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Social Media Marketing Activities Dengan Pendekatan Triangular Guna Meningkatkan Brand Equity

Year: 2024

Type: article

Abstract: By analyzing and identifying the variables tested, this study examines the variables that affect brand equity mediated by perceived quality. This research uses quantitative methods with questionnaire data collection tools. Furthermore, the data that has been collected is processed using the SEM-PLS method. The results showed that the social media marketing factor can be significantly influenced by the component: perceived quality of services perceived by consumers. However, brand trust and brand love do not have a significant influence on brand equity.

Source: EBID Ekonomi Bisnis Digital

DOI: 10.37365/ebid.v2i2.314

Authors: Rumondang Dian Mariani, Yolanda Masnita

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410000745

FWCI:

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