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Pengaruh Perceived Social Media Marketing Activities Terhadap Consumer-Based Brand Equity: Brand Experience sebagai Variabel Mediasi dan Religiosity sebagai Variabel Moderasi (Studi Kasus Wardah)
Over the past two decades, social media has succeeded in changing the pattern of communication between companies and consumers, allowing for a two-way relationship without the limitations of distance and time. All companies from various industries have begun to increase their presence on social media, including companies with halal-labeled beauty products. Although it has been accepted by the general public, there has been no further study of the effect of corporate social media marketing activities on brand equity in Muslim consumers. Therefore, this study aims to analyze the effect of perceived social media marketing activities on consumer-based brand equity with the Stimulus-Organism-Response (S-O-R) model and examine the mediating effect of the brand experience variable and the moderating of the religiosity variable. The analytical method used in this study is SEM-PLS to see the relationship between variables and the effects of mediation and moderation using the SmartPLS 3.0 application. From 635 data from Muslim female respondents, it was found that religiosity had no effect in moderating the relationship between perceived social media marketing activities and brand experience. Meanwhile, brand experience mediates the relationship between social media marketing activities perceived by consumers and consumer-based brand equity. This study implies that marketing managers need to consider creating informative and interactive social media content that is expected to increase E-WOM..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13410 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Consumer Based Brand Equity Perceived Social Media Marketing Activities |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 116 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |