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VERONICA VERONICA
Information Systems Department, School of Information Systems, Bina Nusantara University Jl. K. H. Syahdan No-9, Jakarta 11480
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Journal : Jurnal Komunikasi

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Analysis Of Marketing Communication Activities In Increasing Brand Equity Of Lion Air Airline Keke, Yulianti; Veronica, Veronica; Silalahi, Siska Amonalisa; Simarmata, Juliater; Husna, Selma Novaliza
Jurnal Komunikasi Vol. 16 No. 1 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i1.26842

Abstract

Lion Air is a minimal expense transporter carrier and the biggest commercial aircraft in Indonesia. The Lion Air application on the Google Play Store and AppStore gets a low rating compared to other airlines, Lion Air's social media is less well known among the public and the low number of followers on Lion Air's social media compared to other airlines' social media and many comments containing complaints and Unanswered questions on Lion Air's Instagram page have resulted in a decline in Lion Air's Top Brand Index in the airline category over the last few years, so it is necessary to carry out appropriate marketing communications for Lion Air. The marketing communications carried out by Lion Air are expected to increase the airline's brand equity, so this research was conducted to determine and investigate the impact of web-based and electronic verbal entertainment (e-WOM) promotion exercises on the brand value of the airline Lion Air. This exploration uses quantitative techniques using multiple linear regression methods with a total of 140 respondents. The consequences of investigating the impact of marketing communication activities via social media and electronic word of mouth (e-WOM) together on the brand value of Lion Air airlines show the strong relationship between marketing communications via social media, electronic word of mouth and brand equity.
Co-Authors Abdul Harris Afnesia, Utari Agung Joni Saputra Al Iksani, Irna Salwa Andri Andri Angellia Debora Suryawan, Angellia Debora Anggraeni, Mella Antonius, Cayadi Sidarta Arta Moro Sundjaja, Arta Moro Arum Nadya Octania Asep Ali Thabah, Asep Ali Asri, Helmalia August Halomoan Siregar Aulia Andhikawati Aulia I, Shafira Aurelia, Aurelia Azizah Az'zahra Chandra, Stefani Chatarina Umbul Wahyuni Chiuman, Linda David David Deddy Deddy Denni, Denni Dikjayasa, Parisatria Edhie Budi Setiawan, Edhie Budi Efendi, Ade Irfan Elly Ingkiriwang Ellynia, Ellynia Emma Rochima Eveline, Christina Fifa Argentina Girsang, Ermi Habibie, Sitty Ainsyah Harahap, Sarah Geltri Hardini, Alifia Henny Lestari, Henny Husna, Selma Novaliza Indra, Evta Irenita, Novembriani Irennita, Novembriani Istanto, Freddy H. Juliater Simamarta JUNIANTO JUNIANTO Keysha Amelia Citra Kho, Ferry Khoerunnisa, Nurani Koto, Siti Khadijah Kristina Kristina Kurniabudi, Kurniabudi Laksman, Myrna Mantiri, Dessy Mega Suryandari Michaela, Janice Aveline Miranda, Airin Mudrik Alaydrus Mulyono , Herry Muryono, Tupan Tri Musthopa, Andrean Alief Nasution, Syafrani Putri Nawangwulan, Wening Nawangwulan, Wening Ramadhani Siti Ng, Martha Nia, Nia Nopriyati, Nopriyati Novi Indah Susanthi, Novi Indah Panjaitan, Denti Masti Pratama, Gilar Budi Pratiwi, Sekar Widyastuti R, Meiliana Lindawaty Rabecca Christin Chandra Rachmi, Irsafanti Rendy Sarudin Rodhiah, Rodhiah Roozana Maria Ritonga Rusmawardiana Rusmawardiana, Rusmawardiana S, Abdullah Ade Suryobuwono Safitri, Tasrika Nur Salikur, Salikur Saputra, Antoni Setiawan, Ferdy Trisanto Setiawan, Ivon Silaban, Herlan Siska Amonalisa Silalahi Sitanggang, Tina Novianti Surja, Stephanie Susan, Y. Syahzuni, Barlia Annis Tianto, Agus Tirtadidjaja, Andari Tirtadijaja, Andari Umaisaroh Umaisaroh Verano, Raka Vincent Vincent, Vincent Wening Ramadhani Siti Nawangwulan Wibawa, Callysta Wijayanti, Lady Ayu Sri Winnie Winnie Yana Erlyana, Yana Yosi Pahala, Yosi Yulianti Keke Yurrita Mailintina