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Silvia Margaretha
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Economics, Econometrics & Finance Social Sciences

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THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND-VALUE CONSCIOUSNESS TOWARDS ADIDAS BRAND IN INDONESIA Archie Edrick Hermanus; Silvia Margaretha; Indrarini .
Journal of Management and Business Vol 15, No 2 (2016): SEPTEMBER 2016
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (223.332 KB) | DOI: 10.24123/jmb.v15i2.281

Abstract

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.
THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA Angel Aprilia Susilo; Silvia Margaretha; Christina Rahardja Honantha
Journal of Management and Business Vol 15, No 1 (2016): MARCH 2016
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (151.609 KB) | DOI: 10.24123/jmb.v15i1.287

Abstract

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.
Co-Authors Angel Aprilia Susilo Archie Edrick Hermanus Christina Rahardja Honantha Indrarini .