Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity

Novin Lesmana; Yolanda Masnita; Kurniawati Kurniawati

doi:10.14710/jab.v12i1.47975

DOI: https://doi.org/10.14710/jab.v12i1.47975

Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity

*Novin Lesmana - Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia, Indonesia

Yolanda Masnita

- Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia, Indonesia

Kurniawati Kurniawati

- Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia, Indonesia

Received: 29 Jul 2022; Revised: 24 Jan 2023; Accepted: 26 Jan 2023; Available online: 31 Mar 2023; Published: 31 Mar 2023.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{JAB47975,
    author = {Novin Lesmana and Yolanda Masnita and Kurniawati Kurniawati},
    title = {Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity},
    journal = {Jurnal Administrasi Bisnis},
  volume = {12},
    number = {1},
    year = {2023},
    keywords = {Brand Equity; Brand Experience; Electronic Word of Mouth; Social Media Marketing},
    abstract = {   This study aims to determine the influence of social media marketing (SMM) on brand equity with electronic word of mouth (E-WOM) and brand experience as mediating variables. The importance of implementing social media marketing with electronic word of mouth and brand experience as mediating variables that will help determine the value of brand equity in the company. This research was conducted on a survey of online training users on a digital platform that provides online training. This type of research is explanatory research, using a quantitative approach. This research was conducted on 200 respondents using online training. Samples were obtained through purposive sampling method. The analysis technique used is multiple linear regression. The results of the study found that social media marketing, E-WOM, and brand experience had a positive and significant effect on brand equity. This study also finds that E-WOM and brand experience have a function as a mediator that mediates the relationship of social media marketing to brand equity.    Penelitian ini bertujuan untuk mengetahui pengaruh  social media marketing  (SMM) terhadap  brand equity  dengan  electronic word of mouth  (E-WOM)   dan  brand experience  sebagai variabel mediasi. Pentingnya penerapan  social media marketing  dengan  electronic word of mouth  dan  brand experience  sebagai variabel mediasi dapat membantu mengetahui nilai  brand equity  pada perusahaan. Penelitian ini menyurvei pengguna pelatihan  online  pada  digital platform  yang menyediakan pelatihan  online.  Jenis penelitian ini adalah explanatory research, dengan menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada 200 responden pada pengguna pelatihan  online . Sampel diperoleh melalui metode purposive sampling. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menemukan bahwa  social media marketing,  E-WOM, dan  brand experience  memiliki pengaruh positif dan signifikan terhadap  brand equity.  Penelitian ini juga menemukan bahwa E-WOM dan  brand experience  memiliki fungsi sebagai mediator yang memediasi hubungan  social media marketing  terhadap  brand equity.  },
   issn = {2548-4923},   pages = {31--42}  doi = {10.14710/jab.v12i1.47975},
    url = {https://ejournal.undip.ac.id/index.php/janis/article/view/47975}
}

Citation Format:

Abstract

This study aims to determine the influence of social media marketing (SMM) on brand equity with electronic word of mouth (E-WOM) and brand experience as mediating variables. The importance of implementing social media marketing with electronic word of mouth and brand experience as mediating variables that will help determine the value of brand equity in the company. This research was conducted on a survey of online training users on a digital platform that provides online training. This type of research is explanatory research, using a quantitative approach. This research was conducted on 200 respondents using online training. Samples were obtained through purposive sampling method. The analysis technique used is multiple linear regression. The results of the study found that social media marketing, E-WOM, and brand experience had a positive and significant effect on brand equity. This study also finds that E-WOM and brand experience have a function as a mediator that mediates the relationship of social media marketing to brand equity.

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing (SMM) terhadap brand equity dengan electronic word of mouth (E-WOM) dan brand experience sebagai variabel mediasi. Pentingnya penerapan social media marketing dengan electronic word of mouth dan brand experience sebagai variabel mediasi dapat membantu mengetahui nilai brand equity pada perusahaan. Penelitian ini menyurvei pengguna pelatihan online pada digital platform yang menyediakan pelatihan online. Jenis penelitian ini adalah explanatory research, dengan menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada 200 responden pada pengguna pelatihan online. Sampel diperoleh melalui metode purposive sampling. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menemukan bahwa social media marketing, E-WOM, dan brand experience memiliki pengaruh positif dan signifikan terhadap brand equity. Penelitian ini juga menemukan bahwa E-WOM dan brand experience memiliki fungsi sebagai mediator yang memediasi hubungan social media marketing terhadap brand equity.

Fulltext View|Download

Keywords: Brand Equity; Brand Experience; Electronic Word of Mouth; Social Media Marketing

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 12, No 1 (2023)

Recent articles

Intellectual Capital Disclosure of Nigerian Companies: An Empirical Analysis Green Leadership and Corporate Social Responsibility: Study of Community Responses to CSR Activities PT. Pertamina Fuel Terminal Boyolali Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity More recent articles

Most cited articles

Pengaruh E-Service Quality dan E-Security Seals Terhadap E-Satisfaction Melalui Keputusan Pembelian Konsumen E-Commerce (Studi Kasus pada Konsumen Lazada Indonesia) Pengaruh Nilai Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan, Melalui Kepuasan Pelanggan Pada Pelanggan Bus Efisiensi (Studi PO Efisiensi Jurusan Yogyakarta-Cilacap) Pengaruh Keselamatan Dan Kesehatan Kerja Terhadap Prestasi Kerja Karyawan Pada PT. PLN (Persero) APJ Semarang Pengembangan Pariwisata Berbasis Budaya dan Kearifan Lokal More cited articles

Last update:

Analysis of The Influence of Tiktok's Social Media Marketing on Brand Equity, Brand Loyalty and Brand Experience on Halal Skincare Products
Inas Suroya Rahmadini, Rachma Rizqina Mardhotillah. Journal of Halal Research, Policy, and Industry, 2 (1), 2023. doi: 10.33086/jhrpi.v2i1.5446

Last update: 2024-12-24 23:40:19

No citation recorded.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Starting from 2022, the author(s) whose article is published in the Jurnal Administrasi Bisnis (JAB) attain the copyright for their article and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. By submitting the manuscript to JAB, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

their article is original, written by the mentioned author(s),
has never been published before,
does not contain statements that violate the law, and
does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article in any repository, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal (Jurnal Administrasi Bisnis).

Suppose the article was prepared jointly by more than one author. Each author submitting the manuscript warrants that all co-authors have given their permission to agree to copyright and license notices (agreements) on their behalf and notify co-authors of the terms of this policy. Jurnal Administrasi Bisnis (JAB) will not be held responsible for anything that may arise because of the writer's internal dispute. Jurnal Administrasi Bisnis (JAB) will only communicate with correspondence authors.

Authors should also understand that their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available once published. The license of published articles (and additional data) will be governed by a Creative Commons Attribution-ShareAlike 4.0 International License. Jurnal Administrasi Bisnis (JAB) allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Jurnal Administrasi Bisnis (JAB) to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.