Susilo, Angel Aprilia and Margaretha, Silvia and Rahardja, Christina (2016) THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA. Journal of Management and Business, 15 (1). pp. 117-123. ISSN p-1412-3789, e-2477-1783
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Abstract
The purpose of this study was to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data taken from 150 respondents in Surabaya was analyzed using the Structural Equation Model (SEM) with the Amos version 22. Respondents were randomly drawn from the entire Surabaya community who were part of the Indomie Fan Page. The results of the study show that firm-created and user-generated social media brands communication has an influence on brand awareness / association, but does not have influence on brand loyalty, while perceived quality is only influenced by user-generated.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | social media, brand communication, brand awareness, brand loyalty, perceived quality. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Ester Sri W. 196039 |
| Date Deposited: | 08 Jul 2019 06:29 |
| Last Modified: | 13 Apr 2021 07:02 |
| URI: | http://repository.ubaya.ac.id/id/eprint/34997 |
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