Bentuk Komunikasi Media Sosial dan Dampaknya terhadap Sikap Audiens Event Festival Musik

Raymond Christopher, Kurnia Kurnia

Abstract


Abstract: Social media communication is suggested to influence consumers in the decision making process of those participating in events. Especially in marketing events, social media creates its own experiences that make media users participate. Social media can influence audiences in evaluating events and directing their attitudes towards an event, including determining the attitude to attend the event or not. Social media communication in marketing events also focuses on building an image and forming a positive attitude towards the event itself.This study aims to understand the form of social media communication that is built to direct consumer attitudes. With a social media communication approach sourced from Firm-Created Social Media Content and User-Generated Social Media Content adopted in previous research (Schivinski et al., 2019) in influencing the attitudes of the Music Festival Event audience. This study uses a quantitative approach with non probability sampling techniques. The population in this study is the audience for the International Music Festival Event held in Indonesia.Based on this population, the sample size is determined by Lemeshow's sample size calculation so that the total number of respondents is 400 respondents as research. Data analysis was performed using Structural Equation Modeling (SEM) using Partial Least Square (PLS). The results of this study indicate that Firm Generated Content (T Stat = 9,945) and User Generated Content (T Stat = 6,092) are proven to have a significant positive effect on Event Attitude.

Keywords: Communications Social Media, Firm – Created Social Media Content, User – Generated Social Media Content, Events Attitude.

Abstrak: Penelitian ini bertujuan untuk memahami bentuk komunikasi media sosial yang dibangun untuk mengarahkan sikap audiens event (Event Attitude) dengan pendekatan komunikasi media sosial yang bersumber dari Firm-Created Social Media Content (FCC) dan User-Generated Social Media Content (UGC) dalam mempengaruhi sikap audiens Event Festival Musik. Metode penelitian dilakukan dengan pendekatan kuantitatif dan teknik non probability sampling. Populasi penelitian ini adalah audiens festival musik internasional di Jakarta. Sampel ditetapkan melalui perhitungan sampel Lemeshow yaitu sebesar 384 responden. Kuesioner penelitian ini disusun menggunakan skala pengukuran likert dengan rentang skala 1 (sangat tidak setuju) hingga 5 (sangat setuju). Data kemudian diolah dan dianalisis menggunakan Partial Least Square (PLS) dan Stuctural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Firm-Created Social Media Content merupakan variabel yang dominan dalam mempengaruhi Event Attitude. Penelitian ini juga membuktikan bahwa komunikasi dua arah melalui pemanfaatan media sosial dapat dibangun melalui Firm-Created Social Media Content dan User-Generated Social Media Content. Informasi yang disampaikan baik melalui FCC maupun UGC dapat disesuaikan dan diintegrasikan untuk dapat membentuk dan mengarahkan sikap positif audiens. Kekuatan model penelitian ini masih tergolong moderat dalam menjelaskan Event Attitude. Penelitian lebih lanjut diharapkan juga dapat mempertimbangkan variabel yang bersifat afektif dalam membentuk attitude, karena penggunaan media sosial sebagai saluran komunikasi tidak hanya didasarkan pada evaluasi kognitif (rasional) FCC dan UGC saja, namun juga dapat bersumber dari evaluasi afektif (emosional) dalam membentuk sikap audiens.

Kata Kunci: Komunikasi Media Sosial, Firm-Created Social Media Content, User-Generated Social Media Content, Event Attitude


Keywords


Komunikasi Media Sosial, Firm-Created Social Media Content, User-Generated Social Media Content, Event Attitude

Full Text:

PDF

References


Bacellar, C., Ghazal, F. C., & Ghazel, A. (2012). Motivation to attend to a cultural event: Profiling Deauville Asian Film Festival attendees. British Academy of Management: Cardiff, UK., 2–17. www.aast.edu/pheed/staffadminview/pdf_retreive.php

Bogaert, M., Ballings, M., & Van Den Poel, D. (2016). The added value of Facebook friends data in event attendance prediction. Decision Support Systems, 82, 26–34. https://doi.org/10.1016/j.dss.2015.11.003

Dunbar, R. I. M., Arnaboldi, V., Conti, M., & Passarella, A. (2015). The structure of online social networks mirrors those in the offline world. Social Networks, 43, 39–47. https://doi.org/10.1016/j.socnet.2015.04.005

Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6(2), 1–19. http://praxis.massey.ac.nz/prism_on-line_journ.html

Gyimóthy, S., & Larson, M. (2015). Social media cocreation strategies: The 3Cs. Event Management, 19(3), 331–348. https://doi.org/10.3727/152599515X14386220874760

Hooutsuite. (2020). Digital In 2020. Www. Wearesocial.Com.

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001

Jeune, K. (2019). THE INTEGRATION BETWEEN PUBLIC RELATIONS, INFLUENCER MARKETING, AND LAW. THE INTEGRATION BETWEEN PUBLIC RELATIONS, INFLUENCER MARKETING, AND LAW. https://instituteforpr.org/the-integration-between-public-relations-influencer-marketing-and-law/

Kent, M. L. (2010). Direction In Social Media for Professionals and Scholars. Journal of Communication Management, 15(2), 179–182. https://doi.org/10.1108/13632541111126382

Kilian, T., Hennigs, N., & Langner, S. (2013). Do Millennials read books or blogs ? Introducing a media usage typology of the internet generation. https://doi.org/10.1108/07363761211206366

Langaro, D., Rita, P., & de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168. https://doi.org/10.1080/13527266.2015.1036100

Larson, B. (2009). Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-Sponsor Fit. 2(1), 1–15.

Newman, D. (2013). How Shifting Communication Trends Are Impacting Digital Transformation.

P. Sri Jothi, M. N. and R. S. P. (2011). A study on effective communication strategy in developing brand communication: Analysis of social networking site. Journal of Media and Communication Studies, 3(July), 234–242.

Puntoadi, D. (2011). Menciptakan Penjualan Melalui Social Media. Elex Media Komputindo.

Ruth, J. A., & Simonin, B. L. (2003). Brought to you by brand a and brand b„ investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19–30. https://doi.org/10.1080/00913367.2003.10639139

Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64–80. https://doi.org/10.2501/JAR-2016-004

Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31–53. https://doi.org/10.1108/JRIM-02-2014-0007

Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323

Schivinski, B., Langaro, D., & Shaw, C. (2019). The influence of social media communication on consumer’s attitudes and behavioral intentions concerning brand-sponsored events. Event Management, 23(6), 835–853. https://doi.org/10.3727/152599518X15403853721268

Smit, E., & Moorman, M. (2012). Advances in Advertising Research (Vol. III). In M. Eisend, T. Langner, & S. Okazaki (Eds.), Advances in Advertising Research (Vol. III): Vol. III. Gabler Verlag. https://doi.org/10.1007/978-3-8349-4291-3

Statista. (2020). Analysis Music Events - Indonesia. Www.Statista.Com. https://www.statista.com/outlook/273/120/music-events/indonesia

Sweetser, K. D., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340–342. https://doi.org/10.1016/j.pubrev.2007.05.016

Trammell, K. D., & Keshelashvili, A. (2006). Examining the new influencers: A self-presentation study of a list-blogs. Journalism and Mass Communication Quarterly, 82(4), 968–982. https://doi.org/10.1177/107769900508200413

Wright, D. K., & Hinson, M. D. (2008). How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal, 2(2), 1–21. http://www.prsa.org/SearchResults/download/6D-020203/0/How_Blogs_and_Social_Media_are_Changing_Public_Rel

Hendrarto, D., & Ruliana, P. (2019). Strategi Public Relations Radio Delta FM Dalam Mempertahankan Pendengar Melalui Media Sosial. Inter Komunika: Jurnal Komunikasi, 4(2), 166–178.

Ruliana, P., Irwansyah, I., Atmaja, S., Soebiagdo, S., & Riyanto, R. (2018). Pemanfaatan Media Sosial Dikalangan Usaha Kecil dan Menengah (UKM) Keramik Sentra Industri Keramik Plered Kabupaten Purwakarta. InterKomunika, 3(1), 100. https://doi.org/10.33376/ik.v3i1.185




Flag Counter   Â