PENGARUH SELF-EXPRESSIVE BRAND TERHADAP E-LOYALTY DAN E-WOM DENGAN MEDIASI BRAND LOVE PADA E-COMMERCE SOCIOLLA

Abstract

ABSTRACT
In this era, e-commerce’s growth is increasing rapidly. In 2018, transactions in e-commerce increased significantly to 151% where fashion and beauty product became the most sought after product category. Sociolla is a pioneer of beauty focused e-commerce that only within one (1) year, Sociolla has already placed in the fifth rank in business to customer (B2C) category of top 10 e-commerce in Indonesia and in November 2019, Sociolla became “Indonesia’s Most Promising Growth-Stage Starup” in Forbes magazine. According to previous research, if a brand describes a consumer’s self-image (self-expressive brand), then consumer will love the brand (brand love) and voluntarily became loyal (brand loyalty) and spread information about the brand (word of mouth). However, the growth of internet has caused the concept of loyalty develop into e-loyalty and word of mouth (WOM) developed into electronic word of mouth (E-WOM). This study discusses the effect of self-expressive brand on E-Loyalty and E-WOM with brand love mediation. Research data collected by questionnaire with sample of members of Sociolla community who have made purchases at least two (2) times and has shared information about Sociolla. After data obtained, the calculation is done using the SPSS 20 application. The results from this study are that there is no significant influence related from self-expressive towards e-loyalty, there is a significant influence from self-expressive towards brand love, there is a significant iinfluence from self-expressive towards e-WOM, there is a influence of brand love towards e-loyalty and e-WOM, there is an indirect influence that expresses itself using the mediation of brand love towards e-loyalty, there is an indirect influence of e-WOM mediation and brand love towards e-loyalty, there is an indirect influence of e-WOM mediation on e-loyalty, there is an indirect influence of brand love mediation on e-WOM
Keywords: self-expressive brand, brand love, e-loyalty, e-WOM, e-commerce

ABSTRAK
Di era saat ini, pertumbuhan e-commerce kian meningkat pesat. Pada tahun 2018, transaksi e-commerce meroket hingga 151% dimana kategori produk yang paling banyak dicari merupakan pakaian dan produk kecantikan. Sociolla merupakan pioneer e-commerce beauty focused yang dalam kurun waktu satu (1) tahun menduduki peringkat kelima pada kategori business to customer (B2C) peta 10 besar e-commerce Indonesia dan pada November 2019, Sociolla menjadi “Indonesia’s Most Promising Growth-Stage Startup” dalam majalah Forbes. Menurut penelitian terdahulu, jika merek menggambarkan citra diri konsumen (self-expressive brand), maka konsumen akan mencintai merek tersebut (brand love) dan secara sukarela menjadi loyal (brand loyalty) serta menyebarkan informasi mengenai merek (word of mouth). Akan tetapi, pertumbuhan internet menyebabkan konsep loyalitas juga berkembang menjadi E-Loyalty serta word of mouth (WOM) berkembang menjadi electronic word of mouth (E-WOM). Penelitian ini membahas pengaruh self-expressive brand terhadap E-Loyalty dan E-WOM dengan mediasi brand love. Pengumpulan data penelitian menggunakan kuisioner dengan sampel anggota komunitas Sociolla yang telah melakukan pembelian minimal dua (2) kali dan pernah menyebarkan informasi mengenai Sociolla. Data yang diperoleh diolah menggunakan aplikasi SPSS 20, hasil yang didapatkan dari penelitian ini adalah tidak terdapat pengaruh langsung self-expressive brand terhadap e-loyalty, terdapat pengaruh self-expressive terhadap brand love, terdapat pengaruh langsung self-expressive terhadap e-WOM, terdapat pengaruh brand love terhadap e-loyalty dan e-WOM, terdapat pengaruh e-WOM terhadap e-loyalty, terdapat pengaruh tidak langsung self-expressive terhadap e-loyalty menggunakan mediasi brand love maupun e-WOM dan terdapat pengaruh tidak langsung self-expressive terhadap e-WOM melalui mediasi brand love.
Kata kunci : self-expressive brand, brand love, e-loyalty, e-WOM, e-commerce