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All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Bina Bangsa Ekonomika Journal of Social Research Journal of Comprehensive Science Aceh Journal of Community Engagement (AJCE)
Bustami, Koko
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Jurnal Bina Bangsa Ekonomika

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PENGARUH MEDIA SOSIAL DAN AFILIASI PENJUAL TERHADAP BRAND EQUITY PADA UMKM DI KOTA LHOKSEUMAWE Abdullah, Abdullah; Bustami, Koko; Yusuf, Yafitzam; Hendiyani, Dina; Saifrizal, Muhammad
Jurnal Bina Bangsa Ekonomika Vol. 18 No. 1 (2025): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v18i1.680

Abstract

This study aims to determine the influence of social media and seller affiliation on brand equity. Data was collected using a questionnaire to 102 MSME samples in Lhokseumawe City and analyzed by multiple linear regression method. The results show that social media and seller affiliation have a significant influence both partially and simultaneously on brand equity. Social media has a dominant influence on brand equity with a tcount value of 3.105 which is greater than the ttable value of 1.29007 with a significance level of 0.002. The seller's affiliation also had a significant influence with a tcount value of 12.224 which was greater than the ttable value of 1.29007 with a significance level of 0.002. The simultaneous influence between social media and seller affiliation was also significant with a value of Fcal 93.350 which was greater than the value of Ftable 3.09 with a significance level of 0.000. These results show that marketing strategies that are integrated with social media and seller affiliates can increase brand equity
Co-Authors Abdullah Abdullah Alifvia, Alifvia Asbar, Vivi Asman, Yunita Aufa, Mahrani Bella, Ivvon Septina Fauziah, Najwa Ferdiananda Chadafi, Muhammad Hendiyani, Dina INUZULA, LAKHARIS Juanda Juanda Maulana, Mizan Muhammad Saifrizal Murni , Murni Oktaviany, Rina Silvina, Tika Simahatie, Mai Yusdiana, Yusdiana Yusuf, Yafitzam