The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

Dwi Mandasari Rahayu

Abstract


This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.


Keywords


Social Media; Consumer Response; Brand Image; Brand Equity; Loyalty;

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References


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DOI: https://doi.org/10.46961/mediasi.v2i3.396

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Indexed by:

             

MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi

P-ISSN 2721-9046 | E-ISSN 2721-0995

PUBLISHER: 

The Center for Research and Community Services or Pusat Penelitian dan Pengabdian kepada Masyarakat Politeknik Negeri Media Kreatif (P3M Polimedia)

Kampus Politeknik Negeri Media Kreatif (Gedung A, Lantai 1)

Jalan Srengseng Sawah No. 17 RT/RW 008/003, Kel. Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan, Prov. DKI Jakarta, Indonesia 12640