PENGARUH SOCIAL MEDIA BRAND COMMUNICATION TERHADAP CONSUMER BASED BRAND EQUITY INDOMIE DI SURABAYA
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Keywords:
Social media brand communication, brand awareness/association, brand loyalty, perceived quality
Abstract
The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.
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References
Aaker, David A., 1991, Managing Brand Equity: Capitalizing On The ValueOf A Brand Name, The Free Press, New York
Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, Building Assets in the, Free Press, New York, NY
Bruhn, M., Schoenmueller, V. and Schifer, D.B. (2012), “Are social media replacing traditional media in terms of brand equity creation?”, Management Research Review, Vol. 35 No. 9, pp. 770-790.
Chevalier, J. and Mayzlin, D. (2006), “The effect of word of mouth on sales: online book reviews”, Journal of Marketing Research, Vol. 43 No. 3, pp. 345-354.
Ge, S.H., 2014, Pengaruh Firm Created Communication dan User Generated Communication Terhadap Persepsi Merek Green Product “ L’occitate dalam Konteks Social Media, Thesis, Universitas Surabaya
Keller, Kevin Lane, 1993, “Conceptualizing, Measuring, And Managing Customer Based Brand Equity”, Journal Of Marketing, Vol. 57 No. 1: 1-22.
Oliver, Richard L. 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill
Schivinski. B and Dabrowski. D, 2015, “The impact of brand communication on brand equity through Facebook “, Journal of Research in Interactive Marketing, Vol. 9 Iss 1 pp. 31-53
Yoo, B., Donthu, N. and Lee, S. 2000, “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211
Yoo, Boonghee and Naveen Donthu, 2001, “Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal Of Business Research, Vol. 52 No. 1: 1-14
Zeithaml, V_A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthe- sis of Evidence. Journal of Marketing, 52, 2-22.
https: 'www.apjii.or.id' content read'39/264/Survei-Internet-APJII-2016
http://instantnoodles.org/en/noodles/report.htmi
http://databoks.katadata.co.id/datapublish/2017/01/30/indofood-kuasai-71-pasar-mi-instan-indonesia
https://www.indonesia-investments.com
Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, Building Assets in the, Free Press, New York, NY
Bruhn, M., Schoenmueller, V. and Schifer, D.B. (2012), “Are social media replacing traditional media in terms of brand equity creation?”, Management Research Review, Vol. 35 No. 9, pp. 770-790.
Chevalier, J. and Mayzlin, D. (2006), “The effect of word of mouth on sales: online book reviews”, Journal of Marketing Research, Vol. 43 No. 3, pp. 345-354.
Ge, S.H., 2014, Pengaruh Firm Created Communication dan User Generated Communication Terhadap Persepsi Merek Green Product “ L’occitate dalam Konteks Social Media, Thesis, Universitas Surabaya
Keller, Kevin Lane, 1993, “Conceptualizing, Measuring, And Managing Customer Based Brand Equity”, Journal Of Marketing, Vol. 57 No. 1: 1-22.
Oliver, Richard L. 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill
Schivinski. B and Dabrowski. D, 2015, “The impact of brand communication on brand equity through Facebook “, Journal of Research in Interactive Marketing, Vol. 9 Iss 1 pp. 31-53
Yoo, B., Donthu, N. and Lee, S. 2000, “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211
Yoo, Boonghee and Naveen Donthu, 2001, “Developing And Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal Of Business Research, Vol. 52 No. 1: 1-14
Zeithaml, V_A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthe- sis of Evidence. Journal of Marketing, 52, 2-22.
https: 'www.apjii.or.id' content read'39/264/Survei-Internet-APJII-2016
http://instantnoodles.org/en/noodles/report.htmi
http://databoks.katadata.co.id/datapublish/2017/01/30/indofood-kuasai-71-pasar-mi-instan-indonesia
https://www.indonesia-investments.com
Published
2018-03-01
Section
Bidang Manajemen (M)
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