Qurota A’yun, Hana and Ramdan, Asep M and Norisanti, Nor (2022) PENGARUH PEMASARAN SOSIAL MEDIA TERHADAP EKUITAS MEREK DENGAN NILAI PELANGGAN SEBAGAI VARIABEL INTERVENING. COSTING:Journal of Economic, Business and Accounting, 5 (2). pp. 1284-1291. ISSN 2597-5234

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Abstract

The research was aimed at determining the mediation’s influence of customer value in the relationship of Media Social Marketing of Brand Equity. The methods used in the research were descriptive-associative and cluster sampling method. Spreading out questionnaires to 390 respondents who were the costumers of the local fashion brand Mayoutfit in Sukabumi City. The technique of analysing data was Structural Equation Modelling analysis technique assisted by AMOS Ver 23. The results of the research show that social media marketing influences significantly toward Customer Value, The Customer value Influences toward Brand Equity, and Costumer Value Mediating the relationship of Social Media marketing to Brand Equity in a way partial mediation.

Item Type:	Article
Uncontrolled Keywords:	Social Media, Costumer Value, Brand Equity
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	15 Sep 2022 02:21
Last Modified:	15 Sep 2022 02:21
URI:	http://eprints.ummi.ac.id/id/eprint/2640

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