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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 Number | Location | Available |
|---|---|---|
| 13165 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| 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 |
| Lampiran Berkas | Tidak Ada Data |