The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos - Dalam bentuk buku karya ilmiah
DIESTY ZAKYAH PRAYOGI

Informasi Umum

Kode

24.04.4151

Klasifikasi

658.8 - Marketing, Management of Distribution/Marketing, Manajemen Distribusi

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Brands-marketing Strategy

Dilihat

56 kali

Informasi Lainnya

Abstraksi

<p>The Indonesian cosmetics industry is expected to experience steady growth from 2023 to 2028, driven by rising public interest in health and beauty. This increased awareness has boosted revenues in the beauty and skincare sector, particularly for local skincare products. With 213 million internet users and 167 million active social media users, social media is crucial for brand marketing in this industry. However, despite increasing content output, Laidlunos's social media engagement has yet to effectively achieve goals such as brand awareness, brand image, and customer response. This study recommends a strategic approach to optimize their social media strategy. Laidlunos can refine its approach to build brand equity and drive positive customer responses by understanding the factors influencing engagement.</p>

<p>This study employed a quantitative research design with causal and descriptive research goals. The aim was to determine how social media marketing activities affect Laidlunos Skin Care Products' brand equity and customer reactions. The research used a non-probability sampling technique with a sample size of 385 respondents. Data analysis included descriptive analysis and the use of SmartPLS 4.0 for Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis.</p>

<p>The research findings indicate that social media marketing activities, including sub-variables such as entertainment, interaction, trendiness, customization, and perceived risk, positively and significantly impact brand equity and customer response to Laidlunos skincare products.</p>

<p>Laidlunos can enhance brand equity and customer response by creating entertaining content, addressing concerns, and prioritizing interaction, ultimately driving positive online word-of-mouth. Future research could explore using the same variables while adding brand awareness to consumer-based brand equity.</p>

<p>Keywords: Social Media Marketing Activity, Brand Awareness, Brand Image, e- WOM, Customer Response</p>

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	DIESTY ZAKYAH PRAYOGI
Jenis	Perorangan
Penyunting	Maria Apsari Sugiat
Penerjemah

Penerbit

Nama	Universitas Telkom, S1 International ICT Business
Kota	Bandung
Tahun	2024

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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