SOCIAL MEDIA MARKETING ACTIVITIES DENGAN PENDEKATAN TRIANGULAR GUNA MENINGKATKAN BRAND EQUITY

Rumondang Dian Mariani(1*), Yolanda Masnita(2),

(1) Program Studi Manajemen Universitas Trisakti Jakarta
(2) Program Studi Manajemen Universitas Trisakti Jakarta
(*) Corresponding Author

Abstract


By analyzing and identifying the variables tested, this study examines the variables that affect brand equity mediated by perceived quality. This research uses quantitative methods with questionnaire data collection tools. Furthermore, the data that has been collected is processed using the SEM-PLS method. The results showed that the social media marketing factor can be significantly influenced by the component: perceived quality of services perceived by consumers. However, brand trust and brand love do not have a significant influence on brand equity.

Keywords


Social Media Marketing, Brand Equity, Brand Love, Brand Trust, and Perceived Quality

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DOI: https://doi.org/10.37365/ebid.v2i2.314

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