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Hubungan Aktivitas Social Media Marketing terhadap Brand Equity dengan Peran Mediasi Consumer?s Benefit dan Experience pada Luxury Beauty

The rapid growth of beauty industry and number of luxury goods consumers in Indonesia encourage companies to maximize their social media marketing strategies. This study aims to examine the relationship between social media marketing activities and consumer-based brand equity which are mediated by social media benefits and brand experience. The research data was obtained by using a 5-point Likert scale questionnaire with 471 respondents aged 25-44 years who buys and follow luxury beauty brands on social media. Using Structural Equation Model-Partial Least Square based (SEM-PLS) technique, this study finds a direct and mediating effect between Social Media Marketing Activities and Consumer-based Brand Equity. Furthermore, this study shows a direct and mediating effect between Social Media Marketing Activities and Social Media Benefits.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12848PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Marketing
Brand equity
Social media
Brand experience
Luxury Beauty Brands
Online Brand Community
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 184 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data