talk about (Çukul, 2015). Besides, they also need to give customers platform to communicate. Preferably with them in it. Social media judged to be just the perfect media for this task. Instagram gives companies opportunity to initiate talk and at the same time gives them platform to communicate with each other with the company present in it. Instagram in Indonesia Indonesia is a vast and very diverse country home to approximately 257 million people (Worldometers, 2016). The number of internet users has reached 73 millions (around 29% of the population), with accessing social media being the highest activity. As Ismail Cawidu, Indonesia Communication and Information Ministry spokesman stated, out of those 73 millions, 58.4 % were between 12 and 34 years old, spending approximately 5 hours a day online via laptop or PC and 2 hours through mobile devices. 62 millions are active in social media, with 52 million accessing it approximately 3 hours a day from mobil devices (The Jakarta Post, 2015). These facts are very important for this research as Instagram is a social media mostly accessed from mobile devices. The datas show that the number of internet penetration and mobile devices usage is high. 1

5 A global survey conducted by We Are Social stated Instagram as social media with the 4th largest active number of users with 300 millions users world wide. Only Facebook, Qzone, and Google+ have more active users then Instagram (We Are Social, 2015). In Indonesia, Instagram comes second. An overview from We Are Social in January 2015 stated Twitter as the most used social platform in Indonesia with 28 million active users (11% of population). Instagram follows with 17,8 million users (7% of population), and Pinterest come closely after with 15,3 million users (6% of population) (We Are Social, 2015). Data shows that internet penetration is growing from year to year. The number of internet user is also growing. The time people spent in internet using laptop, PC, or mobile phone is also increasing from year to year. People do tend to look for information, socializing, and shopping through the internet these days (We Are Social, 2015). Therefor it is very important for company to be able to communicate effectively and represent themself positively using social media as global trend shows this is how consumer is communicating with brands. Using internet and social medias (Çukul, 2015). The purpose of this paper is to identifiy what is categorized as an effective communication through Instagram. This paper will analyze content of Instagram post from well known local Indonesian brand in order to find out what is the most effective, positive e-wom triggerer, and the most likable kind of posts so companies can use it as guidelines in communicating and building their brand through their social media, especially instagram. 2

6 BAB II. TINJAUAN PUSTAKA Instagram as a mobile based application mainly focus on using visual as tools of communication with their users. This part of the paper will explain theories about visual communication, social media especially Instagram, customer engagement, and the use of Instagram as tools for branding. Visual Communication Instagram is a very visual application. Its mission is to build a more connected world through photos (Instagram, 2016). We need to gain understanding about visual communication to understand more about how images work and how they affect the viewer. Visual communication is communication through a visual aid and is described as the conveyance of ideas and information in forms that can be read or looked upon. It includes: signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation color, and electronic resources (Wikipedia, 2013). The way we perceive visual message is highly affected by two things: perceptions of the receiver and the sender s framing of the message (Hellberg, 2015). These perceptions along with the way the image being framed by the sender will then form the way we perceive the message (interpretation of the message). It is then becoming a very complex process because each and every one of us may have different perceptions even if we are seeing at an exactly similar image (Hellberg, 2015). Age, education, occupation, and other demographical status are also suggested to be a significant influencer towards someone attitudes towards mobile entertainment services (Barutçu, 2007). This makes sense because someone s demographical status will influence their knowledge and culture, hence influencing their perceptions, which in turn will influence the way they perceive message. Branding on Instagram A brand is a very important part of a company. In this era where consumers can easily join the company in creating marketing message (through reviews and word of mouth), a positive brand is becoming more and more important because brand can be a source of sustainable competitive advantage (Andersson, Eriksson, & Karlsson, 2015). Kapferer (2012) in Andersson, Eriksson, & Karlsson (2015) states that there is often a gap of understanding between positioning of the brand (brand identity) that the company wants to communicate and understanding of customers about that message (brand image) (Andersson, Eriksson, & Karlsson, 2015). For company to be able to maintain customers, it is very important to identify and close potential gaps between brand identity and brand image. If the brand is not communicated clear enough, there will be possibility that the brand will not be able to reach the customers that it wanted to reach and will experiencing risk of losing their potential target market (Andersson, Eriksson, & Karlsson, 2015). Marketing communication is one way to communicate these messages. One of the major communication tools that is often being used by companies are social media (Kaplan, 2012). 3

7 Social media is defined as activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media (Erdoğmuş & Tatar, 2015). There has been a change of focus by companies from tangibles (production) to intangibles (production of image). It is implying that when companies exercise branding, focus has shifted to the visual attributes of the product rather than concrete capacity (Andersson, Eriksson, & Karlsson, 2015). Instagram seems like the right tools to do this because of their nature which prioritize photo and image sharing in a quick and easy way more than any other social media. As already been stated in the introduction of this paper, Instagram is one of the most rapid growing social media. Instagram is also increasingly becoming a social media of choice for brands to communicate with their customers. Instagram allows brand to engage a more direct communication with their customers in the form of pictures (Çukul, 2015). Previous studies also indicated that Instagram is the media in which companies can post a more personal photos, such as behind the scenes, funny photos from their offices, or simply a photo of their products being worn in everyday setting which is the most engaging kind of photos compared to official or catalogue product kind of photos. This kind of photos sparks a more engaging, personal attachment in the mind of consumers and at the same time giving the brand opportunity to tell customers story about the brand itself and company values (Hellberg, 2015). Customer Engagement Customer brand engagement is defined as a psychological state that occurs by virtue of interactive, co-creative customer experiences with a particular object such as a brand, product or organization (Erdoğmuş & Tatar, 2015). Engagement usually consist of three levels: cognitive, affective, and behavioral activities in direct brand interactions (Erdoğmuş & Tatar, 2015). In cognitive level, engagement is customer s acceptance for the brand in their mind. For affective level, engagement captures consumer s brand-related inspiration or pride. Whereas in behavioral level, engagement includes customer s actual activity of doing something with the brand (e.g: liking or commenting). According to recent research (Brodie, Hollebeek, Juric, & Ilic, 2011) there are four specific customer engagement components: a. Absorption: the level of customer concentration on a focal engagement object (such as a brand / organization) b. Dedication: a customer s level sense of belonging to the organizational / brand, which corresponds to the emotional dimension of engagement c. Vigor: a customer s level of energy and mental resilience in interacting with a focal engagement object d. Interaction: the two-way communications between a focal engagement subject and object. Meanwhile according to Erdoğmuş & Tatar (Erdoğmuş & Tatar, 2015) brand engagement is influenced by several factors such as: sales related information and campaigns, personalization, interactivity, and consumer-generated content and reviews. 4

8 In social media like Instagram active maintenance is crucial in order to increase the number of followers. In other words, efforts are needed to make customers (audience) engaged (followed) in company s Instagram account. There are several ways to do this: being active and liking, commenting, and responding to comments on pictures within company s target audience. Besides, company needs to create a feeling of we in order to be able to connect with customers. Company needs to make posts which make the users feel affected and a sense of relatedness. Customer needs a feeling of this is so me in the post which in turn grows engagement (Andersson, Eriksson, & Karlsson, 2015). It is also very important to know who is your customer, what type of photos that resonance deeply with our target consumer (Andersson, Eriksson, & Karlsson, 2015). Last but not least, the quality of photos being posted and hashtag is also important to sparks engagement among followers. A co-created content is also a very good idea to nurture engagement between brand and its customers. A post may include the customer s everyday use of company s product, or repost of customer s post while using the product. With this kind of treatment, customers will feel appreciated and important (Hollebeek, Glynn, & Brodie, 2014). 5

9 BAB III. METODE PENELITIAN To answer the research question of what consist of a good instagram post? we first will have to set the perimeter on what is a good instagram posts. In this research, we will first start with the common understanding that a good message is the one that engage their receiver. With the same notion we decide that a good instagram post is the one that engage their audience (Erdoğmuş & Tatar, 2015). In Instagram, we will try to measure this level of engagement with the amount of likes and mention. We assume that a good instagram post will receive high amount of likes. The amount of engagement also predicted to create an online form of word of mouth (e-wom) in the form of mentions in the comment section of the Instagram post. Mentioning their friends in a post is a very common way of referring a product or communicating a post content in Instagram. We believe this type of comment to be more effective as the reference come from the people that the user knows and familiar with, therefor the trust will be higher (Andersson, Eriksson, & Karlsson, 2015). This research will use content analysis of Instagram posts from 9 top local fashion brand in Indonesia. It will anaylize the content of the post from each brand from 1 st January 2016 to 31 st March The goal is to find out what kind of posts that sparks the most positive response from their followers. This research will measure these items from an instagram posts: post type (photo or video), content type (own product, collaboration product, behind the scene, tips, from customer, advertising, promotion, social responsibility, special days, and use of sales promotion), photo type (professional or amateur), shooting type (indoor or outdoor), number of likes, & comment (Çukul, 2015). Table 1 will show profile of the brands being observed including. The brand chosen are unisex local clothing brand with minimum followers, minimum amount of post is 300 posts, already existed for at least 3 years, and is curated at The Goods Dept. The Goods Dept is a curated department store for premium local and international brand based in Jakarta, Indonesia. The store was founded in 2010 by the founder of Brightspot Market, an annual fashion and lifestyle event hosting the most creative and well-known brands in Indonesia. Table 1. Brand Profile Brand Name Post Followers Following Argyle & Oxford , Aye Denim 1,357 65, Bluesville 1,395 22, Locale , Monstore 1,869 35, Nikicio ,000 - Oldblue Co , PMP Denim , Wellborn ,

10 BAB IV. JADWAL PELAKSANAAN No. Aktivitas 1 Studi Literatur 2 Desain Kuesioner 3 Uji Kuesioner 4 Uji Validitas & Reliabilitas 5 Penyebaran Kuesioner 6 Rekapitulasi Data 7 Hypothesis Testing 8 Analisa 9 Penyimpulan 10 Penulisan Laporan 11 Publikasi Ilmiah Bulan (2016)

11 BAB V. HASIL DAN PEMBAHASAN The content analysis, analyze the level of interaction from 1069 Instagram posts to understand, contrasting, and examining the content sharing types of nine well-known fashion brands. The results show how brands differ in posting strategy, especially in sharing frequency even though their posts are quite similar in themes. As can be seen in Table 2, Aye denim, Monstore, and Wellborn are the top three most active in terms of sharing frequency. With the lowest percentage belongs to Argyle & Oxford with 6,13%. Table 2. The frequency of the brands in 1069 posts Brand Name Frequency Percent Argyle & Oxford 71 6,13% Aye Denim ,95% Bluesville ,17% Locale 105 9,06% Monstore ,72% Nikicio 90 7,77% Oldblue Co 98 8,46% PMP Denim 94 8,11% Wellborn ,65% Total % A. Post Type, photo type, and shooting place Because Instagram is mainly a photo sharing application, most of the brands are also prefer to send photos than videos as can be seen in Table 3. Photos are perceived by the brands to be lighter and easier to connect to. Only some brands that post a lot of videos (Nikicio, Aye Denim). Other brands posts are dominated by photos. Professional studios are often used, but most brands posts are dominated by the more natural, behind the scene photos. Most brand choose to post a lot of photos with an Amateur style type of photo. This is perceived as the way for brands to be more down to earth and customer or potential customer can relate to. 8

12 Table 3. Frequency of the post type (photo / video), photo type, and photo shooting Post Type Frequency Percent Valid Percent Cumulative % Photo ,6% 95,6% 95,6% Video 47 4,4 4,4 100% Total % 100% Photo Type Frequency Percent Valid Percent Cumulative % Amateur 86 8% 8% 8% Professional % 92% 100 % Total % 100% Shooting Place Frequency Percent Valid Percent Cumulative % Indoor ,54% 67,54% 67,54% Outdoor ,46% 32,46% 32,46% Total % 100% Most of the brands are posting indoor photos. This is perhaps highly influenced by the genre of the brands itself. As most of the brands are casual clothing with middle to high target market, so they want to make it looks natural but also classy as if their customers are using it in their daily live. Brands that post more indoor than outdoor photos are brands like: Argyle&Oxford, Nikicio, and Bluesville. Brands like Oldblue Co, Locale, Wellborn, and Aye Denim are brands that have a distinctive brand characteristics and very street culture. Therefor it is not odd if most of the post are taken outdoor and not in photo studio. Analysis were also conducted for every brand. Every brand posts focus on their own product. The second highest posts type differ from brand to brand depends on their marketing strategy. Aye Denim focus on post from customer to sparks engagement and build a sense of community (12,7%). Meanwhile Bluesville and PMP Denim shares behind the scene posts from their daily staff life or product making process because Bluesville has a unique way in making the product. Perhaps this is what they want to communicate clearly to their customers. Locale, Monstore, Nikicio, and Oldblue Co choose tips as the second highest post type that they post during the analysis. Meanwhile Wellborn focus on collaboration product. 9

13 BAB VI. KESIMPULAN DAN SARAN Social media marketing is becoming more interesting and important for fashion industry. It is a powerful way to create two-way communication between consumers, and with the rise of fast fashion like Zara, H&M, and Top Shop, communication and brand image means everything. Social media is also a tool that provides fashion brands ways to let customers showcase their brand. Consumers can share their thoughts on fashion news, trends and events. Almost all fashion brands try to get benefits from this. The key is how to manage and learn how to communicate well with your customers. The aim of this research is exactly that. The research would like to investigate how selected fashion brands use their Instagram as a media to communicate and most importantly engage with their customers. The results show that the frequency of Instagram using variate from brand to brand. Different kind of posts also evoke different level of user interaction. Generally, brands share their product posts more intensely. Posts relating to tips, behind the scene, and from customer post are also generally quite popular among brands. Most of the brands did not pay special attention or post anything about sales promotion post as a way to engage their followers. This means the brands are relatively aware that sales promotion is not a good option to create organic and natural engagement as customers usually has low loyalty for the brand itself if the purchase was caused by sales promotion. Special event posts were posted during the early time of the analysis, which is posts at the time of new year (the study about the post started from January 1 st ). Special events create new conversation between the brand and customers because both are in a festive / holiday mood and in a good mood, therefor eager to share and receive information. Special events are also a good time for brand to launch their exclusive or new articles as usually in special events customers are more likely to buy and be able to create positive viral marketing if the customers experiencing a good time in the event. One of the important findings of the study is that as contents provided by consumers receive the highest percentage of like. As well as the behind the scene post which create engagement and sense of belonging to the brands in the mind of customers. Other interesting finding is that, in general, posts about sales promotion, and advertising receives a lower level of interaction. 10

14 DAFTAR PUSTAKA Andersson, E., Eriksson, M., & Karlsson, E. (2015, May). Branding Via Instagram. Branding Via Instagram: A research on SME's brand identity. Swedia: Jönköping University. Bergström, T., & Bäckman, L. (2013). Marketing and PR in Social Media. Department of Journalism, Media, And Communication, Chang, C. Y. (2014). "Visualizing brand personality and personal branding : case analysis on Starbucks and Nike's brand value co-creation on Instagram. Master of Arts thesis, Çukul, D. (2015, June 21). Fashion Marketing in Social Media: Using Instagram For Fashion Branding. Business & Management Conference, Erdoğmuş, İ. E., & Tatar, Ş. B. (2015). Drivers of Social Commerce Through Brand Engagement. Procedia - Social and Behavioral Sciences, Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, The Jakarta Post. (2015, March 10). News: The Jakarta Post. Dipetik January 6, 2016, dari Thejakartapost.com: We Are Social. (2015, January). Blog: We Are Social. Dipetik January 6, 2016, dari We Are Social: Worldometers. (2016, January). Info:Worldometers. Dipetik January 6, 2016, dari 11