Open AccessTHE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA
Author(s) -
Silvia Margaretha,
Angel Aprilia Susilo,
Christina RahardjaHonantha
Publication year - 2016
Publication title -
manajemen dan bisnis/manajemen dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2477-1783
pISSN - 1412-3789
DOI - 10.24123/jmb.v15i1.287
Subject(s) - brand equity , respondent , brand loyalty , advertising , social media , structural equation modeling , brand awareness , business , perceived quality , loyalty , psychology , marketing , political science , mathematics , statistics , law
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.