Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality

https://doi.org/10.35912/simo.v5i2.3542
Published: Oct 16, 2024

Abstract:

Purpose: This study aims to explore the relationship between social media marketing (SMM), brand personality, and brand gestalt, with a particular focus on the mediating role of brand gestalt among.
Methodology: The research was conducted among 232 customers of Starbucks Indonesia, utilizing a quantitative descriptive approach. The Structural Equation Modelling (SEM) method was employed, with data analysis carried out using the SmartPLS statistical program.
Results: The study found that SMM has a positive and significant impact on the dimensions of brand gestalt, namely story, sensescape, servicescape, and stakeholders. These dimensions, in turn, significantly influence brand personality. Additionally, the brand gestalt dimensions fully mediate the relationship between SMM and brand personality.
Conclusions: This study aims to examine the impact of social media marketing on brand personality, with brand gestalt serving as a mediating variable, focusing on Starbucks consumers in Indonesia.
Limitations: The study is limited by its focus on Starbucks Indonesia customers, which may affect the generalizability of the findings to other brands or regions.
Contribution: The study is one of the first empirical works to integrate social media marketing, brand personality, and brand gestalt. It offers valuable insights for practitioners on how to effectively leverage SMM and brand gestalt to shape brand personality.

Keywords:
1. Brand Gestalt
2. brand personality
3. Social media marketing
Authors:
1 . Edwina Fabiola Rayo
2 . Natashia Merrylien Rayo
3 . Deske W. Mandagi
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How to Cite
Rayo, E. F., Rayo, N. M. ., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen Dan Organisasi, 5(2), 299–316. https://doi.org/10.35912/simo.v5i2.3542
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Issue & Section
Vol. 5 No. 2 (2024): Oktober
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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    Attar, R. W., Amidi, A., & Hajli, N. (2023). The Role Of Social Presence And Trust On Customer Loyalty. British Food Journal, 125(1), 96-111.

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  1. Abdul Wahab, N., Nayan, S., & Cheah, Y. K. (2020). Internet User And Economic Selected Southeast Asia Nations: A Panel Data Analysis. Journal Of Emerging Economies & Islamic Research, 8(3), 17-25.
  2. Agustina, N., & Wibawa, D. P. (2023). Kinerja Merek Pengecer Dari Kepribadian Merek Dan Penawaran Pemasaran. Innovative: Journal Of Social Science Research, 3(6), 735-752.
  3. Amanah, R. H. (2022). Pengaruh Brand Personality Terhadap Keputusan Pembelian Dan Minat Beli Sebagai Variabel Intervening Pada Produk Kosmetik Somethinc.
  4. Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement Dan E-Wom Terhadap Keputusan Pembelian Konsumen Bittersweet By Najla Melalui Niat Beli. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 13-31.
  5. Armawan, I., Sudarmiatin, S., Hermawan, A., & Rahayu, W. (2023). The Effect Of Social Media Marketing, Serqual, Ewom On Purchase Intention Mediated By Brand Image And Brand Trust: Evidence From Black Sweet Coffee Shop. International Journal Of Data And Network Science, 7(1), 141-152.
  6. Asikin, D. D., & Nurshyfa, E. (2023). Pengaruh Promosi Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan E-Wallet (Dana) Di Kota Cimahi, Jawa Barat. Studi Ilmu Manajemen Dan Organisasi, 4(2), 101-113.
  7. Attar, R. W., Amidi, A., & Hajli, N. (2023). The Role Of Social Presence And Trust On Customer Loyalty. British Food Journal, 125(1), 96-111.
  8. Attor, C., Jibril, A. B., Chovancova, M., Korantwi-Barimah, J. S., & Adzovie, D. E. (2021). The Influence Of Social Media On Brand Personality Towards Consumer Purchase Intention In The Telecom Industry: A Conceptual Study. Paper Presented At The Ecsm 2021 8th European Conference On Social Media.
  9. Banjarnahor, A. R., Hariningsih, E., Hasyim, H., Putri, D. M. B., Sari, O. H., Nasution, S. P., . . . Sahir, S. H. (2022). Social Media Marketing Dan Bisnis Modern: Yayasan Kita Menulis.
  10. Ba?tu?, S., ?akar, G. D., & Gülmez, S. (2020). An Application Of Brand Personality Dimensions To Container Ports: A Place Branding Perspective. Journal Of Transport Geography, 82, 102552.
  11. Buesnel, L. (2021). Why Having A Brand ‘Personality’ Is Effective On Social Media.
  12. Bussing-Burks, M. (2022). Starbucks.
  13. Chandra, T., & Priyono. (2023). Statistika Deskriptif.
  14. Cid, A., Blanchet, P., Robichaud, F., & Kinuani, N. (2022). A Conceptual Framework For Creating Brand Management Strategies. Businesses, 2(4), 546-561.
  15. Dilasari, E. M., & Yosita, G. (2022). Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung. Revenue: Jurnal Manajemen Bisnis Islam, 3(1), 25-40.
  16. Evans, D., & Mckee, J. (2021). Social Media Marketing: The Next Generation Of Business Engagement.
  17. Ghorbani, M., Karampela, M., & Tonner, A. (2022). Consumers’ Brand Personality Perceptions In A Digital World: A Systematic Literature Review And Research Agenda. International Journal Of Consumer Studies, 46(5), 1960-1991.
  18. Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program Ibm Spss 23.
  19. Hair Jr, J., Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2023). Advanced Issues In Partial Least Squares Structural Equation Modeling: Sage Publications.
  20. Halim, S., Maulana, N., Hidayanti, A., & Batu, R. L. (2021). Pengaruh Brand Personality Terhadap Purchase Decision Smartphone Dimediasi Brand Trust. Jurisma: Jurnal Riset Bisnis & Manajemen, 12(1), 117-131.
  21. Hasyim, M., & Kuswarini, P. (2020). The Brand Personality Of Toraja Coffee As A Tourism Destination. The Brand Personality Of Toraja Coffee As A Tourism Destination (November 20, 2020). Pjaee, 17(4).
  22. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion For Assessing Discriminant Validity In Variance-Based Structural Equation Modeling. Journal Of The Academy Of Marketing Science, 43, 115-135.
  23. Hernaeny, U. F. (2021). Populasi Dan Sampel.
  24. Hollensen, S. (2015). Marketing Management - A Relationship Approach.
  25. Humphreys, L. (2022). Mobile Social Media: The Challenges And Opportunities Continue.
  26. Ibrahim, B., & Aljarah, A. (2023). The Era Of Instagram Expansion: Matching Social Media Marketing Activities And Brand Loyalty Through Customer Relationship Quality. Journal Of Marketing Communications, 29(1), 1-25.
  27. Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking Social Media Marketing Activities To Revisit Intention Through Brand Trust And Brand Loyalty On The Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism. Sustainability, 13(4), 2277.
  28. Infante, A., & Mardikaningsih, R. (2022). The Potential Of Social Media As A Means Of Online Business Promotion. Journal Of Social Science Studies (Jos3), 2(2), 45-49.
  29. Johnson, K. (2020). Starbucks Ceo: The Third Place, Needed Now More Than Ever Before.
  30. Júnior, J. R. D. O., Limongi, R., Lim, W. M., Eastman, J. K., & Kumar, S. (2023). A Story To Sell: The Influence Of Storytelling On Consumers' Purchasing Behavior. Psychology & Marketing, 40(2), 239-261.
  31. Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study Of Luxury Fashion Brand. Journal Of Business Research, 65(10), 1480-1486.
  32. Koffka, K. (2013). Principles Of Gestalt Psychology: Routledge.
  33. Lee, T., Leung, C., & Zhang, Z. (2000). Fashion Brand Image Marketing: Brand Image And Brand Personality. Research Journal Of Textile And Apparel, 4(2), 60-67.
  34. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, And Future Agenda. Journal Of The Academy Of Marketing Science, 49, 51-70.
  35. Li, F., Larimo, J., & Leonidou, L. C. (2023). Social Media In Marketing Research: Theoretical Bases, Methodological Aspects, And Thematic Focus. Psychology & Marketing, 40(1), 124-145.
  36. Li, Z., Zhang, D., Zhang, Q., & Liu, X. (2023). Constructing Online Destination Brand Experience And Bilateral Behavioral Intentions: A Sensory Conduction Perspective. Current Issues In Tourism, 26(20), 3364-3380.
  37. Lin, Y.-C., & Huang, P.-W. (2012). Effects Of The Big Five Brand Personality Dimensions On Repurchase Intentions: Using Branded Coffee Chains As Examples. Journal Of Foodservice Business Research, 15(1), 1-18.
  38. Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador Dan Loyalitas Penggemar Terhadap Brand Image Scarlett Di Media Sosial Tiktok. Studi Ilmu Manajemen Dan Organisasi, 5(1), 55-76.
  39. Mandagi, D. W. (2023). Pemasaran Media Sosial, Gestalt Merek Dan Loyalitas Pelangan: Studi Empiris Pada Tomohon International Flower Festival. Manajemen Dewantara, 7(1), 32-45.
  40. Mandagi, D. W., & Aseng, A. C. (2021). Millennials And Gen Z’s Perception Of Social Media Marketing Effectiveness On The Festival’s Branding: The Mediating Effect Of Brand Gestalt. Asia-Pacific Social Science Review, 21(3), 9.
  41. Mandagi, D. W., & Centeno, D. (2024). Destination Brand Gestalt: Dimensionalizing Co-Created Tourism Destination Branding. International Journal Of Tourism Cities.
  42. Mandagi, D. W., & Centeno, D. D. (2021). Brand Gestalt Scale Development And Validation: A Takeoff From Tourism Destination Branding. Journal Of Destination Marketing & Management, 19, 100539.
  43. Mandagi, D. W., Rampen, D. C., Soewignyo, T. I., & Walean, R. H. (2024). Empirical Nexus Of Hospital Brand Gestalt, Patient Satisfaction And Revisit Intention. International Journal Of Pharmaceutical And Healthcare Marketing, 18(2), 215-236.
  44. Modjo, M. L., Anugrah, K., & Ahmad, P. F. (2022). Perkembangan Kedai Kopi & Mocktail Menjadi Peluang Usaha Untuk Kalangan Muda Di Kota Gorontalo. Jurnal Darmawisata, 1(2), 51-57.
  45. Nicolaou, C. (2022). Generations And Branded Content From And Through The Internet And Social Media: Modern Communication Strategic Techniques And Practices For Brand Sustainability—The Greek Case Study Of Lacta Chocolate. Sustainability, 15(1), 584.
  46. Nugraha, A. S., & Adialita, T. (2021). Pengaruh Social Media Marketing Terhadap Minat Berkunjung Wisatawan Di Kota Bandung Melalui Nilai Yang Dipersepsikan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(3), 195-212.
  47. Omar, A. M. (2020). Brand Experience: How Does It Affect Brand Personality And Brand Loyalty In The Egyptian Telecommunications Industry. International Journal Of Marketing Studies, 12(2), 104-120.
  48. Pamuksuz, U., Yun, J. T., & Humphreys, A. (2021). A Brand-New Look At You: Predicting Brand Personality In Social Media Networks With Machine Learning. Journal Of Interactive Marketing, 56(1), 1-15.
  49. Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Brand Personality In Cultural Tourism Through Social Media. Tourism Review, 76(1), 164-183.
  50. Prasetyo, W. B. (2020). Kedai Kopi Diprediksi Tumbuh 15%. Retrieved December, 16, 2020.
  51. Priyanti, W. G., & Kumalasari, L. D. (2022). Gaya Hidup Nongkrong Mahasiswa Di Malang: Studi Pengunjung Kedai Kopi Or Traffic Sengkaling, Kabupaten Malang. Jurnal Sosiologi Nusantara, 8(2), 265-278.
  52. Ramdhan, M. (2021). Metode Penelitian.
  53. Ren, Y., Choe, Y., & Song, H. (2023). Antecedents And Consequences Of Brand Equity: Evidence From Starbucks Coffee Brand. International Journal Of Hospitality Management, 108, 103351.
  54. Risal, M., Ramadhani, M., Arianto, D., Dewa, B. F., Yusuf, A. R., & Harahap, B. (2024). Pengaruh Brand Experience Terhadap Brand Loyalty Pengguna Yamaha Nmax Melalui Brand Trust Dan Brand Satisfaction. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 181-192.
  55. Siddik, A. S., Mandagi, D. W., & Lelengboto, A. L. (2022). Pemasaran Sosial Media Dan Gestalt Merek Pada Perusahaan Indoor Theme Park. Seiko: Journal Of Management & Business, 4(3), 462-479.
  56. Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The Role Of Social Media Influencers In Shaping Customer Brand Engagement And Brand Perception. Jurnal Manajemen Bisnis, 9(2), 280-288.
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