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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
dahlan, divankaamelia
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Economics, Econometrics & Finance

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PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) TERHADAP BRAND EQUITY SERTA DAMPAKNYA PADA E-WOM DAN KOMITMEN RELASIONAL dahlan, divankaamelia; Alimuddin Rizal Rivai
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 3 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (506.297 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 3.889

Abstract

This study analyzes the effect of Social Media Marketing Activities (SMMA) on Brand Equity and Its Impact on E-WOM and Relational Commitment to Scarlett Whitening's customers. The primary data in this study used a questionnaire and the secondary data was obtained through a literature search. The sample in this study was 115 which were distributed online via google form to Scarlett Whitening customers. The sampling technique in this study used purposive sampling. This study was analyzed through Partial Least Square- Structural Equation Modeling (PLS-SEM), with two tests, namely the measurement model and the structural model. The results of this study indicate that SMMA has a positive and significant effect on Brand Awareness and Brand Image. Brand Awareness has a positive and significant effect on E-WOM. Brand Awareness has a positive and insignificant effect on Relational Commitment. Brand Image has a positive and significant effect on E-WOM and Relational Commitment.
Co-Authors Alimuddin Rizal Rivai