Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions
Abstract
This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.
Downloads
References
Anjel, C. C. P., Lengkong, B. L., Mandagi, D. W., & Kainde, S. J. (2022). Branding Institusi Pendidikan Melalui Media Sosial Instagram. SEIKO: Journal of Management & Business, 5(2), 44-58.
Banjarnahor, A. R., Hutabarat, M. L., Mastarida, F., Patiung, M., Mandagi, D. W., Amruddin, A., ... & Lelengboto, A. L. (2023c). Sustainable Consumer Behavior. Yayasan Kita Menulis.
Banjarnahor, A. R., Sutrisno, C. R., Panjaitan, P. D., Hutagaol, K., Faried, A. I., Simanjuntak, M., ... & Simarmata, J. (2023a). Inovasi Digital dan Ekonomi Kerakyatan. Yayasan Kita Menulis.
Banjarnahor, A. R., Taruna, M. S., Faried, A. I., Suryani, W., Hutama, N. A., Sondakh, D. E., ... & Simarmata, J. (2023b). Ekonomi Digital: Transformasi Bisnis di Era Digital. Yayasan Kita Menulis.
Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Kainde, S. J., & Mandagi, D. W. (2023). From likes to loyalty: the interplay of social media marketing in shaping education institution brand attitude and loyalty. Jurnal Ekonomi, 12(02), 465-475.
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.
Komaling, F. S., & Taliwongso, I. (2023). Analisis pengaruh electronic word of mouth pada media sosial Tiktok terhadap citra merek dan minat beli pelanggan pada situs online Shopee. Klabat Journal of Management, 4(1), 78-89.
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.
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).
Mandagi, D. W., & Sondakh, D. K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality, Tourism and Leisure, 11(6), 2128-2142.
Mandagi, D. W., & Wuryaningrat, N. F. (2023). Peran Mediasi Kepuasan Pelanggan pada Pengaruh Gestalt Merek terhadap Niat Membeli Kembali: Studi Empiris pada UMKM di Manokwari. In Prosiding Seminar Nasional Forum Manajemen Indonesia, 15, 117-130.
Mandagi, D. W., Centeno, D. D., & Indrajit. (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Marhareita, C., Kila, I. W., & Mandagi, D. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(1), 257-256. https://doi.org/10.37680/qalamuna.v14i1.4081
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., ... & Syukriah, E. A. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
Poluan, M. S., Pasuhuk, L. S., & Mandagi, D. W. (2022). The Role of Social Media Marketing In Local Government Institution To Enhance Public Atitude And Satisfaction. Jurnal Ekonomi, 11(03), 1268-1279.
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
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.
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.
Sondakh, D., Lumingkewas, V., Laoh, L. C., & Sandag, G. A. (2022). Pengaruh sosial media marketing terhadap penjualan Usaha Mikro Kecil Dan Menengah (UMKM). Klabat Journal of Management, 3(1), 67-82.
Tatemba, I. S., & Rantung, R. C. (2021). Analisis faktor-faktor yang mempengaruhi minat beli secara online melalui jejaring media sosial Instagram (studi kasus pada produk fashion). Klabat Journal of Management, 2(1), 20-32.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.
Wijaya, H., Andri, R. C., & Rachmawati, D. (2023). Analysis of digital marketing strategies on interest and enrollment decisions of prospective new students in private higher education institutions in Indonesia (a case study of Jakarta Global University). Klabat Journal of Management, 4(2), 147-162.
Wowor, M. C., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). The Role of Social Media in Employee Recruitment: a Systematic Literature Review. Jurnal Multidisiplin Madani, 2(12), 4118-4125.
Wulus, V. G., Mandagi, D. W., Lule, B., & Ambalao, S. S. (2022). Determinan Efektivitas Social Media Marketing Pada Insitusi Pemerintah Daerah. SEIKO: Journal of Management & Business, 4(3), 522-538.
Copyright (c) 2023 Lefrand S. Pasuhuk, Deske Mandagi
![Creative Commons License](http://i.creativecommons.org/l/by-nc-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Please find the rights and licenses in EDUKASIA. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User/Public Rights
EDUKASIA's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, EDUKASIA permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and EDUKASIA on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (EDUKASIA: Jurnal Pendidikan dan Pembelajaran).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. EDUKASIA will not be held liable for anything that may arise due to the author(s) internal dispute. JOSI will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that EDUKASIA entitles the author(s) to no royalties or other fees.
7. Miscellaneous
EDUKASIA will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. EDUKASIA's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.