ABSTRAK

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

No abstract

Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results.

Social distancing merupakan kebijakan pemerintah dalam upaya untuk mengurangi penyebaran Covid-19, dimana masyarakat dihimbau untuk melakukan segala aktifitas di rumah saja. Namun demikian, selama kebijakan social distancing masyarakat tetap harus memenuhi berbagai kebutuhan pokok setiap harinya, khususnya sayuran. Penelitian ini bertujuan untuk mengetahui pengaruh social distancing selama pandemi Covid-19 terhadap perilaku pembelian sayuran pada Ibu Rumah Tangga di Kota Bandung dan untuk mengetahui perbedaan perilaku sebelum dan selama pandemi. Penelitian ini menggunakan metode kuantitatif, dimana data primer dikumpulkan melalui survey online terhadap 102 responden yang dihitung berdasarkan rumus Slovin pada taraf kesalahan 10%. Adapun responden merupakan Ibu Rumah Tangga yang berdomisili di Kota Bandung yang diambil secara acak. Data dianalisis menggunakan analisis regresi linier dan uji paired sample t-test. Hasil penelitian menunjukkan bahwa variabel social distancing berpengaruh signifikan terhadap keputusan pembelian dan terdapat perbedaan signifikan pada perilaku pembelian sayuran antara sebelum dan selama pandemi pada beberapa aspek, yakni tingkat konsumsi, intensitas konsumsi, cara pembayaran, saluran pembelian, dan cara belanja.