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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 orcid  -  Fakultas Ekonomi dan Bisnis, Universitas Trisakti, Jakarta, Indonesia, Indonesia
Kurniawati Kurniawati orcid  -  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.
Open Access Copyright 2023 The Authors

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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.

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

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