THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND KNOWLEDGE ON RALALI.COM IS MEDIATED BY CONSUMER-BRAND ENGAGEMENT AND CUSTOMER EXPERIENCE VARIABLES

Abstract

Social networking sites, for example, Ralali.com, are changing businesses by promoting products online through Social Media Marketing. This allows companies to increase the popularity of e-commerce, build relationships with stakeholders, facilitate interactions, provide customer experience, and increase consumer brand knowledge through purchase recommendations. This research adopts a quantitative method with a causal approach. The population that is the focus of this research is consumers on Ralali.com who follow the social media Instagram @ralalicom. The sampling technique used is purposive sampling, which is the selection of samples based on certain considerations. Data was collected through distributing questionnaires online using the Google Form platform. Data analysis in this study used the Structural Equation Modeling (SEM) method using SMART PLS 3.0 software. The results of the descriptive analysis show that social media marketing has a positive and significant effect on customer experience on Ralali.com, social media marketing does not have a positive and significant effect on consumer-brand engagement on Ralali.com, social media marketing, customer experience, and consumer-brand engagement has a positive and significant effect on brand knowledge on Ralali.com, customer experience has a positive and significant effect on consumer-brand engagement on Ralali.com, social media marketing has a positive but not significant effect on brand knowledge through customer experience on Ralali.com, and (8) social media marketing does not have a positive and significant effect on brand knowledge through consumer-brand engagement on Ralali.com. Suggestions for companies, especially Ralali.com, to increase consumer-brand engagement via Instagram social media. Ralali can notice additional value in the content presented to users. Ralali also needs to identify exactly who the target audience they want to reach is so they can tailor the content according to their interests and needs.

Keyword: social media marketing, brand knowledge, customer experience, and consumer-brand engagement