PENGARUH KOMUNIKASI MEDIA SOSIAL TERHADAP PERSEPSI MEREK YANG BERDAMPAK PADA MINAT PEMBELIAN TAS ANYAMAN MEREK LINETTE

  • Christina Natalia Jurusan Magister Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
  • Verina H. Secapramana Jurusan Magister Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: media sosial, tas anyam, merek, linnete

Abstract

Berthon et al. (2008) berpendapat bahwa perkembangan media sosial semakin meningkat yang menyebabkan perusahaan menciptakan brand equity, sedangkan konsumen menciptakan media sosial secara online. Menurut Burmann dan Arnhold (2008) jaringan sosial tradisional dalam komunikasi yang disebut dengan komunikasi pemasaran tradisional biasanya digunakan dalam promosi. Alat komunikasi tradisional telah digantikan secara bertahap dengan media sosial seiring dengan pertumbuhan media sosial yang semakin meningkat.  

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Published
2015-09-01