Image of Analisis Pengaruh Social Media Marketing Terhadap Brand Equity dan Consumer Response Pada Konsumen Muslim (Studi Kasus Merek Fashion ThenBlank)

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Analisis Pengaruh Social Media Marketing Terhadap Brand Equity dan Consumer Response Pada Konsumen Muslim (Studi Kasus Merek Fashion ThenBlank)

This thesis aims to identify the influence of social media marketing on brand equity and consumer response, using a case study of a fashion brand, namely ThenBlank. This study takes the target respondents, namely Indonesian Muslim consumers and uses quantitative research methods and uses Structural Equation Modeling (SEM) for data processing based on 401 respondents. The results of this study suggest especially for marketing practitioners to carry out marketing activities with social media because it will have a significant and positive influence on brand awareness and brand image (as part of brand equity). Furthermore, brand awareness and brand image that have been built earlier will affect electronic word of mouth and consumer commitment to products marketed on social media..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13165PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Brand equity
E
Brand image
Brand awareness
Social media marketing
Wom
Consumer response
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiv, 139 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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