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The Effect Of Social Media Marketing On Value Equity, Brand Equity And Relationship Equity On Young Entrepreneurs In Medan City

Year: 2018

Type: conference-paper

Abstract: Digital era has influenced varians business and marketing types.Social media has given big impact on marketer to promote their brands, covering worldwide marketing, increasing the sales and building the community compared to conventional media.The purpose of this research is to analyze the influence social media marketing on value equity, brand equity and relationship equity of young entrepreneurs in Medan City.This research used purposive sampling on 150 young entrepreneurs by using social media.Data was analyzed by regression linear.Data collection was made through questionnaires, observation and interview.Result showed that young entrepreneurs prefer instagram and facebook as the tools for promotion and women entrepreneur prefer instagram as well.Result also showed that social media marketing has positive on value equity, brand equity and relationship equity on young entrepreneurs in Medan City.

Source: Economics and Business International Conference (EBIC)

DOI: 10.2991/ebic-17.2018.84

Authors: Bongsu Hutagalung, Syafrizal Helmi Situmorang

Institution: Universitas Sumatera Utara

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

OpenAlex ID: W2792333236