Pengaruh social media marketing activities terhadap brand equity perusahaan retail Indonesia pada kalangan generasi z dan millenial
DOI:
https://doi.org/10.61511/jane.v1i1.2024.707Keywords:
brand equity, perusahaan rental Indonesia, social media marketingAbstract
Latar Belakang: Media sosial terbuki mampu membawa informasi yang berpengaruh pada masyarakat, khsusnya penyebaran barang secara online (social media marketing). Social media marketing tekag dimanfaatkan sebagai alat promosi merek relasional dan strategi pemasaran merek berdimensi. Penelitian ini bertujuan untuk menemukan pengaruh positif social media marketing terhadap Brand equity. Metode: Metode yang digunakan pada penelitian ini adalah Structural Equation Modelling (SEM) dengan estimasi kemungkinan maksimum karena mampu menggambarkan variabel laten yang menggunakan beberapa indikator terukur. Temuan: Berdasarkan hasil penelitian ditemukan bahwa Social Media Marketing Activities tidak berpengaruh positif secara signifikan terhadap brand equity, tetapi berpengaruh positif secara signifikan terhadap brand love. Kesimpulan: Berdasarkan hasil penelitian diketahui jika hipotesis 2 diteria. Dengan ini Social Media Marketing Activities perusahaan retail Indonesia dapat menciptakan dan mengembangkan konten digital. Konten yang dihasilkan dapat menumbuhkan keterikatan emosional yang terjalin pada generasi Z dan Milenial sehingga bisa menjalin hubungan jangka panjang.
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