INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITY ON BRAND EQUITY IN LIUNIC ON THINGS COMPANY

• Main Author: Sarah, Siti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49713
• Institution: Institut Teknologi Bandung

Social media currently is an important tool for a company to survive the increased competition. Liunic on Things is an apparel and accessories company that mostly share contents of promotion of their company and products through social media such as Instagram. The growth of e-commerce serves as an opportunity for Liunic on Things to improve its brand equity. This research aims to find out whether social media marketing activities (SMMA) have a positive significant impact on brand equity which are brand awareness, brand association, brand loyalty, and perceived brand quality in the Liunic on Things Company and also to identify the effect of these variables on brand loyalty. The research obtained the data using an online survey to Liunic on Things Instagram followers. The total number of respondents who fill the survey are 241 respondents and a total of 218 responses are valid. Then, the obtained data were analyzed using PLS-SEM. The findings of the analysis show that SMMA has a positive significant influence on brand equity. Perceived quality and brand association has a positive correlation towards brand loyalty, although the results showed otherwise for brand awareness towards brand loyalty.