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Analisis Pengaruh Penggunaan Media Sosial TikTok terhadap Ekuitas Merek: Studi Kasus Wisata Yogyakarta, Indonesia
Recently, TikTok has shown an increasing trend. The existence of social media offers new possibilities in the process of human interaction in a particular brand. Thus, the purpose of this study is to determine the effect of social media, especially TikTok on the components of brand equity. In this study, brand equity is translated through a multidimensional approach, which consists of brand awareness, brand image, customer value, brand quality and loyalty. The results of this study state that there is a positive and significant effect of the intensity of social media use on brand awareness. Brand awareness also affects other dimensions/components of brand equity, but the most highlighted are brand quality and customer value for the desire to do WOM and E-WOM. Data collection was carried out using a purposive sampling method using an online survey to TikTok users who were aware of Yogyakarta tourism content. Total of 270 respondents were collected which were processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). This research can help managers, especially in the hospitality and leisure industry to formulate marketing strategies through social media TikTok.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12759 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Brand equity Social media Tourism Destination Image TikTok |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 135 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |